Your CBO’s value proposition is your strongest tool when trying to convince a health care entity to pay for your CBO’s services. Determine what your potential health care partner needs and identify the service offerings your CBO can provide to address those needs. Remember that this is essentially marketing, and you are now entering a competitive space. Packaging, pricing and people are three critical ingredients to your CBO’s value proposition. Focus on these to ensure that you are offering and effectively communicating a serious value proposition that addresses a key need for your potential partner. The Business Institute’s How to Guide and Worksheet: Developing Your Value Proposition for Medicare Advantage Plans can help guide your organization through the process of developing a compelling value proposition when seeking to contract with Medicare Advantage plans.