When you are shopping for a new product or service, your goal is to get the best value for your investment, right? Well, your patients have the same goal. As their out-of-pocket costs increase, they are beginning to spend more time shopping for providers. As with any other service, patients will be more likely to continue to return to your practice if they feel like they are receiving real value for their dollars. They are not likely to continue to spend money with your healthcare organization if they are not satisfied with the service, or feel like just another number.