Simply put, the healthcare experience should be organized, first and foremost, around the needs of patients (Agency for Healthcare Research and Quality, 2006). To understand these needs, Planetree has always turned to the source. Thousands of focus groups, interviews, and surveys with patients, long-term care residents, families, and professional caregivers across the country and around the globe have reinforced the need for a more personalized, humane, and demystified patient experience (Frampton & Charmel, 2008b; Frampton et al., 2008).