Big Business. Big Health Reform. Has a nice ring to it.

New America's health policy program is hosting a forum at the National Press Club this afternoon with Health CEOs for health reform (HC4HR). Two participants laid out their preview in an op-ed this morning in the San Francisco Chronicle.

Lloyd H. Dean, president/CEO of Catholic Healthcare West and Bruce Bodaken chairman and CEO of Blue Shield of California wrote about the "renewed hope" for national health reform. And they bluntly said that the health care sector must get on board "even if it runs counter to their business models." They are part of a coalition of health care CEOs who recognize that "business as usual is not sustainable, and who are willing to take risks to achieve universal coverage with lower long-term costs."

Dean and Bodaken outlined several steps necessary to achieve an equitable and sustainable system. Among their recommendations:

• Health plans must give up the right to pick and choose their customers based on how healthy they are, and instead compete on cost, quality and service.
• Hospitals and physicians must be accountable for the quality and affordability of the care they deliver. They should be paid based on quality outcomes, not on the number of services they provide.

We'll tell you more about what the business leaders say after the event.