While U.S. healthcare is still very much a work in progress, with new economic and regulatory pressures reshaping virtually every business model, one diagnosis remains the same: Consumers are powerful. Winning them over requires speaking their language, and that’s a real challenge. On one side, health systems still operate from their lexicon of sickness—they run hospitals, medical centers and clinics. But when consumers talk about health, they do so more broadly, thinking about diet, fitness and other wellness offerings.

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