In this episode of Creating a New Healthcare, Dr. Zeev Neuwirth interviews John Moore, the CEO of Twine Health – a patient engagement & health activation platform. Dr. Moore brings an unusual background to his work. In addition to his medical training and clinical background, he is also an engineer, who spent years, after leaving his medical residency, at the MIT Media Lab; where he became expert in the technology of social media & communications, as well as in the science & art of behavior change. This rare combination of clinical, technologic & behavioral expertise led him to reframe the clinical value proposition & to create the Twine platform – which allows clinical teams, patients and their families to work in a highly collaborative and convenient way. Dr. Moore reframes patient engagement in terms of ‘health activation’, in which health becomes a collaborative team activity. The traditional office visits are augmented with ‘micro-interactions’ in which the patient can access a health coach or someone else on their health team when and where they need it – that is, in the rhythm of their own lives. On the Twine platform, medical advice & recommendations are delivered in small aliquots that are highly effective and efficient. It’s a win/win/win situation – patients get what they need, when they need it, & how they want it – in an easy-to-use and convenient format; health care providers’ time & expertise is leveraged & distilled to be of highest value; and clinical outcomes of care and cost effectiveness are greatly improved. There are numerous lessons to be gleaned in this interview, which can inform anyone who is interested in improving patient care & the customer experience in healthcare delivery.