5 steps to creating an efficient, patient-centric system

Healthcare is undergoing a transformation driven by digital innovation, shifting patient expectations, and evolving regulatory demands. From telemedicine to AI-powered diagnostics, the opportunities to improve care are vast, but so are the risks. At the heart of this transformation is the need to treat patients not just as recipients of care but as informed participants in their health journey. Building a system that respects their preferences, protects their data, and delivers meaningful experiences is essential for long-term success. 

Here are five strategic steps to help healthcare organizations create a system that is both efficient and centered around the patient:

1. Prioritize consent and privacy from the start
2. Build interoperable data ecosystems
3. Embed patient feedback into system design
4. Align governance with operational workflows
5. Leverage private equity for strategic transformation

Prioritize consent and privacy from the start

Patients are increasingly aware of how their data is used, and they expect transparency and control. According to research from Syrenis, 92% of Americans believe explicit opt-in consent should be mandatory for sharing health data, and 72% are concerned about misuse by external entities. Consent management platforms (CMPs) such as Cassie enable organizations to meet these expectations while complying with global privacy regulations including GDPR, HIPAA, and CCPA. 

Action: Deploy a CMP that supports granular consent, real-time updates, and full auditability across all communication channels. 

Build interoperable data ecosystems

Disconnected systems lead to fragmented care and poor patient experiences. The Trusted Exchange Framework and Common Agreement (TEFCA), launched by the ONC in 2023, is designed to create a unified approach to health information exchange across the United States. It enables providers, payers, and public health entities to securely share data while maintaining patient privacy. Interoperability also supports marketing and engagement strategies by enabling personalized, compliant communications. 

Action: Adopt standards such as HL7 FHIR and integrate consent data across EHRs, CRMs, and digital platforms. 

Embed patient feedback into system design

Patients expect meaningful control over their health data and want their preferences reflected in how care is delivered. According to a 2024 survey by Pew Research Center, 81% of U.S. adults believe individuals should have the right to decide who can access their health information. Additionally, 64% say they would be more likely to engage with digital health tools if they had clear visibility into how their data is used. 

These insights reinforce the need for feedback-driven design in consent journeys and digital engagement. When patients feel heard and empowered, they are more likely to engage with healthcare services and share data that can improve outcomes.  

Action: Use feedback analytics to refine digital touchpoints and ensure consent journeys are intuitive, transparent, and aligned with patient expectations. 

Align governance with operational workflows

Privacy governance must be embedded into daily operations. The HIPAA Security Rule outlines clear expectations for administrative safeguards, including role-based access controls, workforce training, and accountability measures for handling protected health information (PHI). These controls are essential for ensuring that only authorized personnel access sensitive data and that all access is traceable and auditable. 

Marketing, IT, and compliance teams should collaborate to ensure that data usage aligns with declared purposes and patient expectations. This includes mapping consent to operational workflows and maintaining visibility across systems. 

Action: Conduct regular audits and cross-functional training to reinforce privacy culture and ensure role-based access aligns with HIPAA requirements. 

Leverage private equity for strategic transformation

Private equity is driving innovation in healthcare by funding scalable, tech-enabled models. As highlighted by Matt Holt, managing director and president of private equity at New Mountain Capital, in a McKinsey interview, PE firms are focusing on operational efficiency and patient experience. Marketing leaders can advocate for investments in consent technology and personalization tools as part of broader transformation strategies. 

Action: Position consent and preference management as a strategic enabler in investor and board-level discussions. 

Turning compliance into competitive advantage with Cassie 

Creating a patient-centric system requires more than meeting regulatory requirements. It demands a strategic approach to consent and preference management. Cassie, the platform developed by Syrenis, enables healthcare organizations to unify consent across disparate systems, providing real-time updates, granular control, and full audit trails. 

By integrating Cassie into the care continuum, organizations can: 

• Centralize patient touchpoints to avoid conflicting messages 
• Support evolving care models focused on education and wellness 
• Enable direct-to-consumer outreach with personalized communications 
• Improve data integration and interoperability 
• Drive market growth by aligning with consumer demand for engagement and preventative care 

Cassie helps healthcare providers move beyond administrative compliance. It creates the conditions for trusted data use, personalized engagement, and operational efficiency. With over 1.2 billion data records managed globally, Cassie is a proven solution for organizations seeking to modernize their consent strategy and deliver meaningful patient experiences.