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Deepesh Chandra, MS, Chief Analytics Officer, Bon Secours Mercy Health, and Sanjula Jain, PhD, SVP Market Strategy & Chief Research Officer, Trilliant Health. Underlying many executive leadership discussions over the last few years has been the core question of “how can we be more consumer focused as an organization?” The fact that delivery systems have historically focused on developing and maintaining positive relationships with physicians is revealing of a core misconception: the notion that patients are loyal. But patient engagement is not the same as consumer engagement and developing consumer-focused strategies requires an evolution in our norms for measuring consumer engagement. Deepesh and Dr. Jain discuss what the data tells us about consumer preferences and behaviors for healthcare choices, and how leading systems like BSMH are leveraging this insight to develop and evaluate the effectiveness of strategies intended to empower patients to access appropriate care in the most appropriate setting.