Glyn Elwyn et al. describe how patients and their healthcare providers can coproduce health services for better value, satisfaction, and outcomes. Coproduction has revolutionized the economies and practices of several sectors–travel, shopping, banking, etc.–and has already begun to transform the way we think about healthcare. In this new article from BMJ Quality and Safety, Elwyn et al. define coproduction, describe its origin, and highlight exemplars in healthcare services that have already made this modern model of care a reality.