Going to the doctor is never fun. But when you add in long wait times, inefficient front desks and doctors who'd rather look at their computer than you, it can add to your misery.

But now hospitals are beginning to put the patient experience front and center, especially since their Medicare reimbursements are now linked to positive customer surveys. It's even led some forward-thinking hospitals to hire so-called chief patient experience officers and ask consultants from five-star hotel chains to help redesign their lobbies.  

Health care consultant Lisa Suennen, from Valkyrie Ventures in Mill Valley, California, explained more about the shift.