According to the Harvard Business Review, “Service is not only a matter of being pleasant to customers—just as being a doctor is not only a matter of having a comforting bedside manner—but also of understanding the system that makes customer satisfaction possible.” Of course, in healthcare, we refer to our “customers” as patients, but since that classic Harvard Business School study, the most successful organizations have realized the connection between culture, brand, and the many facets of your patient (and staff) experience.