Restoring reach in patient communication
This dynamic is clearly illustrated by NOVAX, a leading supplier of electronic health record systems to the Danish healthcare sector.
For a period, NOVAX chose to distribute patient communication exclusively via an alternative digital postbox, replacing e-Boks as the primary channel for communication with patients. This included the delivery of medical guidance, certificates and other patient-related documents.
The outcome was unambiguous. Clinics experienced that a significant number of patients did not receive or read the messages sent via the alternative platform. As a result, healthcare professionals faced increased follow-up work and uncertainty about whether critical information had reached the intended recipients.
As Michael Frank Christensen, CEO of NOVAX, explains:
“Our priority is to provide clinics with the best possible conditions for patient care and daily operations. Many patients only read digital communication in e-Boks and find it difficult to navigate multiple digital postboxes. Returning to e-Boks was therefore a natural choice to ensure both doctors and patients can feel confident in sending and receiving communication.”
Based on these experiences and direct feedback from both clinics and patients, NOVAX decided to reinstate e-Boks as its primary communication channel.
From January 2026, more than 600 medical clinics using NOVAX systems will once again rely on e-Boks to deliver patient communication.
The pattern is recognised more broadly across industries. As Anders Ørding Olsen, CCO of e-Boks, notes:
“We consistently see that customers overlook messages when communication is moved to new or less familiar platforms. They rely on solutions they already trust. When communication is consolidated in e-Boks, the risk of important messages being missed is significantly reduced.”
For NOVAX, the decision was driven by user behaviour rather than technology. Patients already associate e-Boks with important information and actively monitor it as their main digital postbox. Consolidating communication in one trusted platform significantly improved reach and reduced the risk of messages being overlooked.
A broader market signal
The NOVAX case reflects a wider trend across industries in mature digital markets. As new platforms emerge, organisations are increasingly evaluating not just whether communication can be sent, but whether it will actually be seen, read and acted upon.
In this context, competitive advantage is shifting from offering additional channels to ensuring presence on platforms with high penetration, strong trust and established user habits.
