Healthcare experiences begin long before a patient enters a care setting and continue well beyond the traditional survey. Consumers are sharing signals about access, trust, friction, expectations, and intent across the digital front door, search, online reviews, contact centers, social channels, and other everyday interactions. Yet many healthcare organizations still rely primarily on downstream, episodic measures of patient experience. This fireside chat will explore how healthcare systems can "shift left" to understand the holistic consumer journey, connect the identities of consumer, patient, and customer, and turn upstream and unstructured signals into meaningful action. Panelists will discuss how expanding the aperture beyond CAHPS can help organizations identify emerging needs, improve access and digital experiences, strengthen trust, and create more connected experiences across the healthcare journey.