CEO of Sterling Healthcare Implementation Firm, SI Medical Supply, and SIMPCO Jeffrey E. Sterling, MD, MPH is a national leader in community-based medicine, healthcare, and public health. He serves as President and CEO of Sterling Healthcare Implementation Firm (SHIF), a global healthcare consulting and implementation firm assisting entities in incorporating best practices. SHIF has assisted health systems, health plans, and state governments, and medical practices in over three dozen states nationally. SHIF has gained particular notoriety for its work in creating “Centers of Excellence” among healthcare entities.