Photo caption: Caroline Fanti, Director of Regional Surgical Services at Thunder Bay Regional Health Sciences Centre, 'Opts In' to receive text notifications for reminders of upcoming appointments.
By: Gina Fata, Cultural Communications Specialist, Thunder Bay Regional Health Sciences Centre
In today’s rapidly evolving health care landscape, effective communication between providers and patients is more critical than ever. In Northwestern Ontario, where patient communication has traditionally relied on physical mail, missed appointments, or “no-shows”, remain a persistent challenge. This leads to system inefficiencies and a waste of finite resources. To address this, hospitals across the region are preparing to launch an innovative SMS and email notification program in 2026. This direct-to-patient system will deliver real-time appointment alerts and preparation instructions, streamlining communication and improving patient engagement.
Dubbed “Opt-In,” the initiative leverages the use of technology and encourages patients to take a more active role in managing their care. Through a simple consent process shared at all hospitals across Northwestern Ontario, the Opt-In campaign aims to attract broad participation, especially from those who prioritize timely updates about their health. The program is expected to reduce missed appointments and improve coordination by sending reminders and confirmations directly to patients’ devices. At the heart of this initiative is the Central Waitlist Management (CWM) Project, designed to better allocate MRI, CT and surgical resources across regional hospitals. The integration of SMS and email functionalities enhances both patient satisfaction and system efficiency by ensuring timely and equitable access to care.
“We're thrilled to empower patients in Northwestern Ontario like never before. This innovative system will not only enhance communication but also actively engage patients in their health care journey,” said Caroline Fanti, Director Regional Surgical Services at Thunder Bay Regional Health Sciences Centre (TBRHSC). “By reducing missed appointments and ensuring timely access to care, we're taking a significant step forward in creating a more connected and patient-centred experience.”
This work aligns closely with TBRHSC’s Strategic Plan 2026, which focuses on improving the patient experience across all levels of care. A cornerstone of this effort is the introduction of a centralized intake model for diagnostic imaging referrals, Ontario’s first fully regionalized single-entry system. By standardizing referrals, this model reduces wait times, promotes equity in access, balances demand across sites, and optimizes the use of regional resources. A fully digital, real-time workflow supports this system, providing a paperless approach that accommodates both patient and provider preferences.
The CWM Project at TBRHSC provides the critical digital infrastructure to enable our regionally integrated hub and spoke model of care across five surgical sites. The Opt In campaign will enable patients to register once for surgical and diagnostic imaging services provided at any of the 12 hospital sites across Northwestern Ontario. This work represents the first in kind for a fully regionalized approach to digital patient notifications.
The initiative also proactively addresses potential barriers to participation, including privacy concerns, technological accessibility, and fear of spam. To build trust, the messages feature hospital branding, include sample content in advance, and follow a clear, secure opt-in process. All communications will omit personal health details to safeguard patient confidentiality. With a goal of reaching an 80% opt-in rate within two years, this SMS notification campaign represents a major step forward in patient-centered care for Northwestern Ontario. By reducing no-shows, improving system efficiency, and fostering more engaged patients, it reflects a broader commitment to innovation and access. The Opt-In communication system will be leveraged through the robust Central Intake technology used by all surgical hospitals across Northwestern Ontario.
Participating hospitals include:
- Thunder Bay Regional Health Sciences Centre
- Sioux Lookout Meno Ya Win Health Centre
- Dryden Regional Health Centre
- Riverside Health Care
- Lake of the Woods District Hospital