Abstract
Federally Qualified Health Centers (FQHCs) provide primary care services in underserved areas and are governed by patient-majority boards. A phenomenological approach was used to explore the lived experiences of board members as they addressed the need for fundamental change to meet the demands of a rapidly changing, highly competitive health care market (2010-2020). Findings were that board members rely upon personal experience and monthly board meetings to be alerted to change that affects health care delivery. They may need additional training to adjust governance and organizational performance to address the new patient consumerism, market conditions, and competition from other providers.