Success Story
Industry
Healthcare
From Cost Center to Impacting KPIs: How WMCHealth’s HIPAA-Compliant Data Collection Runs on FormAssembly
Eliminated
manual, paper-based processes for patient consent, provider profiles, and program intake
HIPAA-compliant
data collection across all patient-facing and internal forms
Marketing ROI
measured and tracked via integration with Salesforce Marketing Cloud
Overview
Westchester Medical Center Health Network (WMCHealth) is one of the Hudson Valley’s largest healthcare systems, operating across nine hospitals and two medical groups.
A network that size needs HIPAA-compliant data collection across locations, not to mention a way to connect that activity to measurable business outcomes so its digital efforts aren’t viewed as “just another cost center.”
To make it all possible, the small digital team at WMCHealth uses FormAssembly.
The Challenge
When Andrew Rote took over the digital lead role at WMCHealth, the organization’s forms were built into a legacy CMS so outdated it offered almost no functionality beyond basic field entry. More critically, there was no Business Associate Agreement (BAA) in place with that vendor, which meant every open-field form on the website was a potential HIPAA liability. Even a simple “Contact Us” form posed a risk: patients could voluntarily include protected health information in a comment field, and the organization had no guarantee that data was being handled compliantly.
At the same time, marketing at WMCHealth had long been viewed internally as a cost center. Without measurable outcomes, it was difficult to demonstrate the value of campaigns or digital initiatives to service line leadership. The team needed not just better forms, it needed HIPAA-compliant data collection processes that connected to business outcomes.
“I don’t see any reason why we would want to go back to a manual world or a non-protected, non-compliant world of form submissions.
It would also be one less thing to measure marketing success if we didn’t have this.”
The Solution: HIPAA-Compliant Digital Automation
FormAssembly’s HIPAA compliance and Business Associate Agreement gave the team a secure foundation to handle any form that could involve patient data — not just forms asking for PHI, but any open-field form where a patient might voluntarily provide it.
Marketing ROI Measurement: For service lines where online appointment scheduling isn’t yet available, FormAssembly form submissions have become the team’s primary measurable KPI.
Andrew’s analytics manager built a connection between FormAssembly and WMCHealth’s Salesforce Marketing Cloud Intelligence dashboard, where form submissions now sit alongside appointment data as a direct indicator of campaign performance. A team once viewed as a “cost center” now has a metric it can stand behind.
• Health Risk Assessments for New Patient Acquisition: In July 2026, WMCHealth launched its first Health Risk Assessment (HRA) campaign for women’s health, a new capability that uses FormAssembly to capture information from potential patients who aren’t yet in the organization’s Electronic Health Record system. By driving paid media traffic to a campaign landing page with a FormAssembly HRA, the team can now collect leads and expand their reach beyond the existing patient database. Andrew anticipates this approach becoming a standard tool across all major service line campaigns going forward.
• Patient Consent Form Automation: The photo and video team at WMCHealth, responsible for capturing patient stories and visual content, previously managed all consent forms on paper. Using FormAssembly, those forms moved digital, and with the addition of the Box connector, submissions can route automatically into Box for secure, permanent storage, eliminating both the manual paper process and the need for staff to manually download and upload individual submissions.
• Provider Profile Management: Andrew built a FormAssembly form that allows providers in the WMCHealth network to update their own professional information directly — no need for tedious back-and-forth with the digital team. For providers who prefer not to self-manage, or who lack a WMCHealth email address required for CMS access, a separate form routes submission requests to practice managers, who complete and submit them on the provider’s behalf. The result replaced a frustrating email process that Andrew estimates saves “multiple hours a week” in administrative exchange.
• Unified Brand Experiences Across the Network: When WMCHealth launched a new website in January 2025 to consolidate its multi-entity brand presence, the team applied a consistent FormAssembly theme for WMCHealth across all forms, ensuring that patients experienced a single, recognizable brand.
“We were able to build all of that into workflows and have it all done there instead of having a manual process. It was great to have it all together.”
— Andrew Rote, Senior Director, Network Digital Marketing, WMCHealth
Spotlight:
How WMCHealth Automated the Transplant Buddy Process
Among the most sophisticated workflows ever built in WMCHealth’s FormAssembly account was one for the Transplant team’s “Transplant Buddy Program,” which paired transplant candidates with individuals who have already undergone a transplant, offering peer support during one of the most challenging experiences of a patient’s life.
Before FormAssembly, the intake process was entirely manual: phone calls, paper, PDFs, and physical mail. The digital marketing team rebuilt the entire program workflow inside FormAssembly.
The system included two distinct intake forms: one for mentees (transplant candidates) and one for mentors (transplant recipients), each capturing detailed preference and availability data. A scoring workflow used conditional logic and hidden fields to calculate compatibility scores behind the scenes, without surfacing individual responses. A third layer added e-signature consent forms for legal compliance, completing a fully automated, end-to-end process.
The workflow is an example of what a marketing team can accomplish when a HIPAA-compliant data collection platform is flexible enough to handle not just forms, but the full logic of a complex, business-critical process.
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