RT Journal Article SR Electronic T1 Maximizing the Patient-Centered Medical Home (PCMH) by Choosing Words Wisely JF The Journal of the American Board of Family Medicine JO J Am Board Fam Med FD American Board of Family Medicine SP 248 OP 253 DO 10.3122/jabfm.2016.02.150199 VO 29 IS 2 A1 Jenna Howard A1 Rebecca S. Etz A1 J. Benjamin Crocker A1 Daniel Skinner A1 Kelly J. Kelleher A1 Karissa A. Hahn A1 William L. Miller A1 Benjamin F. Crabtree YR 2016 UL http://www.jabfm.org/content/29/2/248.abstract AB Background: Culture is transmitted through language and reflects a group's values, yet much of the current language used to describe the new patient-centered medical home (PCMH) is a carryover from the traditional, physician-centric model of care. This language creates a subtle yet powerful force that can perpetuate the status quo, despite transformation efforts. This article describes new terminology that some innovative primary care practices are using to support the transformational culture of the PCMH.Methods: Data come from the Agency for Healthcare Research and Quality–funded Working Conference for PCMH Innovation 2013, which convened 10 innovative practices and interdisciplinary content experts to discuss innovative practice redesign. Session and interview transcripts were analyzed using a grounded theory approach to identify patterns and explore their significance.Results: Language innovations are used by 5 practices. Carefully selected terms facilitate creative reimagining of traditional roles and spaces through connotations that highlight practice goals. Participants felt that the language used was important for reinforcing substantive changes.Conclusions: Reworking well-established vernacular requires openness to change. True transformation does not, however, occur through a simple relabeling of old concepts. New terminology must represent values to which practices genuinely aspire, although caution is advised when using language to support cultural and clinical change.