Communication with consumers is rapidly evolving. In industries outside healthcare, personalized, 24/7 communication models have become the norm, creating “always-on” experiences that meet consumers where they are. Healthcare systems, however, lag behind these industries and have much to learn from their approaches to consumer engagement. By adopting proven strategies, health systems can close the gap and build more meaningful, seamless interactions with their patients.Despite this opportunity, many health systems fall into the habit of purchasing the 'shiny new toy' before developing a clear vision for how to deploy the technology and interact with consumers. This often results in underutilized tools, lost value, and frustration for both administrators and patients.Geisinger Health sought AVIA, a digital transformation organization, to address a critical opportunity: sunsetting their legacy SMS texting solution and selecting a modern platform to align with their broader communication goals. Through a collaborative process, Geisinger partnered with AVIA to engage and educate key stakeholders on:- Market Insights: Understanding the competitive landscape and emerging communication trends to inform decision-making.- Needs and Challenges: Identifying and prioritizing functional and technical requirements while addressing pain points with the legacy SMS solution.- Use Cases: Developing a comprehensive set of use cases to ensure technology capabilities aligned with Geisinger’s organizational goals.- - Vendor Evaluations: Participating in demonstrations with leading vendors to evaluate their ability to meet Geisinger’s needs.The process narrowed the choice to two finalists: one vendor specializing in SMS communication and another focused on omnichannel orchestration. Geisinger leveraged AVIA's expertise and market insights to select the best solution and ensure the vision was socialized across the enterprise.This session will share best practices, challenges, and lessons learned from this journey, providing actionable insights for health systems navigating similar transitions. By developing a clear vision and involving stakeholders early, organizations can harness the full potential of modern communication platforms to deliver a seamless, consumer-centric experience.