It’s not news that Americans are perpetually dissatisfied with our healthcare system, but it’s more notable that we continue to reach new lows. Only 44 percent of Americans rate the quality of the US healthcare system as at least “good,” a measure that has declined for four straight years and is at its lowest since Gallup began tracking the question in 2001. Opinions on healthcare coverage are even bleaker, although not as negative as they were in the pre-ACA, preexisting conditions era. The good news for providers is that, in a phenomenon perhaps comparable to hating Congress but liking one’s Congressperson, Americans have always viewed the healthcare they receive far more favorably than what they think of the system. However, ever since COVID, people’s opinions on the quality of their personal healthcare have steadily declined. While individual providers can’t do anything about the ills of the US healthcare system writ large, they can respond to the pains patients are feeling in their own offices. When surveyed as to what would get them to switch providers (a proxy for service quality), patients answers tended to fall into three categories—affordability, convenience, and virtual adoption. In other words, the quality of the care itself was a far rarer complaint than the quality of the customer service around the care. Accessibility is the new sign of quality.