As you know, consumerism in health care leads to the increasing attention on healthcare outcomes (Wadhwa, 2002). Physical cure and emotional care are two outcomes that appear important to consumers of health care (Zifko‐Baliga & Krampf, 1997). With the current focus on outcomes management, it is important to note that consumers very clearly perceive the physical cure (i.e. improved physical well-being and improved quality of life) as well as the emotional cure (i.e. improved emotional well‐being and reduced stress levels). Both need to be addressed when measuring outcomes. How would you measure the emotional aspect of the cure?