It all begins with Steve McQueen, as when it comes to Hollywood and cancer, it always begins with Steve McQueen. Stricken with terminal lung cancer a generation ago, he traveled to Mexico for unconventional treatments, including laetrile, the natural cure.

Working with Disney and as a senior-level hospital executive, he challenges that have defined customer service in healthcare. Mr. Lee asserts that both provide an “experience,” not just a service, Disney can earn the trust and loyalty of their guests and employees.