In healthcare today, no matter how advanced the analytics engine, how seamless the digital front door, or how robust the CRM system, none of it works without trusted, accurate identity data. It’s a truth that’s finally receiving the attention it deserves, and new research confirms what many healthcare leaders already suspect: the industry is facing an identity crisis.
The issue isn’t a lack of data. In fact, the opposite is true. The industry is overwhelmed with data but starved for insight. Despite billions invested in digital infrastructure, from EHR and CRM systems to cloud data platforms, organizations still struggle to answer one of the most fundamental questions: Do we know who this patient or member is—with all their data, history, and details—across all our systems?
The costs of this strategic roadblock are staggering.
Healthcare organizations report spending over $1.3 million annually on identity-related issues, such as mismatched charts, duplicate records, and claim reprocessing. 35% of all denied claims are linked to inaccurate patient identification, costing the average hospital $2.5 million each year, according to a recent report from AHIMA. Across the system, the result is more than $6.7 billion in preventable losses annually.
But the risks go beyond financial loss. Misidentification can compromise patient safety, delay care, lead to compliance failures, and result in regulatory scrutiny. In an era where patient and member experiences directly influence market share, these inefficiencies risk both mission and margin.
From recognition to readiness
Verato commissioned an independent research firm to survey hundreds of healthcare executives across healthcare providers and other non-provider organizations, such as payers. The findings reveal a critical disconnect between strategic priorities and operational readiness.
An overwhelming 94% of leaders agree that a comprehensive view of the patient or member is essential to staying competitive. 98% say that connecting organizational tools with accurate identity information is vital to delivering exceptional experiences.
Yet just 30% of executives feel confident their current systems can support a complete, unified view of individuals. Even fewer believe they can consistently deliver seamless, personalized experiences across all touchpoints. The identity gap is real, and it’s holding back transformation across the healthcare continuum.
Why identity data remains fragmented
For providers, disconnected identity data leads to redundant outreach, care gaps, and operational inefficiencies. Nearly 80% of provider leaders cite unifying patient data across systems as a significant challenge, and over 70% report that inconsistent identity data hinders their ability to deliver personalized care.
Non-providers face similar obstacles. In fact, more than 80% of leaders say they lack real-time member identity data across platforms. 76% report that fragmented data interferes with care coordination and impedes value-based care efforts.
Whether engaging through call centers, digital tools, or clinical workflows, the success of these interactions depends on a reliable, consistent understanding of who each patient or member is.
The case for modern identity intelligence
Traditional identity solutions weren’t built for today’s healthcare ecosystem. Rule-based systems and siloed technologies struggle to manage the complexity and speed required to maintain accurate identity data across an increasingly complex digital landscape.
What’s needed is a master data management (MDM) solution built for healthcare. To meet modern challenges, it must feature referential matching of the highest accuracy, real-time integration into tools like Salesforce and Snowflake, and built-in enrichment that can add socioeconomic, demographic, and risk attributes to every profile. This approach gives healthcare organizations a scalable foundation for personalization, analytics, compliance, and engagement.
Identity intelligence as strategic infrastructure
Healthcare executives aren’t just looking to fix data quality issues. They are working to enable the future of care. As digital innovation accelerates and consumer expectations rise, identity intelligence is emerging as a core capability.
The research shows that nearly half of organizations plan to invest in new MDM solutions in the future. Unified views, data enrichment, and seamless integration with existing platforms are top priorities.
Visual callout in blog: What is identity intelligence?
Identity intelligence isn’t just about accuracy. It’s about delivering secure, trusted data to every team, at every touchpoint, in every moment that matters. When done right, it enhances personalization, streamlines operations, and safeguards compliance. Most importantly, it ensures that every engagement is built on a foundation of truth.
Get the full picture on healthcare’s identity imperative
If your organization is struggling with disconnected systems, delayed care coordination, or underperforming digital tools, it may be time to address the identity gap at its core.
Verato’s full research report, “The Healthcare Identity Crisis,” offers in-depth findings, executive benchmarks, and strategic recommendations to help your organization close that gap.
Download the full research report to explore the scale of the identity challenge in healthcare and the strategic steps organizations can take to address it with confidence.
