Start with their problem. Then help them work on their why.”

Shereese Maynard, CEO of AskSHereese, breaks down why so many healthcare communications — and solutions — fall flat. | #HITshow

“Everyone who has an interest in healthcare is there for their why. But rarely is everybody’s why the same.”

That disconnect is especially stark between leadership roles:

“A CEO has a different why. He’s building the organization. The CIO? He 100% has a different why — it affects everything within the system.”

The key to bridging that divide, she says, isn’t more jargon or tech specs — it’s learning how to explain value through the lens of the person you’re speaking to.

“When you’re explaining HL7, you’re really saying: we can help all of these systems cooperate — maybe even love one another. And that means happier patients, better outcomes, and yes, more revenue.”

It’s not just about messaging — it’s about meeting each stakeholder at the heart of what drives them.

What’s the biggest “why” that your team struggles to align around?