Page 10 - CCPHP Brand Book

CASTLE CONNOLLY
PRIVATE HEALTH PARTNERS

TERMINOLOGY PAGE 10

General Terminology and Messaging Guidelines for CCPHP Enhancements, Amenities and Services
[Note: these guidelines are commonly used examples and should be applied in context; this is not a complete list, if you have any
questions, ask Andrew Bogen, general legal counsel]

Incorrect term Suggested revision Explanation

• Connectivity

• opportunity to take part in Implies that concierge medicine provides
Access
• Connection better medical care only for the affluent.

• Navigation

The word 'benefits' is commonly associated
• Advantages
Benefits with insurance benefits. To differentiate itself
• Enhancements from medical services rendered CCPHP
Terminology • Amenities avoids using this term.

The health coaching program is included in the

• At no added cost Membership program and is not free of
Complimentary
• At no additional cost charge, but rather included in the Membership

fee.

Best, in reference to a doctor or care • Top doctor
Unable to support this, avoid hyperbole
• Exceptional care
• Membership practice Avoid due to negative connotation with the
"Concierge practice”
• ”Concierge” or “Membership” practice term 'concierge' being only available to the

• Concierge Membership practice... wealthy.

• Connect
Avoid using terms commonly associated with
Refer/ referrals • Navigate
providing medical services.
• Facilitate