Patients view their healthcare providers, like most companies, as a single entity, but basic preference collection webpages prevent providers from behaving like one. They behave as siloed systems, information systems that isolate data from the rest of the healthcare organization. By resorting to a simple preference webpage, healthcare companies are missing out on the opportunity to communicate more effectively. When patient preference information is shared across the organization, marketing efforts can be customized to effectively deliver a personalized and consistent message. Instead, customers experience inconsistent interactions, unwanted emails or texts, and phone calls; they are turned away feeling unheard.

For example, many doctor offices today offer cosmetic services or product offerings that may not be covered by insurance. However, some of their patients may prefer to only receive communications related to their regular visits and desire minimal marketing communications offering additional services to them. Having a more intelligent system that can manage the preferences of all individual patients makes it easier to understand what each one wants and needs.


Once healthcare organizations are aware of the dangers associated with oversimplified or DIY systems, they realize the value of comprehensive enterprise preference management solutions. A centrally located management system is necessary to minimize risk; integration across the whole organization guarantees all units are in-sync with the patient, communicating with them accordingly. These systems build trust, enhance vital patient relations and ROI. Additionally, if compliance is called into question, robust preference management systems protect legal authority through following regulatory rules, recording data, and providing healthcare organizations with a full history of each consent permission to date.

Many healthcare organizations build their own internal solution for consent and preference collection in an attempt to save money or retain control; ironically, they are losing money and missing the mark. When deciding whether to build or buy, these organizations must be aware of the differences with each approach. Preference webpages collect fragmented data and fail to integrate information provided by the patient. As a result, organizations open themselves up to compliance violations and negative patient relationships. On the other hand, investing in a preference management system integrates information company-wide and continuously evolves with data privacy regulations to protect your company and remain compliant. These systems allow you to optimize your communications and patient relationships.


About the Author: Jeff Jarvis is senior vice president of Strategy & Consulting at PossibleNOW. Jeff brings to PossibleNOW an extensive background in domestic and international business environments. He has helped companies drive business growth, develop high-performance sales and service organizations and implement process best practices. Jeff has held executive positions with FreebeePay, Agentek, SupportSoft, and CoreNetworks and management positions with Mosaix, Sequent Computer and IBM.

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