The focus of this field is to allow consumers to manage their health through the use of online purchasing, social media, digital marketing, and personalized services are beginning to make their way into health care. With the explosion of digital tools to manage health and the rise of classic “consumerism” in the health care space, this transformation in consumer behavior is driving many health care and life sciences organizations to rethink their consumer relationships and patient engagement strategies. Health care landscape has evolved, so have its users: patients. Disruptors, regulatory changes, and customers’ experiences in other industries all impact the expectations and preferences of today’s health care consumers and customers. Today, not only is the trend toward value being driven by regulatory policy and payment reform, but also by patients and caregivers demanding greater customer service, convenience, and reduced costs. This trend has been accelerated by the ability of millions of consumers to compare and select their own health insurance plan on state exchanges; the growth of high-deductible insurance plans that put pressure on consumers to find cost-effective care for the dollars that come from their own pockets; the explosion of digital health technologies and apps at consumers’ fingertips; and the entry of retailers to health care by bringing in-store clinics directly to retail locations, bringing a retailer mindset directly to health care delivery.