Creating a culture in the clinic that embraces the use of patient-reported outcomes as part of clinic identity is vital for success in healthcare today. Ensuring that an outcomes culture is welcomed and effective begins with identifying and aligning the varying breadth of reasons for measuring PRO’s. Everyone on the team should recognize and understand the “why” and their own contribution in its success, as well as others’ reasons why and contributions for success. In this session, learn best practices and successful tips to identify and communicate your own clinic “why,” and then use that why as a springboard to engaging patients and staff using the PRO’s as an integral part of the daily clinical practice - for use in patient care, clinic management, marketing, community engagement, and more.