Jeannette Warren wrote an excellent article last January about a shift from the four P’s of marketing (product, price, place, and promotion) to the four C’s, which are more customer focused: Customer wants and needs, Cost, Convenience, and Communication. Different industries and firms refer to their customers with different terms. For example, Disney Parks call their customers “guests,” and consultants may refer to their customers as “clients.” Healthcare marketing revolves around the patient, and in some cases the target customer is a representative of the patient, such as a parent, adult, child, or guardian. Healthcare insurance marketers refer to policyholders or insureds as their target audience. To borrow and slightly alter Shakespeare’s words, “a customer by any other name would be as precious.” In this article, I connect the four C’s of marketing to the specific issues of the healthcare industry.