A good start for improving patient care is to ask the patients themselves. That is what the Georgia Regents Health System in Augusta, Georgia, is doing in partnership with Philips, which supplies imaging, lighting and consulting services to enable the process to develop efficiently. A breast cancer patient, for example, is working as a patient adviser, in a collaboration designed to personalise and redefine patient care. The hospital administrators say it helps them produce higher-quality services, do the work faster and reduce costs. So this shifting trend for more patient-centred care in the healthcare industry is a case of win-win-win, and it also enables patients to have a proactive impact on the healthcare system, improving the way they are treated and cared for.