The concept of loyalty in healthcare started popping up in niche publications around 2016 and soon gained traction in more mainstream healthcare media, including JAMA and Advisory Board. Most articles suggested looking at loyalty programs in direct-to-consumer industries as guideposts. Surprisingly, the idea of patient loyalty has largely remained there—in concept and in print. Yet health systems are uniquely positioned—like no other healthcare sector and, frankly, like no....

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