Previous generations had simple needs when interacting with the healthcare system. To book an appointment with their primary care physician, they’d pull out their calendar, pick up the phone, and call the office. They’d take whatever appointment was available, pencil it into their calendar, and wait. For after-hours care, they would either call their doctor and wait for a nurse to call back or make an expensive trip to the ER. While this system was straightforward, it was rarely personalized or consumer-centered.