The document discusses opportunities to improve the patient experience for accessing healthcare. It notes that patients now expect seamless, on-demand access across any channel based on experiences with other industries. However, most healthcare organizations still focus primarily on phone-based access and measure success based on call metrics rather than the patient perspective. The document advocates designing access with a patient-centered, omni-channel approach to provide a consistent experience across online, mobile, phone and social media channels. This would better meet evolving patient expectations for convenient, on-demand access to information and services.