LuxSci

How Do You Know if Software is HIPAA Compliant?

How Do You Know if Software is HIPAA Compliant?

As in any industry, the healthcare sector is eager to embrace any new technology solution that increases productivity, enhances operational efficiency, and cuts costs. However, the rate at which healthcare companies – and their patients and customers – have had to adopt new software and digital tools has skyrocketed since the pandemic. And while a lot of this software is beneficial, a key question arises: is it HIPAA compliant? While an application may serve an organization’s needs – and may be eagerly embraced by patients – it also needs to have the right measures in place to safeguard protected health information (PHI) to determine if it is indeed HIPAA compliant.

Whether you’re a healthcare provider, software vendor, product team, or IT professional, understanding what makes software HIPAA compliant is essential for safeguarding patient data and insulating your organization from the consequences of falling afoul of HIPAA regulations. 

With this in mind, this post breaks down the key indicators of HIPAA compliant software, the technical requirements you should look for, and best practices for ensuring your software is HIPAA compliant.

What Does It Mean for Software to Be HIPAA-Compliant?

The Health Insurance Portability and Accountability Act (HIPAA)  sets national standards for safeguarding PHI, which includes any data related to a patient’s health, treatment, or payment details. In light of this, any applications and systems used to process, transmit, or store PHI must comply with the stringent privacy, security, and breach notification requirements set forth by HIPAA.

Subsequently, while healthcare organizations use a wide variety of software, most of it is likely to be HIPAA-compliant. Alarmingly, many companies aren’t aware of which applications are HIPAA-compliant and, more importantly, if there’s a need for compliance in the first place.   

However, it’s important to note that HIPAA itself does not certify software. Instead, it’s up to software vendors to implement the necessary security and privacy measures to ensure HIPAA compliance. Subsequently, it’s up to healthcare providers, payers, and suppliers to do their due diligence and source HIPAA compliant software. 

How to Determine If Software Is HIPAA Compliant

So, now that we’ve covered why it’s vital that the applications and systems through which sensitive patient data flows must be HIPAA compliant, how do you determine if your software meets HIPAA requirements? To assess whether software is HIPAA compliant, look for these key indicators:

1. Business Associate Agreement (BAA)

A HIPAA compliant software provider must sign a Business Associate Agreement (BAA) with covered entities, i.e., the healthcare company. A BAA is a legal contract that outlines the vendor’s responsibility for safeguarding PHI. If a software provider doesn’t offer a BAA, their software is NOT HIPAA compliant.

Now, if a vendor offers a BAA, it should be presented front and center in their benefits, terms or conditions, if not on their website homepage as part of their key features. If a vendor has taken the time and effort to make their infrastructure robust enough to meet HIPAA regulations, they’ll want to make it known to reassure healthcare organizations of their suitability to their particular needs.  

2. End-to-End Encryption

A key requirement of the HIPAA Security Rule is that sensitive patient data is encrypted end to end during its transmission. This means being encrypted during transit, i.e., when sent in an email or entered into a form, and at rest, i.e., within the data store in which it resides.

In light of this, any software that handles PHI should use strong encryption standards, such as:

  • Transport Layer Security (TLS – 1.2 or above): for secure transmission of PHI in email and text communications. 
  • AES (Advanced Encryption Standard) 256: the preferred encryption method for data storage as per HIPAA security standards, due to its strength.

3. Access Controls and User Authentication

One of the key threats to the privacy of patient data is access by unauthorized parties. This could be from employees within the organization who aren’t supposed to have access to PHI. In some, or even many, cases, this may come down to lax and overly generous access policies. However, this can result in the accidental compromise of PHI, affecting both a patient’s right to privacy and, in the event patient data is unavailable, operational capability. 

Alternatively, the exposure of PHI can be intentional. One on hand, it may be from employees working on behalf of other organizations, i.e., disgruntled employees about to jump ship to a competitor. More commonly, unauthorized access to patient data is perpetrated by malicious actors impersonating healthcare personnel. To prevent the unintended exposure of PHI, HIPAA compliant infrastructure, software and applications must support access control policies, such as:

  • Role-based access control (RBAC): the restriction of access to PHI based on their job responsibility in handling PHI, i.e.., an employee in billing or patient outreach. A healthcare organization’s security teams can configure access rights based on an employee’s need to handle patient data in line with their role in the company. 
  • Multi-factor authentication (MFA): this adds an extra layer of security beyond user names and passwords. This could include a one-time password (OTP) sent via email, text, or a physical security token. MFA is very diverse and can be scaled up to reflect a healthcare organization’s security posture. This could include also biometrics, such as retina and fingerprint scans, as well as voice verification.
  • Zero-trust security: a rapidly emerging security paradigm in which users are consistently verified, as per the resources they attempt to access. This prevents session hijacking, in which a user’s identity is trusted upon an initial login and verification. Instead, zero trust continually verifies a user’s identity.  
  • Robust password policies: another simple, but no less fundamental, component of user authentication is a company’s password policy. While conventional password policies emphasize complexity, i.e., different cases, numbers, and special characters, newer password policies, in contrast, emphasize password length. 

4. Audit Logs & Monitoring

A key HIPAA requirement is that healthcare organizations consistently track and monitor employee access to patient data. It’s not enough that access to PHI is restricted. Healthcare organizations must maintain visibility over how patient data is being accessed, transferred, and acted upon (copied, altered, deleted). This is especially important in the event of a security event when it’s imperative to pinpoint the source of a breach and contain its spread.

In light of this, HIPAA compliant software must:

  • Maintain detailed audit logs of all employee interactions with PHI.
  • Provide real-time monitoring and alerts for suspicious activity.
  • Support log retention for at least six years, as per HIPAA’s compliance requirements.

5. Automatic Data Backup & Disaster Recovery

Data loss protection (DLP) is an essential HIPAA requirement that requires organizations to protect PHI from loss, corruption, or disasters. With this in mind, a HIPAA-compliant software solution should provide:

  • Automated encrypted backups: real-time data backups, to ensure the most up-to-date PHI is retained in the event of a security breach.
  • Comprehensive disaster recovery plans: to rapidly restore data in case of cyber attack, power outage, or similar event that compromises data access.  
  • Geographically redundant storage: a physical safeguard that sees PHI. stored on separate servers in different locations, far apart from each other. So, if one server goes down or is physically compromised (fire, flood, power outage, etc.,) patient data can still be accessed. 

6. Secure Messaging and Communication Controls

For software that involves email, messaging, or telehealth, i.e., phone or video-based interactions, in particular, HIPAA regulations require:

  • End-to-end encryption: for all communications, as detailed above.
  • Access restrictions: policies that only enable those with the appropriate privileges to view communications containing patient data.
  • Controls for message expiration: automatically deleting messages after a prescribed time to mitigate the risk of unauthorized access.
  • Audit logs: to monitor the inclusion or use of patient data.

7. HIPAA Training & Policies

Even the most secure software can be compromised if its users aren’t sufficiently trained on how to use it. More specifically, the risk of a security breach is amplified if employees don’t know how to identify suspicious behavior and who to report it to if an event occurs. With this in mind, it’s prudent to look for software vendors that:

  • Offer HIPAA compliance and cyber safety awareness training for users.
  • Implement administrative safeguards, such as usage policy enforcement and monitoring.
  • Support customizable security policies to align with your organization’s compliance needs.

Shadow IT and HIPAA Compliance

Shadow IT is an instance of an application or system being installed and used within a healthcare organization’s network without an IT team’s approval. Despite its name, shadow IT is not as insidious as it sounds: it’s simply a case of employees unwittingly installing applications they feel will help them with their work. The implications, however, are that:

  1. IT teams are unaware of said application, and how data flows through it, so they can’t secure any PHI entered into it.
  2. The application may have known vulnerabilities that are exploitable by malicious actors. This is all the more prevalent with free and/or open-source software.

While discussing the issue of shadow IT in general, it’s wise to discuss the concept of “shadow AI” – the unauthorized use of artificial intelligence (AI) solutions within an organization without its IT department’s knowledge or approval. 

It’s easily done: AI applications are all the rage and employees are keen to reap the productivity and efficiency gains offered by the rapidly growing numbers of AI tools. Unfortunately, they fail to stop and consider the data security risks present in AI applications. Worse, with AI technology still in its relative infancy, researchers, vendors, and other industry stakeholders have yet to develop a unified framework for securing AI systems, especially in healthcare. 

Consequently, the risks of entering patient data into an AI system – particularly one that’s not been approved by IT – are considerable. The privacy policies of many widely-used AI applications, such as ChatGPT, state the data entered into the application, during the course of engaging with the platform, can be used in the training of future AI models. In other words, there’s no telling where patient data could end up – and how and where it could be exposed. 

The key takeaway here is that entering PHI into shadow IT and AI applications can pose significant risks to the security of patient data, and employees should only use solutions vetted, deployed, and monitored by their IT department. 

Best Practices for Choosing HIPAA Compliant Software

Now that you have a better understanding of how to evaluate software regarding HIPAA compliance, here are some best practices to keep in mind when selecting applications to facilitate your patient engagement efforts:

Look for a BAA: quite simply, having a BAA in place is an essential requirement of HIPAA-compliant software. So, if the vendor doesn’t offer one, move on.

Verify encryption standards: ensure the software encrypts PHI both at rest and in transit.

Test access controls: choose HIPAA-compliant software that allows you to restrict access to PHI based on an employee’s role within the organization. 

Review audit logging capabilities: HIPAA compliant software should track every PHI interaction. This also greatly assists in incident detection and reporting (IDR), as it enables security teams to pinpoint and contain cyber threats should they arise.

Ensure compliance support: knowing the complexities of navigating HIPAA regulations, a reputable software vendor should provide comprehensive documentation on configuring their solution to match the client’s security needs. Better yet, they should provide the option of cyber threat awareness and HIPAA compliance training services. 

Create a List of Software Vendors: combining the above factors, it’s prudent for healthcare organizations to compile a list of HIPAA compliant software vendors that possess the features and capabilities to adequately safeguard PHI.

Choosing HIPAA Compliant Software

Matching the right software to a company’s distinctive workflows and evolving needs is challenging enough. However, for healthcare companies, ensuring the infrastructure and applications within their IT ecosystem also meet HIPAA compliance standards requires another layer of, often complicated, due diligence. 

Failure to deploy a digital solution that satisfies the technical, administrative, and physical security measures required in a HIPAA compliant solution exposes your organization to the risk of suffering the repercussions of non-compliance. 

If select and deploy the appropriate HIPAA compliant software, in contrast, your options for patient and customer engagement are increased, and you’ll be able to include PHI in your communications to improve patient engagement and drive better health outcomes. Schedule a consultation with one of our experts at LuxSci to discuss whether the software in your IT ecosystem meets HIPAA regulations. and how we can assist you in ensuring your organization is communicating with patient and customers in a HIPAA compliant way.

Picture of Pete Wermter

Pete Wermter

As a marketing leader with more than 20 years of experience in enterprise software marketing, Pete's career includes a mix of corporate and field marketing roles, stretching from Silicon Valley to the EMEA and APAC regions, with a focus on data protection and optimizing engagement for regulated industries, such as healthcare and financial services. Pete Wermter — LinkedIn

Get in touch

Find The Best Solution For Your Organization

Talk To An Expert & Get A Quote




A member of our staff will reach out to you

Get Your Free E-Book!

LuxSci High Email Deliverability Best Practices Paper

What you’ll learn:

Related Posts

HIPAA compliant email

Most Popular LuxSci Blog Posts of 2025

As we close out 2025, healthcare communicators, IT and compliance leaders, and digital marketers face an ever-changing landscape of security threats, regulatory updates, and technology innovations. At LuxSci, we’re committed to helping you with continuous updates and guidance on the future of secure healthcare communications.

In case you missed it, or need a refresh, below are some of our most popular blog posts from 2025. Enjoy!

1. Improve Email Engagement and Marketing Results with Automated Workflows

Automated workflows are transforming how healthcare organizations engage patients and customers — enabling dynamic, event-driven campaigns that easily scale your outreach and keep you HIPAA compliant. In this post, we introduce LuxSci’s Automated Workflows capability for our Secure Marketing healthcare solution. Learn how sequence-based journeys can personalize outreach and optimize engagement with behavior-based triggers that improve campaign performance — without sacrificing data security.

Read the full post: LuxSci Enhances Secure Marketing with Automated Workflows

2. Healthcare Email Threat Readiness Strategies

Email remains a frontline channel for healthcare communications, and a prime target for cyber threats and criminals. This deep-dive into email threat readiness strategies covers essential practices like continuous monitoring, business continuity planning, and workforce training to mitigate email-borne security risks. Whether you’re responsible for clinical systems, marketing, or enterprise IT, this post provides a strategic playbook to strengthen your defenses, while maximizing your results.

Read the full post: Healthcare Email Threat Readiness Strategies

3. HIPAA Compliant Email — 20 Tips in 20 Minutes

For practical guidance you can apply right now, this on-demand webinar distills 20 key tips for HIPAA-compliant email across technical, legal, and operational domains. Whether you’re refining your infrastructure, improving deliverability, or modernizing your data security posture in 2026, this resource is a time-efficient way to elevate your compliance and security.

Read the post and watch the webinar on demand: HIPAA Compliant Email: 20 Tips in 20 Minutes

4. Is SendGrid HIPAA-Compliant? What You Should Know

Choosing the right email provider matters, especially when Protected Health Information (PHI) is at stake. In this post, we examine SendGrid’s capabilities in the context of HIPAA compliance, outline what it takes to send PHI securely, and offer guidance on evaluating third-party services for secure healthcare email and communication needs.

Read the full post: Is SendGrid HIPAA-Compliant?

5. LuxSci Shines in G2 Winter 2026 Reports

Customer feedback matters to LuxSci. In this post, we share the most recent news about LuxSci’s performance in the G2 Winter 2026 Reports, where we earned 20 badges across categories like Email Security, Encryption, Gateway, and HIPAA-Compliant Messaging. These reviews reflect not just product excellence, but trust from real users, which we work hard to build every day!

Read the full post: LuxSci Shines in G2 Winter 2026 Reports

Looking Ahead to 2026

We look forward to providing more information and insights on secure healthcare communications in the coming year, including the latest on HIPAA compliant email, PHI security, healthcare marketing, threat readiness, and personalized engagement. In the meantime, if you’re not already, follow us on LinkedIn below, and we’ll see you here in 2026!

Follow LuxSci on LinkedIn

HIPAA compliant email

LuxSci Welcomes Angel Mazariegos as Head of Finance

LuxSci, a leader in secure healthcare communications and HIPAA compliant email, is pleased to announce the appointment of Angel Marie Mazariegos as the company’s new Head of Finance. With over 25 years of experience in financial management, accounting, and human resources, Angel will play a central role in advancing LuxSci’s operational excellence and supporting the company’s rapid growth in 2026 and beyond.

Angel brings a wealth of expertise to LuxSci, having held senior leadership positions at organizations focused on financial services, language and access services for healthcare, and human resources. In these roles, Angel has led multi-department Finance and HR teams, spearheading critical initiatives, including ERP implementations, streamlined employee onboarding, and financial process optimization.

In her role at LuxSci, Angel will oversee all aspects of the company’s finance operations, including budgeting, forecasting and reporting. Additionally, Angel will manage the company’s HR function, ensuring that LuxSci continues to foster a strong, people-driven culture based on its Secure, Trust, Responsible and Smart company values.

“Angel’s blend of financial and HR leadership makes her an invaluable addition to the LuxSci executive team and a real asset for our people,” said Mark Leonard, CEO of LuxSci. “We look forward to working with Angel to build the high-performing teams that will be critical to our future growth and serving the evolving needs of our customers.”

Angel holds dual MBA degrees in Accounting and Human Resource Management from Cappella University, as well as dual BS degrees in Business Administration (Accounting and CIS Business Systems) from California State University, Los Angeles.

“I am honored to join the LuxSci team at such an exciting time for the company,” said Mazariegos. “I look forward to working with the team and helping build on LuxSci’s reputation for excellence and reliability in secure healthcare communications.”

HIPAA Compliant Email

LuxSci Shines in G2 Winter 2026 Reports, Underscoring Commitment to Product Leadership and Trusted Relationships

We’re pleased to announce that LuxSci has been recognized for excellence and leadership for HIPAA compliant email and messaging in the just-released G2 Winter 2026 Reports!

Based on verified customer reviews, LuxSci earned 20 G2 badges as part of the most recent G2 reports, including top honors such as Grid Leader, Highest User Adoption, Best Support, and Best Estimated ROI.

This recognition further validates what we’ve always believed: our customers don’t just choose a great product — they choose a great partner. At LuxSci, we build long-term, trusted relationships with our customers, anchored in product reliability, industry-leading email deliverability and performance, and the best customer support in the business.

Why G2 Matters

G2 is a globally trusted peer‑review platform that aggregates verified user feedback and real‑world usage data to rank software and service providers. G2’s seasonal reports like the Winter 2026 editions shine a spotlight on latest tools and vendors that deliver consistent value and satisfaction to real customers.

Earning 20 badges this quarter signals a strong vote of confidence from our customers and community, helping affirm that LuxSci is a leading, highly adopted secure email solutions provider.

What We Earned in Winter 2026

Among the 20 badges awarded to LuxSci across Email Security, Email Encryption, Email Gateway and HIPAA Compliant Messaging are:

  • Grid Leader
  • Highest User
  • Best Support
  • Best Estimated ROI

This broad range of accolades spanning leadership, adoption, support and return on investment underscores the reliability of our solutions and the trust our customers place in us.

Awards Reflect Our Commitment to Customer Success

Reliable. Winning Grid Leader and Highest User Adoption demonstrates that thousands of users are depending on LuxSci, securely delivering emails to today’s most popular platforms, including Gmail, Apple Mail, Yahoo Mail and AOL, to name a few.

Proven. With Best Estimated ROI, customers are saying that LuxSci delivers tangible results, whether in secure email delivery, regulatory compliance, or operational efficiency.

Long‑Term Trust. Best Support is perhaps the most telling because for us, success isn’t just about features, it’s about being there for our customers every step of the way.

Thank you to all of our customers. We remain committed to your success — today and in the future.

Want to learn more about LuxSci? Reach out and connect with us today!

HIPAA Compliant Email

Here’s What HIPAA Compliant Email Salespeople Don’t Tell You

With email security threats continuously increasing in number and sophistication, as well as healthcare companies requiring secure solutions to communicate with patients and customers, the need for HIPAA compliant email solutions has never been greater. 

However, when looking for the right secure email services provider (ESP), healthcare organizations run the risk of making inaccurate assumptions about HIPAA compliance via what they learn from prospective vendors. This is due to the tendency for sales materials for HIPAA compliant email services, such as web pages or promotional videos, to highlight the strengths of the platform, while downplaying a healthcare company’s own role and responsibilities in securing protected health information (PHI). 

With this firmly in mind, here are six key things that HIPAA compliant email salespeople don’t tell you about securing communications and achieving compliance. 

1. The Shared Responsibility Model

Firstly, HIPAA compliant email salespeople are unlikely to emphasize the idea of shared responsibility when it comes to data security. This is the idea that two entities that share access to data, e.g., a healthcare company and their ESP, have a shared responsibility to preserve the privacy of that data.

In reality, most sales pitches explain the benefits and features of the solution, as opposed to stressing that compliance truly depends on how it’s configured and used. Now, that’s not to say that a salesperson is trying to hide this fact, as they’ll probably allude to training and configuration requirements. But, they’ll be less likely to make light of this and, more broadly, how shared responsibility factors into compliance.

2. A BAA Doesn’t Automatically Make You HIPAA Compliant

A business associate agreement (BAA) is essential for HIPAA compliance, but signing one doesn’t automatically make you compliant. Your organization still has to use the email delivery solution in a way that aligns with HIPAA regulations, which involves proper configuration, training, oversight, and reporting.

The misconception among some healthcare companies that a BAA equals compliance may be perpetuated by the term “HIPAA compliant email services provider”.  This could give some the impression that the vendor is fully HIPAA compliant and, subsequently, in signing a BAA with them, the use of their services is fully compliant.

But, it’s not that simple.

Simply signing a BAA obscures the real effort involved in achieving compliance. There’s no official HIPAA seal of approval, and HIPAA compliant means that the solution is capable of being configured for compliant use, which is a shared responsibility. HIPAA compliant email salespeople are unlikely to volunteer this nuance, especially if their email solution requires considerable configuration or has a steep learning curve to use it securely.

3. Not All Solutions or Features Are HIPAA Compliant

Another key detail often underplayed by vendor sales materials of HIPAA compliant email solutions is that some of their features, or even entire services, aren’t covered by their BAAs, so they can’t be used to handle PHI. 

These tools are referred to as “out of scope” and may include tools capable of integration with the email service, such as analytics or AI capabilities, but they don’t possess the cyber risk mitigation measures that align with HIPAA regulations. Perhaps the main reason for this is that many mass-market email delivery solutions, such as Microsoft 365 or Google Workspace, are designed for companies across all sectors. Consequently, while they can be HIPAA compliant, they weren’t developed from the ground up with the stringent regulatory demands of the healthcare industry in mind.

4. Solutions Are Not HIPAA Compliant “Out of The Box”

HIPAA compliant email salespeople may suggest that compliance is built into their platform, and healthcare organizations can use it to transmit PHI straight away, but this isn’t the case. Healthcare companies must still configure the email platform accordingly, as per the security requirements determined by their risk assessment, e.g., applying the right level of encryption. 

Also, if the email service is difficult to configure for HIPAA compliance or if the vendor’s configuration documentation lacks detail, that presents another obstacle to its compliant use. 

In addition to configuration, healthcare companies also have to implement access management controls and policies, establishing the extent to which each employee can access PHI in respect to their roles and responsibilities. From there, they will have to train their workforce on how to use the HIPAA compliant email solution securely, which may include those tools that fall outside the scope of your BAA with the vendor, and must not be used for the disclosure of patient data.

5. Essential Security Features Cost Extra 

Another more egregious version of an ESP not being HIPAA compliant out of the box is having features required for compliance, such as encryption or audit logging, as premium add-ons and not included in the solution’s base pricing. 

A vendor’s sales materials for its email service might list the necessary safeguards, but underemphasize the fact that only some versions of their platform are truly HIPAA compliant. Consequently, healthcare companies must confirm that the features required for HIPAA compliant email communications are included in the plan they’re purchasing. 

6. The Importance of Staff Training on HIPAA

HIPAA compliant email salespeople are often remiss in stressing the need for additional workforce training alongside the deployment of their platform. A healthcare company’s employees must be trained on how to securely use the email client, how to ID potential threats, and best practices for including PHI in email communications, as well as the regulations tied to HIPAA and data security.

This includes educating users on the differences between regular and secure email, and what they must do to safeguard patient and customer data. Fortunately, secure email solutions from providers like LuxSci enable automated email encryption, and users do not need to take any additional actions to ensure encryption when sending emails.

Additionally, in some cases, employees will need to be trained on which tools or features do not align with HIPAA guidelines and must not be used to process PHI.

LuxSci: Fully HIPAA Compliant – No Hidden Surprises

LuxSci specializes in solutions that enable companies to carry out secure, personalized, and HIPAA compliant email communications and campaigns. With more than 20 years of experience and billions of emails sent for companies including Athenahealth, 1 800 Contacts, Lucerna Health and Rotech Healthcare, we’ve acquired invaluable experience in helping healthcare organizations enhance their engagement efforts, all while adhering to HIPAA regulations. In addition, LuxSci’s secure high-volume and marketing email solutions feature HIPAA-required security controls, including encryption, audit logging, and multi-factor authentication (MFA) by default, not as optional, hidden extras.

Contact us today to learn more about how LuxSci’s secure email solutions can help increase the ROI on your patient and customer outreach efforts, while safeguarding PHI in line with HIPAA requirements.

You Might Also Like

Benefits of Email Communication in Healthcare

What Is HIPAA Compliant Marketing?

HIPAA compliant marketing refers to promotional activities and communications by healthcare organizations that follow federal privacy regulations when using or disclosing Protected Health Information (ePHI) for advertising purposes. The HIPAA Privacy Rule establishes strict limitations on how covered entities can use patient information in marketing communications, requiring written authorization for most marketing activities that involve individually identifiable health information. Healthcare organizations must distinguish between permissible communications about health services and restricted marketing activities to avoid violations and protect patient privacy. Healthcare providers face increasing pressure to compete for patients while navigating complex regulatory requirements for promotional communications.

Why Health Entities Need HIPAA Compliant Marketing Strategies

Healthcare organizations need HIPAA compliant marketing strategies to avoid substantial financial penalties and legal consequences from privacy violations. The Office for Civil Rights can impose fines ranging from $137 to over $2 million per incident when organizations improperly use patient information in marketing communications. High-profile enforcement cases have resulted in multi-million dollar settlements for healthcare providers that violated marketing restrictions, creating strong incentives for compliance.

Patient trust depends on healthcare organizations demonstrating respect for privacy through HIPAA compliant marketing practices. Unauthorized use of patient information in promotional materials can damage provider-patient relationships and harm organizational reputation. Patients who discover their health information was used without permission may lose confidence in their healthcare providers and seek care elsewhere.

Competitive advantage emerges when healthcare organizations implement HIPAA fcompliant marketing strategies that differentiate them from competitors who may cut corners on privacy protection. Organizations that transparently communicate their privacy practices and seek appropriate authorization for marketing communications can build stronger patient relationships. Compliant marketing practices also position organizations favorably during regulatory audits and accreditation reviews.

Legal liability extends beyond HIPAA violations to include potential state privacy law violations and civil claims from patients whose information was misused. Some states have additional privacy protections that exceed federal HIPAA requirements, creating multiple compliance obligations for healthcare marketers. Class action lawsuits may arise when organizations systematically violate patient privacy rights through non HIPAA compliant marketing practices.

What Marketing Activities Require Patient Authorization Under HIPAA?

Email marketing campaigns using patient contact information require written authorization when promoting non-treatment services or third-party products. Healthcare organizations cannot use patient email addresses obtained through clinical encounters to market wellness programs, elective procedures, or pharmaceutical products without explicit patient consent. The authorization must specify the marketing purpose, duration of permission, and patient rights to revoke consent.

Direct mail advertising targeting patients based on their medical conditions requires authorization under HIPAA marketing restrictions. Organizations cannot send promotional materials about diabetes management products to patients with diabetes diagnoses without written permission. The restriction applies even when organizations use their own patient lists rather than purchasing external marketing databases.

Social media marketing that identifies specific patients or uses patient testimonials requires individual authorization from each featured patient. Healthcare organizations cannot post patient success stories, before-and-after photos, or treatment testimonials without written consent that specifically addresses social media use. The authorization must explain how patient information will be used across different social media platforms.

Third-party marketing partnerships that involve sharing patient information require both Business Associate Agreements and individual patient authorizations. Healthcare organizations cannot provide patient lists to pharmaceutical companies, medical device manufacturers, or other marketing partners without proper legal agreements and patient consent. Revenue-sharing arrangements with marketing partners create additional scrutiny under HIPAA regulations.

HIPAA Definition of Marketing Versus Treatment Communications

Treatment communications remain exempt from HIPAA marketing restrictions when they relate directly to patient care or health plan benefits. Healthcare organizations can send appointment reminders, test result notifications, and follow-up care instructions without patient authorization. Educational materials about conditions that patients are receiving treatment for also qualify as treatment communications rather than marketing.

Health plan communications about covered benefits and services do not require authorization under HIPAA marketing rules. Insurance companies can inform members about preventive care coverage, network providers, and utilization management programs without written consent. Communications about plan changes, premium adjustments, or coverage modifications also fall under permissible health plan activities.

Case management and care coordination communications support treatment activities and do not trigger marketing restrictions. Healthcare organizations can discuss treatment options, referrals to specialists, and disease management programs with patients without authorization requirements. The communications must relate to the patient’s current care needs rather than promoting additional services.

Fundraising communications occupy a special category under HIPAA with specific requirements and patient opt-out rights. Healthcare organizations can use limited patient information for fundraising appeals without authorization but must provide clear opt-out mechanisms. Patients who opt out of fundraising communications cannot be contacted again unless they specifically request to resume receiving fundraising materials.

Authorization Requirements

Written authorization documents must include specific elements to meet HIPAA requirements for marketing communications. The authorization must describe the types of information that will be used, identify the recipients of patient information, and explain the purpose of the marketing communication. Patients must receive information about their right to revoke authorization and any consequences of refusing to provide consent.

Expiration dates or events must be specified in marketing authorizations to limit the duration of patient consent. Healthcare organizations cannot obtain open-ended authorization that allows indefinite use of patient information for marketing purposes. The authorization should specify when permission expires or what events will trigger the end of marketing consent.

Signature requirements ensure that patients provide voluntary and informed consent for marketing uses of their health information. Electronic signatures are acceptable under HIPAA when they meet federal electronic signature standards and provide adequate authentication of patient identity. Organizations must maintain signed authorization documents and make them available to patients upon request.

Revocation procedures must be clearly communicated to patients and honored promptly when patients withdraw their marketing consent. Healthcare organizations need systems to process revocation requests quickly and remove patients from marketing communications. The revocation process should be as easy as the initial authorization process to provide patients with meaningful control over their information.

Implementing HIPAA Compliant Marketing Programs

Staff training programs help healthcare teams understand the distinction between permissible communications and restricted marketing activities. Training should cover authorization requirements, documentation procedures, and escalation processes for marketing questions. Marketing staff need specialized training on HIPAA requirements since they may not have clinical backgrounds or previous healthcare compliance experience.

Technology systems can support HIPAA Compliant Marketing Solutions by tracking authorization status and preventing unauthorized communications. Customer relationship management platforms can flag patients who have not provided marketing consent and exclude them from promotional campaigns. Automated systems can also track authorization expiration dates and remove patients from marketing lists when consent expires.

Legal review processes help healthcare organizations evaluate marketing campaigns before launch to identify potential HIPAA compliance issues. Attorneys with healthcare experience can assess whether proposed marketing activities require patient authorization and whether authorization documents meet regulatory requirements. Legal review is particularly important for innovative marketing approaches that may not fit clearly into existing regulatory categories.

Documentation practices ensure that healthcare organizations can demonstrate compliance with HIPAA marketing requirements during audits or investigations. Organizations need records of authorization documents, revocation requests, and compliance training for marketing staff. Documentation should also include policies and procedures for marketing activities and evidence of legal review for marketing campaigns.

Common Mistakes

Patient list assumptions lead to violations when organizations believe they can freely market to existing patients without authorization. Many healthcare providers incorrectly assume that the patient relationship automatically permits marketing communications about non-treatment services. The HIPAA Privacy Rule draws clear distinctions between treatment communications and marketing activities regardless of existing patient relationships.

Social media oversights create compliance risks when healthcare organizations post patient information without adequate authorization or privacy controls. Staff members may share patient stories or photos on organizational social media accounts without understanding authorization requirements. Personal social media use by healthcare employees can also create compliance issues when they discuss patients or treatment experiences.

Vendor partnerships often involve compliance gaps when healthcare organizations work with marketing agencies or technology vendors that lack healthcare experience. External marketing partners may not understand HIPAA requirements and may suggest marketing strategies that violate patient privacy rules. Organizations remain liable for vendor actions that violate HIPAA even when vendors lack healthcare compliance knowledge.

Authorization shortcuts create violations when organizations use generic consent forms or verbal permissions instead of specific written authorizations required for marketing. Some organizations attempt to include marketing consent in general treatment consent forms, which does not meet HIPAA specificity requirements. Verbal consent for marketing activities is not sufficient under HIPAA regulations regardless of documentation attempts

healthcare marketing

What is a SMART Objective in Healthcare Marketing?

Healthcare marketing objectives typically follow the SMART framework: Specific, Measurable, Achievable, Relevant, and Time-bound goals that guide marketing campaigns and patient outreach programs. These structured objectives help healthcare organizations track progress, measure success, and adapt strategies to meet defined targets within budget and regulatory requirements. Clear, well-defined objectives lead to effective resource allocation and higher returns on marketing investments. As a result, marketing teams use this framework to develop campaigns that deliver quantifiable results while maintaining healthcare industry standards and compliance requirements.

SMART Marketing Requirements

The SMART framework provides healthcare organizations with a structured method to develop marketing plans that deliver measurable results. Marketing teams design objectives that meet specific criteria for success, including detailed action plans and performance metrics. Each objective links to broader organizational goals while maintaining healthcare compliance standards. Teams consider market conditions, resource availability, and patient needs when setting these objectives. The framework ensures marketing plans remain focused on achievable outcomes rather than vague aspirations. To track results, organizations review their healthcare marketing objectives quarterly to validate alignment with business goals and adjust targets based on market changes. Marketing teams document their objectives in detail, including baseline metrics, target improvements, and measurement methods to track progress accurately.

  • SMART objectives help healthcare marketers directly connect marketing activities to measurable patient acquisition outcomes.
  • Cross-departmental collaboration improves when marketing and relevant teams set out clearly defined objectives.
  • Healthcare organizations using structured objectives can better demonstrate marketing value to leadership and stakeholders.
  • Well-documented SMART objectives create marketing accountability while supporting compliance with healthcare regulations.
  • The framework encourages more efficient resource allocation by requiring measurable outcomes for all marketing investments.

Target Markets and Patient Segments

Marketing teams use demographic data and healthcare utilization patterns to identify target patient populations. They analyze factors like age groups, insurance coverage, medical needs, and geographic location to create focused marketing objectives. This research shapes campaign messaging and channel selection for different patient segments. Teams track response rates across various demographics to refine their targeting strategies. Market segmentation helps organizations allocate marketing resources to the most promising patient groups and service lines. Research includes analyzing patient data from electronic health records, insurance claims, and market surveys to understand healthcare needs and preferences. Teams develop patient personas to guide marketing efforts and create relevant messaging for each segment. They study healthcare consumption patterns, referral sources, and patient journey maps to identify marketing opportunities within each segment.

Budget Planning and Resource Management

Healthcare marketing objectives should include detailed budget planning and resource allocation strategies. This means that teams develop cost projections for different marketing channels and campaign types. They track spending against expected patient acquisition costs and revenue generation. These financial objectives help organizations maintain profitable marketing operations while meeting growth targets. Budget planning includes staff time, technology costs, advertising and lead generation expenses, and marketing content production. Regular financial reviews ensure marketing activities stay within planned spending limits while delivering expected results. Marketing departments calculate return on investment for each campaign type and channel to optimize resource allocation. They maintain detailed cost tracking systems to monitor expenses across all marketing activities. Teams develop contingency plans for budget adjustments based on campaign performance and market changes.

Technology Integration and Digital Marketing

Marketing objectives dictate technology requirements for campaign execution and performance tracking. Teams set goals for website optimization, email deliverability and conversions, social media engagement, and digital ad campaign results. They also plan implementation schedules for new marketing technologies and patient communication tools. These objectives include metrics for online appointment scheduling, patient portal usage, email engagement, and digital content engagement. Organizations track technology adoption rates and return on digital marketing investments. Marketing teams continuously evaluate new healthcare marketing technologies and platforms to improve campaign effectiveness. For example, email marketing platforms that securely transmit protected health information (PHI) can enable greater personalization with more targeted and customized messages. Integration plans are developed for marketing automation tools, email marketing and campaign tools, customer relationship management systems, and analytics platforms. The technical requirements include the necessary data security measures, such as end-to-end encryption, to protect patient information and maintain HIPAA compliance across all digital marketing channels.

Marketing departments can also create automation objectives to nurture leads and improve operational efficiency. Email communication campaigns are created with targeted messages based on patient attributes, health conditions, interests and product needs. Marketing teams must establish protocols for using PHI to personalize patient outreach while maintaining compliance standards. Marketing automation tools help track patient interactions across multiple touchpoints and trigger appropriate follow-up communications. Organizations measure email engagement rates, deliverability, and conversion metrics to evaluate effectiveness. Their teams develop workflow automation systems that reduce manual tasks and improve campaign conversions and ongoing engagement. These automated processes help marketing departments manage larger email volumes while maintaining personalized patient and customer communications.

Campaign Execution and Timeline Management

Healthcare marketing teams create detailed implementation schedules for their objectives. They set specific dates for campaign launches, content creation, and performance reviews. Marketing calendars account for seasonal healthcare needs, annual testing, procedures and plan enrollments, and organizational updates. Teams coordinate marketing activities with other departments, including clinical departments, customer experience teams, operations, IT infrastructure and security, and administrative staff. Project management tools help track progress toward marketing objectives and maintain accountability. Regular timeline reviews allow teams to adjust schedules based on results and changing priorities. Campaign execution plans should also include content development schedules, media placement timelines, and coordination with external marketing vendors. The teams create workflow systems to manage multiple campaigns across different channels and patient segments, and an approval processes is established for marketing campaigns and materials to ensure compliance with healthcare regulations and brand standards.

Performance Analysis and Strategy Refinement

Successful healthcare marketing teams establish systems to measure marketing objective achievements, with their teams tracking key performance indicators through analytics platforms and robust reporting tools. They analyze patient acquisition data, lead generation and conversions, opportunities and revenue growth. This information helps marketing departments identify successful strategies and areas for improvement. Performance analysis includes comparing results against industry benchmarks and competitor performance, as well as their own historical performance. Regular strategy reviews ensure marketing objectives remain aligned with organizational goals and market conditions. Marketing teams should create monthly performance reports, tracking progress toward SMART objectives. The teams should also conduct quarterly reviews of marketing strategies to assess effectiveness and make necessary adjustments. Analysis includes patient satisfaction and engagement metrics, service and product line revenue growth rates, and marketing campaign response rates. Teams use this data to refine future marketing objectives and improve campaign performance.

LuxSci Digital Patient Engagement

Overcoming Barriers To Successful Digital Health Engagement

Effective patient engagement is increasingly becoming a top priority for many healthcare organizations  – and for good reason.

First and foremost, the more a patient or customer is engaged in their healthcare journey, the better their health outcomes and quality of life. With increased communication and engagement, patients are more likely to have potential conditions diagnosed sooner, take preventative measures to prevent illnesses, and educate themselves on ways to manage and improve their health. 

However, the benefits don’t end there and aren’t restricted to the patient. Engaged patients pay bills faster, are more open to new products and services, and report higher levels of satisfaction with the companies that contribute to their health and well being. For healthcare providers, payers, and suppliers, this results in higher revenue, more opportunities for growth, and the attainment of long-term organizational goals. 

Digital Patient Engagement Is Easier than Ever 

Fortunately, advances in technology and their rapid adoption by patients and customers (expedited by the COVID-19 pandemic) have made it easier for healthcare organizations to achieve successful digital interactions and engagement. Healthcare companies have more tools and channels than ever before to help conduct personalized engagement campaigns that meet patients on their terms, making it easier to capture their attention. Secure email takes it even further with the ability to include protected health information in messages to personalize

Despite these advancements, however, there are still several barriers that prevent healthcare companies from engaging with patients and reaping the associated benefits. Fortunately, each barrier can be overcome to help patients and customers feel more included and instrumental in their healthcare journeys.

With this in mind, this post discusses the main barriers to digital patient engagement and how to overcome them to drive better healthcare outcomes for your patients and growth for your organization. 

The Main Barriers To Digital Health Engagement

The four key barriers to digital health engagement that we’ll explore in this post are as follows:

    1. Low Health Literacy

    1. Privacy And Security Concerns

    1. Age And Cultural Differences

    1. Lack Of Personalization

Let’s review each barrier in turn, while offering potential solutions that will contribute to greater digital health patient engagement for your healthcare organization. 

Low Health Literacy

The first barrier to successful digital health patient engagement is your patients having insufficient health or medical knowledge. Healthcare is laden with terminology, including medical conditions, pharmaceuticals, the human anatomy, and many patients simply don’t understand enough to get more involved with their healthcare journey.  Worse still, few patients will admit they don’t understand, as people are often embarrassed at their lack of knowledge.


Consequently, if your digital health patient engagement campaigns are heavy with medical jargon and lack personalization, patients won’t act on the information to drive better outcomes.

Solution: Create Educational Health Content

Develop simple educational resources for your patients that apply to their unique needs and condition. This will help them understand their state of health and make better sense of subsequent communications they’ll receive from you and their other healthcare providers.

This educational content could be in the form of periodic email newsletters, giving you a great reason to keep in touch with your patients. Alternatively, they could take the form of blog posts or articles on a patient portal, which could be supported by an email marketing campaign to let patients know about the article. In helping to increase your patients’ health literacy, you offer additional value as a healthcare provider, payer or supplier.


Additionally, keep the medical jargon in your email communications and other patient engagement channels to a minimum. Empathize with the fact that some patients won’t understand as much as others when it comes to healthcare provision and explain things as plainly as possible. 

Data Privacy And Security Concerns

Unfortunately, due to its sensitivity and critical nature patient data, i.e., protected health information (PHI) is highly prized by cybercriminals. Subsequently, there have been many high-profile healthcare breaches, such as the Change Healthcare breach, in early 2024, which affected 100 million individuals, that make patients increasingly wary about sharing health-related information via email, text, or other digital communication channels.


That said, their wary attitude is the right one to adopt, but not at the expense of enhancing engagement and improving their health outcomes. 

Solution: Invest In HIPAA Compliant Communication Tools

Ensure that the digital tools you use to engage with patients possess the security features required for HIPAA compliance. The  Health Insurance Portability and Accountability Act  (HIPAA) provides a series of guidelines that healthcare organizations must comply with to best safeguard PHI. Consequently, solutions that promote their commitment to HIPAA compliance, such as LuxSci, will understand the privacy, security, and regulatory needs of healthcare companies and have developed their tools accordingly.


Most importantly, a HIPAA compliant vendor will sign a Business Associates Agreement (BAA), the legal documentation that outlines your respective responsibilities regarding the protection of PHI. Safe in the knowledge that the patient data under your care is secure, you can concentrate your efforts on personalizing your digital communication campaigns for maximum effect. 

Age And Cultural Differences

Ineffective patient engagement efforts (or a complete lack of engagement, altogether) can reinforce cliches about the use of digital tools within particular patient groups. The reality, however, is that many healthcare organizations don’t account for age differences and channel preferences in their patient engagement strategies.


Subsequently, if you only engage with patients on a single communication channel, you risk alienating others because it’s not their medium of choice.  

Solution: Adopt a Multi-Channel Engagement Strategy

Instead of focusing on one communication medium, diversify your approach and adopt a multi-channel engagement strategy. This could encompass email, SMS, and phone outreach, for instance. This covers the more proverbial bases and gives you a chance to engage with patients on their preferred terms.

Lack Of Personalization

One of the main reasons that healthcare organizations fail to engage with their patients is that they adopt a “one-size-fits-all” approach, attempting to craft communications that appeal to as many people as possible. Unfortunately, this has the opposite of the desired approach, not connecting anyone in particular and engaging few patients as a result.  

Solution: Personalize Your Patient Engagement Campaigns with PHI

With a HIPAA compliant solution, you can use PHI to personalize patient engagement, leveraging their health data to craft messaging that reflects their specific condition, needs, and where they are along their healthcare journey. PHI also can be used to segment patients into subgroups, grouping them by specific commonalities such as age, gender, health condition, and lifestyle factors.

Successful Digital Health Patient Engagement with LuxSci

With more than 20 years of experience in delivering secure digital healthcare communication solutions to some of the world’s leading healthcare providers, payers and suppliers, LuxSci is a trusted partner for organizations looking to boost their patient engagement efforts, while protecting patient data and remaining compliant at all times.

LuxSci’s suite of HIPAA compliant solutions include:

    • Secure Email: HIPAA compliant email solutions for executing highly scalable, high volume email campaigns that include PHI – millions of emails per month.

    • Secure Forms: Securely and efficiently collect and store ePHI without compromising security or compliance – for onboarding new patients and customers and gathering intelligence for personalization.

    • Secure Marketing: proactively reach your patients and customers with HIPAA compliant email marketing campaigns for increased engagement, lead generation and sales.

    • Secure Text Messaging: enable access to ePHI and other sensitive information directly to mobile devices via regular SMS text messages.

Interested in discovering more about LuxSci can help you upgrade your cybersecurity posture for PHI and ensure HIPAA compliance? Contact us today!

HIPAA Email Policy

What Are HIPAA Email Requirements?

HIPAA email requirements include implementing administrative, physical, and security protections for electronic protected health information transmitted through email communications. Healthcare organizations must establish policies, provide staff training, implement encryption measures, maintain audit trails, and execute business associate agreements when using email systems that handle PHI to ensure compliance with Privacy and Security Rule obligations. Email communication has become indispensable for healthcare operations, yet many organizations lack comprehensive understanding of specific HIPAA obligations that apply to electronic messaging. Clear knowledge of these requirements helps healthcare providers maintain compliance while utilizing email efficiency for patient care and administrative functions.

Administrative Protection Requirements

Written policies must govern how healthcare organizations use email for PHI communications, including procedures for patient authorization, encryption standards, and incident response protocols. These policies should address all aspects of email usage from initial setup through message retention and disposal. Privacy officer designation ensures that healthcare organizations have qualified personnel responsible for developing email policies, training staff, and monitoring compliance with HIPAA email requirements. This individual must have authority to implement changes and investigate potential violations. Workforce training programs must educate healthcare personnel about proper email usage, patient privacy rights, and security procedures for PHI protection. Training should be provided to all staff who use email systems and updated regularly to address new threats and regulatory guidance.

Physical Protection Standards

Workstation security controls prevent unauthorized individuals from accessing email systems containing PHI through unattended computers or mobile devices. Healthcare organizations must implement automatic screen locks, secure login procedures, and physical access restrictions for devices used to access patient information. Device controls help healthcare organizations manage smartphones, tablets, and laptops used for email communications containing PHI. These controls should include encryption requirements, remote wipe capabilities, and restrictions on personal use of organizational devices. Facility access restrictions protect email servers and network infrastructure from unauthorized physical access. Healthcare organizations must secure server rooms, network equipment, and backup systems that store or transmit PHI through appropriate access controls and environmental protections.

Information Access Management Controls

User authentication systems verify the identity of individuals accessing email systems before granting access to PHI. Healthcare organizations must implement strong password requirements, account lockout procedures, and regular access reviews to ensure that only authorized personnel can access patient information. Role-based access controls limit email functionality based on job responsibilities and PHI access needs. Administrative staff might have different email permissions than clinical personnel, ensuring that users only access information necessary for their specific duties within the healthcare organization. Account management procedures ensure that email access aligns with current employment status and job responsibilities. Healthcare organizations must promptly remove access when employees leave and update permissions when staff change roles to prevent unauthorized PHI access.

Audit Control and Accountability Measures

Activity logging systems must capture detailed records of email access, transmission, and modification activities involving PHI. These logs should include user identification, timestamps, and actions taken to support compliance monitoring and potential breach investigations. Regular log reviews help healthcare organizations identify unusual access patterns, potential security threats, and policy violations related to email usage. These reviews should be conducted by qualified personnel who can recognize indicators of inappropriate PHI access or disclosure. Accountability documentation helps healthcare organizations track individual responsibility for email activities involving PHI. Clear assignment of user accounts and regular certification of access needs ensure that email usage can be traced to specific individuals when necessary.

Information Integrity Protections

Data validation procedures help ensure that PHI transmitted through email remains accurate and complete during transmission. Healthcare organizations should implement controls that detect unauthorized modifications to email content or attachments containing patient information. Backup and recovery systems protect email data from loss due to system failures, security incidents, or natural disasters. These systems must maintain the same security protections as primary email systems while ensuring that PHI can be restored when needed for patient care or compliance purposes. Version control measures help healthcare organizations track changes to email policies, system configurations, and security settings that affect PHI protection. These controls support audit requirements and help ensure that security measures remain current and effective.

Transmission Security Standards

Encryption implementation protects PHI during email transmission between healthcare organizations and external recipients. Healthcare organizations must evaluate their email systems to determine appropriate encryption methods based on risk assessments and HIPAA email requirements. Network security controls protect email infrastructure from unauthorized access and cyber threats. These controls include firewalls, intrusion detection systems, and secure network configurations that prevent attackers from intercepting or modifying email communications containing PHI. Message routing procedures ensure that emails containing PHI follow secure transmission paths and reach intended recipients without unauthorized disclosure. Healthcare organizations should implement controls that prevent accidental misdirection of patient information to wrong email addresses.

Business Associate Management Obligations

Vendor evaluation processes help healthcare organizations select email service providers that can meet HIPAA email requirements and provide appropriate security protections for PHI. These evaluations should include security assessments, compliance audits, and reviews of vendor policies and procedures. Contract requirements ensure that business associates providing email services agree to protect PHI and comply with HIPAA obligations. Business associate agreements must specify security requirements, breach notification procedures, and audit rights that healthcare organizations need to maintain compliance. Monitoring procedures help healthcare organizations verify that business associates continue meeting HIPAA email requirements and maintaining appropriate PHI protections.