The moment for value-based care is now—but marketing it still lags behind.
While health systems have poured enormous time and energy into population health, risk-based contracts, and quality scorecards, the messaging often remains stuck in regulatory speak or buried in dry PDFs. And that’s a missed opportunity.
Value-based care isn’t just a payment model—it’s a brand opportunity. When done right, it shows consumers, employers, and payers that your health system is modern, trustworthy, and focused on what matters: better outcomes, not more services.
“We need to stop thinking of value-based care as a reimbursement model and start marketing it as a promise—one that tells patients: we’ll keep you healthier, longer, and at lower cost. That’s a story people want to hear.”
— Dr. Farzad Mostashari, CEO, Aledade and former National Coordinator for Health IT
Here are five quick wins to elevate your value-based care story—and position your organization as a leader in care that’s smarter, more human, and more sustainable.
Quick Win #1: Reframe the Narrative — From Cost to Compassion
Why it works:
Most messaging around value-based care gets stuck in industry jargon: “alternative payment models,” “shared savings,” “bundled episodes.” It’s accurate, but it’s not compelling.
Flip the script. Lead with humanity.
Instead of:
“We participate in value-based care programs to reduce avoidable costs.”
Try:
“We’re shifting from sick care to well care—so you spend more time healthy, and less time in waiting rooms.”
Example:
Geisinger Health System does this brilliantly. Their messaging around their ProvenHealth Navigator® and population health programs focuses on keeping people out of the hospital—and uses clear, compassionate language. One campaign tagline: “Caring for you, not just your condition.”
What to do now:
Audit your website and collateral. Replace clinical or policy jargon with people-first language.
- Train spokespeople to describe value-based care as a relationship, not a reimbursement method.
- Develop a messaging guide that aligns with patient and employer values—like longevity, access, simplicity, and trust.
Quick Win #2: Spotlight Outcomes Over Operations
Why it works:
No one buys a car because of what’s under the hood—they want to know how it drives. Similarly, no consumer or employer wants to read your operational metrics. They want proof that your system produces better outcomes.
How to shift:
- Translate your quality metrics into benefit-driven language.
- Don’t just say “We lowered readmissions”—say “More of our patients recover at home and stay there.”
Example:
Cleveland Clinic doesn’t just report outcomes—they package them into an easy-to-read, visually clean “Outcomes Book” by specialty. These are widely shared with referring physicians and employer groups and form the backbone of their reputation for high-value care.
What to do now:
- Turn one existing quality report into a visually engaging infographic.
- Identify 3 metrics that show improvement in preventive care, chronic disease management, or patient experience.
- Use those as anchor points in your digital ads, social media, and primary care outreach campaigns.
Bonus tip: Tie outcomes to life goals. For example, “Our diabetes care program helps more patients get back to hiking, biking, and living fully.”
Quick Win #3: Empower Physicians as Brand Advocates
Why it works:
In value-based care, the physician is the linchpin. When doctors believe in the model, they advocate it not just clinically, but also culturally.
And when patients or partners hear it from a trusted clinician, it lands with more credibility.
Example:
Intermountain Health uses physician voices across its “Best Practice” campaigns—video, blog, and LinkedIn. One compelling short-form video series featured primary care doctors explaining how their care teams use data and proactive outreach to prevent unnecessary ER visits.
What to do now:
- Identify 2-3 physician leaders in value-based programs who speak well and passionately.
- Record 30-60 second videos of them explaining how value-based care improves care quality.
- Create physician-friendly social tiles, LinkedIn posts, or blog contributions from these advocates.
Pro tip: Build an internal speaker’s bureau—your clinical influencers are your most underused marketing asset.
Quick Win #4: Showcase Real Stories with Measurable Impact
Why it works:
Nothing brings value-based care to life like a real story—especially when it’s backed by outcomes.
A patient who avoided hospitalization because of a remote care team. A grandmother who got her blood pressure under control and is now dancing at her granddaughter’s wedding. These stories are the value.
Example:
Sutter Health created a “Connected Care” video series highlighting individual patients who avoided costly interventions thanks to their integrated care model. One video followed a heart failure patient whose care team proactively adjusted his meds remotely preventing a hospital stay.
What to do now:
- Interview care coordinators, health coaches, or population health leaders for patient wins.
- Choose 2-3 stories that reflect key populations you serve: e.g., Medicare Advantage, Medicaid, chronic disease, etc.
- Add a stat or metric to each story: “60% reduction in ED visits” is more powerful when paired with a face and a name.
Delivery matters: Pair the story with strong visuals and short-form video for social platforms. Put the longer version in a newsletter or landing page. One story, many uses.
Quick Win #5: Repurpose Your Quality Data into Differentiated Content
Why it works:
Every health system collects data on outcomes, utilization, access, and equity. But very few know how to translate that into content that differentiates.
Done right, your performance data can become:
- A lead gen white paper for employers
- A public health spotlight in your blog
- A proof point in RFPs or partnership pitches
Example:
Northwell Health publishes its Community and Health Equity Reports in web-first formats that are visually rich and broken into digestible content blocks. Their blog and social media reinforce the metrics with human-centered storytelling and community partnerships.
What to do now:
- Meet with your quality and population health teams monthly. Get their highlights and translate them into storytelling.
- Create a branded “State of Health” report that pulls in equity, experience, and outcomes data.
- Use the data to power your SEO blog strategy: “How our cardiac program helps more patients recover without surgery” is better than “Cardiology update Q3.”
Most importantly: Put it where it will be seen—don’t bury it in PDFs. Use web modules, email teasers, LinkedIn carousels, and visual dashboards.
✅ Checklist: Quick Action Plan to Market Value-Based Care
Conclusion: Start Small. Signal Big.
The shift to value-based care is complex—but marketing it doesn’t have to be. With a handful of thoughtful moves, you can turn your data into proof, your doctors into storytellers, and your brand into a beacon of trust.
Look to the systems doing it well—Geisinger, Cleveland Clinic, Intermountain, Sutter, Northwell—and take a page from their playbook. Then make it your own.
The key is starting. Pick one of these wins, put a name and a deadline next to it, and get it out into the world.
Because value-based care isn’t just better for patients. It’s also better marketing—if you make it so. We can help you get that quick start you are looking for with a Value-based Care Marketing Playbook. Book a 15-minute introduction and we will send it your way.
