Systems, methods and computer readable media are provided that facilitate managing and optimizing the experience of patients and visitors in association with visiting a medical facility. In an embodiment, as system can include a receiving component that receives arrival data regarding an entity arriving at a healthcare facility. The system can further include a discovery component that determines intent information regarding intent of the entity at the healthcare facility, and analyzes the intent information to determine a destination location for the entity within the healthcare facility, and a wayfinding component that facilitates navigating the entity to the destination location by providing the entity, via a mobile device associated with the entity, with real-time navigation information to the destination location.