How to Build a Business Case for Data Modernization Efforts

November 25, 2025

In resource-constrained state, territorial, local, and tribal public health agencies, data modernization (DM) work competes with other pressing public health needs. While use cases describe how DM solutions function in practice, compelling DM business cases are critical for translating technical needs into impact-driven narratives for decision-makers. This tool, which builds upon use case communication frameworks from Public Health Informatics Institute’s Data Modernization Initiative Planning Toolkit, can help health agencies:

1. Construct an influential, outcome-focused narrative that illustrates return on investments.
2. Assess whether messaging clearly articulates why DM efforts should be prioritized.
3. Deliver a business case persuasively across diverse stakeholder settings.

Key Components of a Strong Business Case

A strong business case persuades the audience to make a consequential decision about a specific action or project, making it an important companion to an agency’s overarching DM strategy (with key actions detailed in ASTHO’s DM tactical guides). They must commit financial resources and agree to cultural change for DM efforts to succeed. Effective business cases are logical and memorable, and should:

• Include a clear problem statement about the agency’s data infrastructure. Relate the business case to an urgent public health issue, and describe the public health consequences of inaction.
• Quantify the impact of the modernization solution. Characterize the problem with business numbers (e.g., labor hours or cost), and describe how the DM solution will change them.
• Align with local public health priorities. Identify synergies between DM and critical public health program investments. Draw connections between national and local priorities, emphasizing agency strategic plans and DM objectives.
• Utilize person-centered storytelling that connects data and outcomes. Humanize the DM technical work in the experiences of individuals or communities, integrating real-world examples.
• Consider why data modernization matters to the specific audience. Avoid generic language and connect statements to the audience’s specific goals, using expressions that are intuitive to them.

Understanding the Audience and Crafting Your Message

Build a business case in two steps: First, characterize the audience. Then, articulate key messages. Write succinct responses, and deliver the business case to colleagues or peers without a script. Ask them to share honest and constructive feedback.

Key Characteristics and Examples for Defining a Business Case Audience

• Role and Responsibility: What is your audience’s organizational role? (e.g., DM director)
• Priorities: What do they care about? (e.g., improving interoperability, data quality, and data governance; meeting grant reporting requirements and maximizing the impact of funds; strengthening disease investigation and response)
• Authority and Influence: What decisions can they make or influence? (e.g., how DM grant funding is allocated to competing interests in the department)

Questions and Sample Responses for Building Key Business Case Messages

The example business case illustrated in the following responses assumes that the speaker is a technical specialist advocating for DM improvements in their public health business area, and they have engagement opportunities through their agency’s DM governance structure. In other cases, DM teams may need to highlight inefficiencies and propose system improvements to public health business areas. The questions apply whether DM teams, public health specialists, or other stakeholders are the target audience. 

What Is the bottom line?

• How to respond: Emphasize the ‘fix’ and the impact first.
• Example response: When [State Health Department] implements an upgraded data lake infrastructure, staff will be able to detect overdose anomalies in days rather than weeks, allowing us to deploy interventions that will prevent the spread of lethal drugs and save lives.

Who are you?

• How to respond: Show how you are credible.
• Example response: I’m the lead substance use epidemiologist at [State Health Department]. I work across programs to ensure our data systems support real-time decision-making on public health threats, such as the overdose epidemic.

Why does this matter?

• How to respond: Explain the problem and why it is high priority.
• Example response: Last year, overdose deaths were at an all time high of [insert number]. Our team has everything they need to improve the department’s real-time awareness about the crisis except the tools and time to develop new analyses and automations. For example, we detected a sharp spike in fatal overdoses that suggested a new drug adulterant in circulation. Our team has set a threshold for response to overdose anomalies that relies on manual integration and analysis of data from multiple sources. Due to limited bandwidth, weeks passed between receiving the necessary data and our team triangulating it to confirm the anomaly met the threshold for response. These aren’t just technical delays; they directly impact our ability to share timely alerts with our partners that could prevent additional

What are you asking for?

• How to respond: State how they can help you solve the problem.
• Example response: We need you to approve funding to upgrade to a data lake infrastructure. A data lake will enable more timely data integration and automated analysis. Unlike our current system that requires manual data collection and integration, the data lake will automatically collate data from multiple sources as they become available. We will also have the ability to develop algorithms that monitor overdose levels and alert staff when response thresholds are reached. This upgrade will reduce the staff effort required to detect overdose anomalies.

How will this make a difference?

• How to respond: Describe the expected timeline and impact.
• Example response: With data sharing agreements already in place, upgrades are estimated to take only four months. Similar initiatives in other states have cut overdose anomaly detection time from weeks to just days, enabling health departments to issue alerts and deploy interventions up to [X%] faster. By reaching partners and communities sooner, these improvements mitigate the spread of lethal drug adulterants and save lives.

Sustaining the Momentum

Engage with decision-makers and stakeholders on a routine basis, emphasizing messaging through a range of trusted voices to build support for DM efforts over time:

• Take advantage of all communications opportunities. Leverage venues both within and outside of existing data governance structures (leadership briefings, stakeholder meetings, DM councils or advisory committees). Keep problem statements and proposed DM solutions visible as agency priorities shift.
• Maintain internal and external stakeholder engagement. Allow for two-way dialogue and stakeholder feedback when delivering the business case. Incorporate feedback into messaging to ensure ongoing alignment with partner priorities.
• Evolve the business case narrative. Regularly update points to reflect new DM accomplishments, shifting priorities, or emerging issues.