Consent is the foundation for responsibly collecting, processing, and sharing data to enhance customer experiences and improve health outcomes. As privacy regulations and user expectations continue to evolve, managing consent has become both more complex and more essential to maintaining patient trust and meeting compliance standards. At the same time, individuals increasingly expect greater control over their data. This whitepaper, co-authored with Deloitte, explores the key challenges, best practices, and actionable steps to help organizations establish a strong consent and preference management strategy.