Healthcare organizations have seen their customers shop for services, with access to information at their fingertips. Customers today seek out treatment and provider options and soon will be able to seek out services that offer the most value. Quality information is also starting to be available and understandable. Pay for performance (perceived customer value) and healthcare reform will reinforce the need for healthcare organizations to offer customer value, yielding high quality and a high service at low cost. Every Healthcare entity is working to achieve the Triple Aim goals adopted by the Centers for Medicare and Medicaid (CMS), to improve the patient experience of care (including quality and satisfaction), improve the health of populations and reduce the per capita cost of healthcare.