White Paper As patients take on increasingly heavy financial burdens 1 for their healthcare through burgeoning premiums, copays, and deductibles, their tolerance for subpar service diminishes. And the standard to which today’s healthcare consumers hold their physicians—not surprisingly—is the quality they experience when purchasing services from any business. The call to action for physician practices, therefore, is to elevate their own standards for service, convenience, transparency, and communication—keeping in mind that in the Internet age, positive or negative word of mouth can spread instantly and be far-reaching. “Patients are making their decisions behind the scenes before they ever call you,” says Judy Capko, practice management consultant and author of Secrets of the B

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