There was a time when a whole family went to one doctor and it was paid for by their insurance. They rarely saw a specialist because they trusted their doctor’s word as law. Patients were patients and doctors were doctors but lines have blurred and patient experience has changed. Today’s patients have consumer expectations and they are knowledgeable. Healthcare is making the transition from the pure traditional model of patient to the world of patient/consumer. Understanding what this shift from patient to consumer looks like is the first step toward successfully navigating these changes.