Healthcare has a math problem. The lifetime value of a patient is measured in millions, yet the industry treats customers “like garbage.” This disconnect caught Aasim Saeed‘s attention during his time at McKinsey, planting the seeds for what would become Amenities Health.
From Corporate Innovation to Startup
Before founding Amenities Health in 2021, Aasim spent four years leading innovation at Baylor Scott & White Health. “I had free reign to build products inside of a health system, which is pretty rare,” he recalls. This experience revealed a crucial insight: health systems weren’t equipped to solve the patient experience problem internally.
The problem was clear. During his McKinsey days, Aasim observed that “if you look at healthcare and patients like any other business would, the lifetime value of a patient in the US healthcare industry is probably measured in the magnitude of millions.” Yet the industry remained stubbornly resistant to improving customer experience.
Finding the Core Problem
Through extensive research involving 6,000 patient surveys, Amenities Health discovered that not a single patient remained loyal to one healthcare brand over a two-year period. This fragmentation wasn’t just an inconvenience – it represented a massive market opportunity.
Drawing parallels to Amazon’s transformation of retail, Aasim explains: “Once Prime figured out that like, two-day shipping resolved my immediate satisfaction… and that I could return anything without having shipping costs, oh my goodness. My moral hazard went away from e-commerce.”
Building for Scale
Unlike many digital health startups focused on primary care, Amenities Health set its sights on serving entire health systems. As Aasim notes, “Primary care is a loss leader in America. The things that make money are these high dollar surgical procedures.”
This insight shaped their approach to product development. Rather than just improving the physical experience, they focused on addressing patients’ biggest fear: cost uncertainty. “The number one problem in US healthcare today for patients is cost. It’s the fear of bankruptcy,” Aasim explains.
A Different Kind of Healthcare Brand
Breaking from industry norms, Amenities Health developed a distinctive brand identity. “If we’re coming in and we’re saying we’re really great at experience, why would we want to look as awful as healthcare does?” Aasim asks. This differentiation extends beyond aesthetics – it’s a statement about their role in transforming healthcare.
The Future Vision
Looking ahead, Amenities Health aims to establish a new category in healthcare: loyalty. “We say we’re the premier digital front door and loyalty platform,” Aasim explains. Their goal is to demonstrate that memberships can reward health systems while delighting users.
The vision extends beyond improving patient experience – they’re working to fundamentally reshape how healthcare systems think about customer retention. By introducing membership models with guarantees around pricing transparency and satisfaction, they’re bringing proven consumer loyalty tactics to an industry that’s never properly valued customer retention.
“If you could see 10% market share shift from their competitors to them because they created a better experience, now the profit motive and greed and all the best parts of capitalism take over,” Aasim explains. This market-driven approach could finally solve what decades of policy reform couldn’t – making healthcare more patient-centric.
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