In today’s digital age, businesses often rush to adopt new technologies, but few strike the balance between innovation and genuine human connection. On today’s episode of The Small Business Show, we’re joined by New York Times best-selling author and customer experience expert Joseph Michelli to discuss how Amazon’s One Medical is redefining the patient experience with a people-first, tech-enabled model. The conversation, based on Michelli’s new book All Business Is Personal, offers key lessons for any business aiming to modernize without losing its personal touch.
One Medical, a membership-based primary care service now offered through Amazon Prime, is transforming the way patients interact with healthcare providers. By combining Silicon Valley technology with a compassionate, patient-first mindset, One Medical offers features such as same-day or next-day appointments as well as a proprietary scheduling app. According to Michelli, 97% of patients are seen by their doctors within three minutes of their appointment—a stark contrast to the traditional wait times in healthcare settings.
Michelli attributes much of this innovation to Tom Lee, a Harvard-trained physician and Stanford Business School graduate, who founded One Medical by asking fundamental “why” questions about standard industry practices. Why do patients have to weigh in every time? Why is there so much waiting? The result was a reengineered, human-centered experience supported, not overshadowed, by technology.
The book’s core message is simple but powerful: technology should serve to enhance the human condition, not replace it. This means utilizing AI and automation to streamline repetitive tasks, allowing employees to focus on what truly matters—meaningful, personal interactions. Michelli draws a key distinction between personalization (what AI does) and being personal (what humans do), arguing that the latter is irreplaceable.
“The moreI view you as a personally connected brand to me, the more likely i'm going to stick around.”
For small businesses that lack Amazon’s resources, Michelli advises mapping the entire customer journey, identifying high-value moments, and using available tech to streamline operations. However, equally important is training frontline employees to create memorable experiences—something as simple as remembering a customer’s vacation plans or offering a complimentary glass of port at the end of a meal. These micro-moments can lead to disproportionate gains in customer loyalty.
Michelli warns against relying too heavily on automation. While tech can ease friction, it won’t build relationships. Businesses that focus only on efficiency risk losing the 400% higher lifetime value that comes with personal customer connections. The goal is not to replace human touchpoints but to amplify them.
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