Think about your last stay at a hotel. You were greeted warmly by the parking valet – by the time you arrived at the front desk, the front desk staff greeted you by name. The staff were likely extremely helpful and made you feel like you were the most important person they have seen today. Now think about the last time you had a health care appointment. Did the staff greet you as you walked in? Were they helpful? In all likelihood these experiences were completely different. However, as payers and health plans focus on performance and value-based reimbursement, consumer . . .