As information once held closely by providers becomes available to health plans, employers, and consumers, old hierarchies are disintegrating. “The democratization of health care,” as the National Academy of Medicine has labeled it, brings with it new roles and rules that challenge health systems to successfully combine high-tech analytics with sophisticated high-touch outreach. As complex clinical care information spreads outside conventional professional channels, it will disrupt traditional roles of providers, payers, patients, and others. To thrive in this new environment, provides will need to understand how roles and interactions are evolving and how new kinds of rules will govern them. To do this, analytics that allow sophisticated measurement and management will be key to surviving and prospering in an era of artificial intelligence and distributed data.