As patients become more sophisticated purchasers of health care, they will push competition in health care delivery to look increasingly like that in consumer-goods industries. This competition could lead to product offerings that appeal to consumers with different needs. While some patients may seek greater odds of survival, others may seek a faster return to work or lower out-of-pocket costs. These options are at the core of “patient-centered” care.
The article's focus is on how information about hospital performance needs to be more communicative for people to be able to use it. I'd argue that, although this is needed, what we really need is to go upstream and first understand what it is that people are trying to do in their lives. It's through this deeper "wantification" can we - people, communities, and their health care providers - work together to help people be healthy in ways that they define.
The final paragraph also touches on an area that we've been discussing in exploration: