And finally, just like organizations in other industries, healthcare companies should continually add new services to keep patient attention and build value. Once patients are familiar with the general idea of digital-service provision, organizations can begin offering more complex, high-value services, such as integrated-care companion apps or mobile health records. This follows the model of digital champions such as Google 3 3. Jeff Jarvis. What Would Google Do? , first edition, New York, NY: HarperCollins, 2009. and Facebook, which succeeded by using their core service to build a significant user base and then offered more services, thus continuously increasing the familiarity of their users with their services—and in turn the intensity with which they use them.