Pete McCanna argues that most health systems are built to fill capacity instead of creating value for patients and is overhauling Baylor Scott & White around “customers” rather than “patients.” He outlines how loyalty-driven, sometimes loss-leading services, AI-powered differentiation, and rewritten healthcare laws fit into a model that prioritizes access, personalization, and long-term trust over short-term profit.

• McCanna reframes patients as "customers" to force a shift from filling capacity to actually serving needs, restructuring care around conditions instead of departments across 55 hospitals and 1,300 access points
• He's willing to run loss-leading services (easier access, personalized follow-up) betting that loyalty pays off long-term through retention and referrals
• AI is being deployed for customer-facing differentiation—tailored treatment plans, predictive risk alerts, digital check-ins—not just cost-cutting
• He dismisses the "payvider" model as harder than advertised due to regulatory and cultural clashes, and wants three federal healthcare laws rewritten (touching payment, scope-of-practice, and data-sharing) to make customer-centric care viable