The campaign What matters to you? aims to involve patients in their care by asking them this question, rather than the traditional What's the matter with you? Since 2012, the What matters to you day, on June 6 has become an international movement, relayed by the Fédération des hôpitaux vaudois in 2019 and in the canton of Vaud in 2024. In addition to asking the question in clinical settings, the campaign also uses the results at an institutional level to make the organization and its culture more patient-centered. The main themes raised by patients are care relationships, listening, and concrete solutions. For institutions, the key points are the spirit of the question, and the posture required to pose it. Sustaining the campaign requires quality improvement methods, implementation science, and change management.