No one thinks of the lab-testing experience as positive. It should be! One way to create that is to help people engage with the data once their physicians release it. You can't do that if you don't really understand why you're getting certain tests done and when you don't know what the results mean when you get them back.
Particularly when you're dealing with very high ranking people, you know, you have to get their attention, they are used to, by their rank, of having their own way and doing their own thing and when it's necessary to all work together on something, sometimes you have to hit the mule between the eyes of the two by four to get its attention.