Claritas Rx, the patient journey experts, today announced the release of a new Everest Group white paper: From Fragmented to Orchestrated: Omnichannel Engagement in Patient Services. The white paper addresses a persistent challenge in life sciences: despite significant investment in omnichannel patient engagement, most patient support programs still deliver fragmented, inconsistent experiences. Patients receive repeated outreach, conflicting guidance, and unclear next steps — not because support is absent, but because the industry has been solving for channels rather than coordination.
“The omnichannel challenge is becoming more pronounced as enterprise expectations for coordinated engagement rise across functions, including patient services,” said Chunky Satija, Partner at Everest Group. “Fragmented data, limited interoperability, and limited journey visibility make it difficult to synchronize interactions and track journeys end-to-end—creating inefficiency, inconsistent experiences, delays in therapy initiation, lower treatment persistence, and reduced patient trust. This pattern persists because omnichannel in patient services is often implemented as channel expansion rather than journey continuity. It is far harder to ensure that each touchpoint reflects what has already happened, acknowledges the patient’s specific barrier, and makes a clear, consistent ask that advances the journey.”
Key Findings from the Report
The white paper draws on Everest Group research and patient services leader interviews to surface four critical insights:
- Omnichannel expansion without coordination creates noise, not progress. Programs that add channels without fixing underlying data, workflow, and consent gaps increase patient outreach volume while reducing case advancement.
- A data-first foundation is non-negotiable. True omnichannel coordination requires a shared, trusted view of where each patient is in their journey, what barrier is active, and who owns the next step across hubs, specialty pharmacies, case tools, and partner ecosystems.
- Consent governance is an execution enabler, not an afterthought. When consent is captured once with clear scope and made usable downstream through governed rules and auditability, programs can coordinate cross-entity support with confidence and scale.
- Next-best action and AI-assisted decisioning shift patient services from broad outreach to need-based support. By surfacing the right intervention, for the right patient, through the right owner, at the right moment, programs can protect capacity and improve outcomes, including time-to-therapy, persistence, and patient trust.
“Coordination doesn’t happen because you add another channel — it happens because the foundation underneath it is solid,” said Michael Fitzgibbons, CEO of Claritas Rx. “Identity clarity, consent that travels with the patient, and a shared view of where every journey stands — those are the building blocks. Get those right, and omnichannel support isn’t something you have to force. It’s just what happens.”
About the White Paper
From Fragmented to Orchestrated: Omnichannel Engagement in Patient Services was authored by Everest Group and is available to Claritas Rx customers and partners. The report provides patient services leaders with a practical framework for understanding effective omnichannel engagement, identifying the gaps preventing it, and taking actionable steps to operationalize it across complex, multi-party ecosystems.
To request access to the full white paper, visit https://www.claritasrx.com/thought-leadership/omnichannel-engagement-in-patient-services/ or contact Info@ClaritasRx.com.
About Everest Group
Everest Group is a leading research firm helping business leaders make confident decisions. With deep expertise across technology, business processes, and engineering, Everest Group delivers precise and action-oriented guidance. Learn more at www.everestgrp.com.
About Claritas Rx
Based in South San Francisco, CA, Claritas Rx helps rare disease and specialty brands remove the barriers that keep patients from accessing and staying on the treatments they need. By uniting the most complete view of the patient journey with purpose-built technologies, we predict and resolve access challenges before they disrupt care. Our intelligent solutions combine advanced analytics, real-world data, AI, and in-line CRM capabilities to increase start and refill rates, reduce abandonment, and improve brand performance. For more information, visit www.ClaritasRx.com.
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