The healthcare industry has undergone significant changes since the introduction of consumer-directed health plans. As a result, an entire cottage industry in health tech was created to drive consumer involvement. Despite this, consumer engagement remains elusive. There is a clear need for "fan building" in healthcare. "Fans" are a critical engagement component of most industries; so how can healthcare remain the exception as it strives to be more consumer friendly? This book postulates that to have better (or more engaged) consumers in healthcare, we need to strive to build fans, followers, and friends. First, readers are initiated to the complexities in healthcare and necessary mindset changes to create fans and sustained engagement. Second, a model based on best practices from consumer disciplines provides a blueprint for building healthcare fans. Third, possible applications for Fandom in healthcare are illustrated with tools and templates to get leaders started on their journey for transformative engagement through Fandom. It incorporates wisdom based on interviews and discussions with healthcare leaders so Healthcare Fandom can become the oxygen needed for sustained healthcare engagement.