5 THINGS YOU SHOULD KNOW BEFORE IMPLEMENTING A CONSENT MANAGEMENT PLATFORM (CMP)
Guest post by Paul Pierce – SVP, Professional Services
Since the implementation of the General Data Protection Regulation (GDPR) for the EU in 2018 and the plethora of companion regulations such as Canada’s Anti-Spam Law (CASL) and the recent updates to the California Consumer Privacy Act (CCPA) in January 2020, the demand for comprehensive consent management solutions has been at the forefront for health and life sciences (HLS) commercial marketing and patient support organizations.
Modern consent management regulations define a broad set of requirements for consumer rights that span transparency, access, rectification and deletion. These requirements aren’t limited to siloed engagement channels either. They span today’s digital channels, including web, media, email, SMS and mobile (xPNS) engagement channels.
The comprehensive nature of today’s regulations do not preclude custom solutions. However, the specter of maintaining compliance as regulation and industry standards, like the Interactive Advertising Bureau Transparency & Consent Framework (IAB TCF), mature is a daunting order for most HLS organizations. Meanwhile, this common challenge has spurred innovation in today’s enterprise CMPs, which simplify integration into existing technology ecosystems, improve the likelihood of compliance, and support modern marketing experience expectations.
The factors for identifying a CMP that best fits your organization will reach beyond budget and timing. Below are a few factors to keep in mind, along with a tip for a perhaps surprising place to look for CMP solutions inside your existing technology ecosystem.
CONSENT, SECURITY AND PRIVACY
At the core of a global consent management program are the policies that clearly articulate your organization’s approach to user consent, data security and data privacy. Often, those policies must be customized by geography and incorporated in user experiences based on the individual location of each user.
Understanding the state of established policies will help determine how much CMP policy accelerators may help your legal and privacy teams.
USER TRANSPARENCY AND CHOICE
A concern, particularly early in the CMP revolution, was “Will injecting policy disclosures and granular preference management into the user experience impede first-party data collection and fill rates?” Today we know the answer—no. To the contrary, user fill rates were 39% higher when users had transparency regarding what data was collected, how it was used, and whether the data will be shared or sold, as well as when they were provided control over what data users were willing to share. (Source: Mediavine 2018)
The success of your global consent management solution may be measured on the effect on commercial marketing and patient support programs, as much as on improved compliance.
The ability for a user to have access to their data, commonly including sensitive data classifications such as personally identify information (PII) and, for the HLS industry, individually identifiable health information (IIHI), is foundational to transparency and trust. Embedded in a compliant solution is the capability for the user to request their information in a portable and machine-readable format.
This critical CMP requirement extends beyond collected and derived individual data. The implemented solution must also support the disclosure of how user data was used—for instance, for personalization or targeting—and which elements of the user’s data may have been shared or sold to third parties.
Today’s user requires control of their experience and control over their data. A tenet of consent management is the user’s ability to exercise granular control of data collected, data derived about them (common in look-alike personalization solutions), and which data is shared across integrated systems and other third parties. Collectively, these requirements represent individualized preference management: a term often too narrowly defined to communication opt-in and opt-out management.
The long-term health of a consent management strategy must incorporate rectification as a recurring exercise, as commercial marketing and patient support experiences become more data-driven and personalized.
No user right is more foundational in modern consent management regulation than the ability of a user to request and know that their data has been erased.
All modern CMPs support data deletion. A tip for considering this factor is to factor in propagation through integrated systems and the effect on user experience across experience delivery systems.
THE SUM OF THE PARTS
The modern marketing and patient support ecosystems contain tightly woven systems that manage user experience, transaction workflows and business intelligence functions. The introduction of a CMP to this ecosystem impacts everything from experience delivery to periodic business reporting.
The ease of integration—or, rather, the level of disruption—a CMP has is as critical to the success of the introduction of a consent management solution as the supporting features of the CMP are to compliance. Keep this factor in mind when considering a potential solution and implementation strategy plan.
BUY ONE, GET ONE
BOGO CMP & DMP
Did someone suggest you may have a CMP in your technology ecosystem already? Yes, you just might. The common need for consolidated user data to fuel modern marketing (cross-channel) experiences and global user consent management has given way to a unique and beneficial BOGO opportunity for HLS organizations who’ve implemented Salesforce Audience Studio. Audience Studio natively contains sophisticated IAB TCF–compliant CMP.
Also, the common footprint of the Salesforce Marketing Cloud in commercial marketing and the Salesforce Health Cloud (or Service Cloud) in HLS patient services introduces the unique benefit of dramatically easing CMP integration when Audience Studio is integrated with an existing Salesforce platform.
Whether you are crafting your first consent management strategy as part of a new commercialization plan or upgrading your existing consent management capabilities and compliance, choosing the appropriate solution has a broad set of common factors and factors unique to your organization.
Want to talk about what you should consider in your consent management journey? Contact us below and we’ll share our insights for your roadmap.