Background: Inclusion of patients in healthcare service and system planning is an increasingly important tool to improve healthcare systems worldwide. In 2012, a focused healthcare reform was initiated in Austria to strengthen the primary care sector. Objectives: The aim of this study was to assess the perceptions, desires and needs of patients in terms of primary care as a necessary building block of the Austrian healthcare reform. Methods: This study was designed as an exploratory qualitative study using semi-structured interviews between the years 2013 and 2018. Research questions focused on patients positive and negative experiences with regard to GP consultations and the overall primary care system, as well as desires for improvement. Qualitative content analysis by Mayring was used to analyze the material. Results: Altogether, 41 interviews were conducted with seven main-categories identified. These categories include coordination and time management around consultation, human and professional aspects of consultation including coordination of care, access and availability including opening hours, infrastructure and hygiene of the waiting room, personnel, and overarching healthcare system factors. Conclusion: This study demonstrates the importance of bringing the patients voice into ongoing healthcare reform. Without appreciating and responding to patients perceptions and needs, healthcare reform in Austria might be challenged to improve in areas such as time, coordination and navigation. Successful health care reform necessitates the inclusion of the patient voice.