Healthy Culture Action Tank is a nonprofit research organization focused on patient experience in the digital transformation of healthcare. In our reports we address major societal challenges that the industry faces today from the point of view of patients – from decision-making processes to ethics in big data and biotechnology. We also run two mentoring programs for health tech startups: Patient Experience Canvas for implementing customer experience strategies and Change Adaptation Patterns for designing shifts in habits that impact the spread of noncommunicable diseases.