BACKGROUND: The healthcare industry faces many problems – affordability, substandard customer service and inconsistency in care quality, and is not designed around the consumer needs, leading to a subpar service experience. Despite encouraging improvements in treatment innovation, the delivery of care is inconsistent, resulting in variations in the quality of care that further compound these problems. We must reimagine a system that is built around the needs of the people we serve with high-value solutions to these pain points. Baylor Scott and White Health (BSWH) is building a customer-focused strategy to solve these problems. We are innovating products and services as a part of a new Customer Products business, an internal