LuxSci

Healthcare Marketing Trends

Healthcare Marketing Trends

Let’s take a look at key healthcare marketing trends to be aware of and how they can impact your results.

Email Deliverability 

Thanks to Google and Yahoo, significant changes happened for email marketers in 2024. As we’ve previously written about, Google and Yahoo are implementing new requirements for bulk email senders that will involve a lot of coordination and effort for marketers. Beyond the initial implementation of technical requirements like SPF, DKIM, and DMARC records, marketers must pay close attention to their spam rates in the future. Keeping your spam reports below 0.3% will be essential to ensure that Google and Yahoo aren’t blacklisting your emails. Marketers must keep their email lists clean, craft relevant campaigns, and use technology to remove unengaged contacts promptly. Over two billion people use Google or Yahoo as their email provider, so adopting these standards is not optional.

Artificial Intelligence

Healthcare marketers are also looking at ways to use artificial intelligence to save time and automate processes with tools like ChatGPT, DALL-E, and Midjourney. Now, marketers are seriously evaluating tools that can assist with business processes like copywriting, graphic design, data analysis, and other functions.

However, it’s essential to carefully vet any artificial intelligence tool if you plan to use it in your marketing efforts. What data sets is it trained on? Are they biased? Is the information accurate? Some tools introduce legal compliance risks, and it’s essential to understand the risks thoroughly.

Trust is essential in healthcare marketing, and relying too heavily on AI tools can create a negative patient experience. AI tools should not replace marketers. At best, these tools can help marketers complete their work. Guardrails are required when it comes to AI tools, and healthcare marketers should be cautious to ensure their brands are well-represented by the output of these tools.

Automation and APIs

Another way to save time and measure results is using APIs and automation. Many marketers are turning to automation tactics to streamline operations in the face of increasing budgetary pressure. Advanced email marketers can use email APIs to trigger email campaigns and automated workflows when specific criteria are met, including user engagement with emails, and use dynamic content to personalize the healthcare journey. These tactics make email marketing scalable and ensure your audience receives the proper communications at the right time. 

APIs can also be used to organize the results of your marketing efforts. Email APIs can deliver data about your campaigns (delivery status, open and clicks, unsubscribes, number secured, etc.) back into your marketing dashboards and databases. This is a way to help you make informed decisions and improve your marketing results. Expect to see more marketers embrace automation alongside AI tools this year. 

Personalization

Personalization continues to be extremely important to successful healthcare marketing efforts. This is a challenge for healthcare providers because they must comply with HIPAA regulations in their email communications. Luckily, with the right tools and patient permission, it’s possible to personalize emails to create relevant campaigns, including using PHI in emails and messaging. When healthcare marketers have access to zero-party patient data and the right tools to execute, they can go beyond practice newsletters to create email campaigns that deliver results.

Proving Impact and Delivering ROI

Healthcare providers continue to face a challenging economic situation and may be forced to cut marketing budgets. Although some advertising channels may be forced to take a hiatus, email marketing should not be one of them. Not only do patients want to receive marketing communications via email, but email marketing also delivers one of the best returns on investment compared to other channels.

However, the way we track and measure the impact of marketing campaigns must also change. In 2024, open rates started becoming less reliable indicators of marketing success. Apple Mail’s privacy features and the increasing prevalence of email filtering and spam tools mean that marketers will need to rely on different metrics to judge the success of their campaigns. Tracking the clicks and what actions users take in other channels after receiving the email is crucial to understanding the effectiveness of your campaigns – and making adjustments to improve results. Also, keeping email lists clean and removing unsubscribed and inactive users is more important than ever to keep your IP addresses from being throttled.

Contact us today if you want to go deeper in any of these aread and how they can impact your business.

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

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LuxSci G2 2026

LuxSci Earns 19 G2 Spring 2026 Badges

LuxSci continues its strong performance in the G2 Spring 2026 Reports, earning 19 badges that reflect real customer satisfaction and consistent product excellence across multiple areas, including email encryption, HIPAA compliant messaging, email security and email gateways.

G2: A Highly Reputable Peer Review Platformn

In a crowded software landscape, it’s easy for bold claims to blur together. That’s where G2 stands apart. Its rankings are based entirely on verified user feedback, giving buyers a clearer picture of how solutions actually perform in day-to-day use, not just how they’re marketed.

For Spring 2026, LuxSci earned recognition across multiple categories, including Leader, Best Customer Support, and Best ROI. Together, these awards show that LuxSci delivers leading technology and a best-in-class customer experience.

What the Badges Represent

Each G2 badge reflects direct input from customers using LuxSci in real-world environments. These evaluations cover usability, onboarding, support responsiveness, and long-term value. LuxSci’s Spring 2026 badges span leadership, customer satisfaction, ROI, and ease of implementation, demonstrating consistent strength across the full customer lifecycle.

Leader Badge: Market Leadership Validated

The Leader badge is awarded to companies with high customer satisfaction and strong market presence. LuxSci’s placement reflects reliable performance, strong security, and continued trust from organizations operating in highly regulated environments like healthcare.

Best Customer Support: A Standout Strength

In secure healthcare communications, timely and accurate support is essential. Issues must be resolved quickly to avoid operational or compliance risks. Customers consistently highlight LuxSci’s fast response times, deep expertise, and a hands-on approach, showing that our technology and our people deliver meaningful, real-world solutions.

Best ROI: Proven Business Value

ROI includes reduced compliance risk, improved efficiency, and scalable operations, not just cost. Customers report measurable benefits from LuxSci’s reliability, built-in compliance, and streamlined workflows, leading to strong long-term value and a solution that keeps you ahead of security and compliance risks.

What This Means for LuxSci Customers

These awards show LuxSci’s ability to serve organizations of varying sizes, from mid-market to enterprise. All reviews are from verified users, ensuring authenticity and transparency. Customers consistently mention reliability, security, and responsive support, along with overall peace of mind. The recognitions validate LuxSci’s ability to deliver secure, dependable communication solutions backed by strong support, including HIPAA compliant email, marketing and forms.

LuxSci’s 10 G2 Spring 2026 badges—including Leader, Best Customer Support, and Best ROI—demonstrate consistent excellence across performance, usability, and customer satisfaction. These results reinforce its position as a trusted provider in secure communications.

LuxSci MFA

Traditional MFA No Longer Qualifies as “Reasonable” Security

For years, multi-factor authentication (MFA) was considered one of the most effective ways to protect sensitive systems. By requiring a second verification step, such as a text message code or push notification, organizations could significantly reduce the risk of compromised passwords.

But the threat landscape has changed.

Today, attackers routinely bypass traditional MFA using techniques such as MFA evasion, token replay attacks, and consent phishing. These methods are no longer rare or highly sophisticated. They are widely used, automated, and increasingly effective.

As a result, regulators, auditors, and security frameworks are raising expectations for authentication security. For healthcare organizations in particular, traditional MFA alone may no longer satisfy the HIPAA requirement to implement “reasonable and appropriate safeguards.”

In the near future, email systems that rely only on basic MFA, without conditional access or phishing-resistant authentication, may increasingly be viewed as security gaps during risk assessments.

Why Traditional MFA Is No Longer Enough

Traditional MFA still improves security compared to passwords alone. However, many common MFA methods were designed before today’s phishing techniques and cloud authentication attacks became widespread.

Common MFA methods include:

  • SMS verification codes
  • Email-based authentication codes
  • Push notifications to mobile apps

While these mechanisms add friction for attackers, they can still be intercepted or manipulated during sophisticated phishing attacks. Because modern attackers now target authentication workflows directly, organizations relying solely on traditional MFA may be more vulnerable than they realize.

How Attackers Bypass MFA Today

Cybercriminals increasingly rely on tools that capture credentials and authentication tokens during login sessions. Three attack techniques are now especially common.

  • MFA Evasion and Phishing Proxies – Attackers frequently deploy adversary-in-the-middle phishing kits that sit between the user and the real login service. When users enter their credentials and MFA code on a phishing page, the attacker forwards the information to the legitimate site and captures the authentication session. The user successfully logs in—but the attacker gains access as well. If attackers capture those tokens, they can reuse them to access the account directly.
  • Token Replay Attacks – After successful authentication, systems typically issue session tokens that allow users to remain logged in without repeated MFA prompts. This technique has been widely observed in attacks targeting cloud email platforms such as Microsoft 365, allowing attackers to access email data even when MFA is enabled.
  • Consent Phishing – Consent phishing bypasses MFA entirely. Instead of stealing passwords, attackers trick users into granting permissions to malicious applications that request access to their mailbox or files. If users approve the request, the attacker’s application receives persistent access to the account through APIs—often without triggering security alerts.

Why Email Authentication Matters Most in Healthcare

Email remains one of the most critical systems in healthcare organizations. It supports patient communication, internal collaboration, and the exchange of sensitive information. Unfortunately, it is also the most frequently targeted entry point for cyberattacks.

Once attackers gain access to an email account, they can:

  • Impersonate healthcare staff
  • Launch internal phishing attacks
  • Access sensitive patient communications
  • Extract protected health information (PHI)

Because of this, email authentication controls are becoming a major focus for security teams and compliance auditors alike.

Evolving Regulatory Expectations

HIPAA does not prescribe specific technologies, but it requires organizations to implement safeguards that are “reasonable and appropriate” based on risk. As new attack methods emerge, the definition of reasonable security evolves.

Today, many security frameworks and regulatory bodies are emphasizing stronger identity protections, including:

  • Phishing-resistant authentication
  • Conditional access policies
  • Monitoring for suspicious login behavior
  • Controls for third-party application permissions

Organizations that rely solely on basic MFA may increasingly struggle to demonstrate that their authentication protections are sufficient.

The Shift Toward Phishing-Resistant Authentication

To address the weaknesses of traditional MFA, many organizations are adopting phishing-resistant authentication technologies, which can be enabled with tools like Duo and Okta. These solutions rely on cryptographic authentication tied to trusted devices, which prevents attackers from capturing or replaying login credentials.

Examples include:

  • Hardware security keys
  • Passkeys
  • Certificate-based authentication

Because authentication is tied to both the device and the legitimate website domain, these technologies significantly reduce the success rate of phishing attacks.

Why Conditional Access Is Becoming Essential

Conditional access adds another layer of protection by evaluating context and risk before granting access. Instead of treating every login the same, conditional access policies analyze signals such as:

  • Device security status
  • Geographic location
  • Network reputation
  • User behavior patterns

If something appears unusual, such as a login from a new country, the system can require stronger authentication or block the attempt altogether. This risk-based approach to authentication helps prevent many account compromise scenarios.

The Future of HIPAA Risk Assessments

As authentication threats evolve, healthcare security assessments are increasingly focusing on identity protection maturity. Organizations may begin seeing findings related to:

  • Weak or outdated MFA methods
  • Lack of conditional access policies
  • Insufficient monitoring of login activity
  • Unrestricted third-party application permissions

In particular, email systems without advanced authentication protections may be flagged as high-risk vulnerabilities, especially when PHI is accessible.

LuxSci’s Modern Approach to MFA

Modern threats require more than a simple second login factor. LuxSci approaches authentication security with layered identity protection designed specifically for healthcare environments.

Instead of relying solely on basic MFA methods like SMS codes or email verification, LuxSci supports stronger authentication controls and policies that align with evolving security expectations. These protections can include:

  • Strong multi-factor authentication options
  • Monitoring for unusual login behavior
  • Enhanced identity verification mechanisms

By combining multiple security layers within its HIPAA-compliant secure communications email and marketing solutions, LuxSci helps healthcare organizations protect sensitive email communications while maintaining usability for providers, health plan administrators, payment providers, and patient engagement teams.

Conclusion

Multi-factor authentication remains an important security control—but not all MFA is created equal. Attack techniques such as phishing proxies, token replay, and consent phishing have demonstrated that traditional MFA methods can be bypassed. As a result, regulators and auditors are increasingly expecting stronger identity protections.

For healthcare organizations that rely heavily on email communications, the implications are significant. Weak authentication controls can expose sensitive patient data and may soon appear as high-risk findings during HIPAA risk assessments. The organizations best positioned for the future will be those that modernize authentication strategies now, moving toward phishing-resistant methods, conditional access policies, and layered identity protection.

Reach out to LuxSci today to learn how HIPAA compliant email can support both your organization’s engagement and cybersecurity needs.


FAQs

1. What is traditional MFA?

Traditional MFA refers to authentication methods that require a second verification step, typically SMS codes, email codes, or push notifications.

2. Why can attackers bypass MFA today?

Modern phishing tools can intercept authentication sessions or steal login tokens, allowing attackers to access accounts even when MFA is enabled.

3. What is phishing-resistant authentication?

Phishing-resistant authentication uses cryptographic methods tied to trusted devices, preventing attackers from capturing login credentials.

4. Why is email security especially important for healthcare organizations?

Email systems often contain patient communications and sensitive information, making them a common target for cyberattacks.

5. How can organizations improve authentication security?

Organizations can strengthen identity security by adopting phishing-resistant authentication methods, implementing conditional access policies, and monitoring login activity.

LuxSci Automated Email Encryption

Encryption Optional Email Will Fail Audits in 2026 and Beyond

For years, healthcare organizations have relied on click-to-encrypt email workflows and secure portals as a practical compromise between usability and compliance. Or in some cases, they simply thought most of their emails did not need to be compliant. In regulated industries where data security and privacy are paramount, this approach was still considered “good enough.”

That era is ending.

As we progress into 2026 and beyond, regulators, auditors, and cyber insurers are sending a clear and consistent message: encryption that depends on human choice is no longer acceptable. It’s already happening. Encryption optional email isn’t merely raising concerns, it’s failing audits outright.

An Email Threat Landscape That’s Changing Faster Than Email Habits

Historically, email encryption was treated as a best practice rather than a hard requirement. If an organization could demonstrate that encryption tools existed and that employees had access to them, auditors were often satisfied. The box was checked, everybody moved on.

Today, the questions auditors ask are fundamentally different. Instead of asking whether encryption is available, they are asking whether sensitive data can ever leave the organization unencrypted. If the answer is yes, even in rare cases, or even accidentally, that’s no longer viewed as an acceptable gap. It’s viewed as inadequate control.

Why 2026 Is a Tipping Point for Email Security

Several forces are converging here in 2026 that make optional encryption increasingly untenable. Regulatory scrutiny around PHI and PII exposure continues to intensify. Breach costs and litigation are rising, with email remaining one of the most common vectors for data exposure and breaches. AI is also changing the game for cybercriminals, and attacks will continue to increase and be more sophisticated. As a result, cyber insurers are tightening underwriting requirements and demanding stronger, more predictable controls.

At the same time, email user behavior is unpredictable and inconsistent, which is a non-starter for data security in today’s world.

Taken together, these trends and behaviors point to a single requirement: email security controls must be automated. They must be enforced by systems, not dependent on employee memory, judgment, or good intentions.

The Reality of “Encryption Optional” in Practice

On paper, optional encryption can sound reasonable. In practice, it creates gaps large enough to open you up to a breach.

Secure portals are a good example. They require recipients to click a link, authenticate, and access content in a controlled environment. While this protects data in transit, and is a better approach than no security at all, it also introduces friction. And people don’t like friction. Senders forget to use the portal. Recipients ask for “just a quick email instead.” Shortcuts are taken to save time. And every shortcut becomes a risk.

Click-to-encrypt systems suffer from a similar problem. They rely on users to correctly identify sensitive data and remember to take action. But people often misclassify information, forget to click the button, or assume someone else has already secured the message. From an auditor’s perspective, this isn’t a training failure. It’s a set-up and control failure.

Email Security Defaults Are the New Normal

The latest message from regulators, auditors, and insurers is clear. If encryption is optional, data vulnerabilities become inevitable.

What can you do?

Below is a quick email security checklist to help you get started. Cyber insurers may require or recommend the following safeguards during the underwriting process, such as:

  • Multi-factor authentication (MFA)
  • Endpoint protection
  • Encrypted backups
  • Incident response planning
  • Encryption protocols for sensitive data in transit and at rest, including PHI in emails

In 2026 and beyond, healthcare organizations and regulated industries will be judged not by what they allow, but by what they prevent. Automated, encrypted email is the new. normal.

Want to learn more about LuxSci HIPAA compliant email? Reach out today.

LuxSci Oiva Health

LuxSci and Oiva Health Combine to Form Transatlantic Healthcare Communications Group

Boston & Helsinki, February 12, 2026 – LuxSci, a provider of secure healthcare communications solutions in the United States, and Oiva Health, a Nordic provider of Digital Care solutions in social and healthcare services, today announced that the companies are joining forces. Backed by Main Capital Partners (“Main”), the combination brings together two complementary platforms and teams, forming a strong transatlantic software group focused on secure healthcare communications.

Founded in 1999, LuxSci is a U.S. provider of HIPAA‑compliant, secure email, marketing, and forms solutions. Its application and infrastructure software enable organizations to securely deliver personalized, sensitive data at scale to support a broad range of healthcare communications and workflows including care coordination, benefits and payments, marketing, wellness communications, after care and ongoing care. Certified by HITRUST for the highest levels of data security, LuxSci serves dozens of healthcare enterprises and hundreds of mid‑market organizations.

Founded in 2010, Oiva Health is a provider of digital care and communications solutions in the Nordics. Headquartered in Finland, with additional offices in Denmark, Norway, and Sweden, Oiva Health offers digital care and digital clinic solutions – including digital visits, secure messaging, online scheduling and appointments, and caregiver communications – serving the long-term care, especially elderly care, and occupational healthcare verticals. The company employs approximately 60 people and has recently expanded across the Nordic region, with a growing presence in Norway and Sweden.

The combination of LuxSci and Oiva Health creates a larger, cross Atlantic group with complementary solutions, serving the U.S. and European markets. Together, the companies offer healthcare providers, payers, and suppliers a comprehensive suite of tools to communicate securely and compliantly, spanning communications, workflows, and virtual care delivery.

Daan Visscher, Partner and Co-Head North America at Main, commented: “We are pleased to announce this cross Atlantic transaction, creating an internationally active secure communications player within the healthcare and home care space. The combined product suite enables healthcare organizations to drive much needed efficiency gains in healthcare provision addressing a global trend of rising costs, aging population, and increasing pressure on resources needed to provide high-quality care.”

Mark Leonard, CEO of LuxSci, said, “We are thrilled to join forces with Oiva Health and believe that together we can truly make a difference in healthcare coordination, access, and delivery. We see an exciting path forward with our customers benefiting from an end-to-end, secure and compliant approach to optimizing both healthcare communications and today’s frontline workers, which we need now more than ever.”

Juhana Ojala, CEO at Oiva Health, concluded, “We look forward to this new chapter together with LuxSci. We are very excited about the strong alignment between our solutions, which especially strongly positions us to expand our flagship Digital Care offering to the high-potential U.S. care market – from care coordination to care delivery to in-home and institutional care.”

Nothing contained in this Press Release is intended to project, predict, guarantee, or forecast the future performance of any investment. This Press Release is for information purposes only and is not investment advice or an offer to buy or sell any securities or to invest in any funds or other investment vehicles managed by Main Capital Partners or any other person.

[END OF MESSAGE]

About LuxSci

LuxSci is a U.S.-based provider of secure healthcare communications solutions for the healthcare industry. The company offers secure email, marketing, forms and hosting, delivering HIPAA‑compliant communication solutions that enable organizations to safely manage and transmit sensitive data. Founded in 1999, LuxSci serves more than 1,900 customers across healthcare verticals, including providers, payers, suppliers, and healthcare retail, home care providers, and healthcare systems, as well as organizations operating in other highly regulated industries. LuxSci is HITRUST‑certified with example clients being Athenahealth, 1800 Contacts, Lucerna Health, Eurofins, and Rotech Healthcare, among others.

About Oiva Health

Oiva Health is a Digital Care provider in the Nordics, offering a comprehensive Digital Platform for integrated health and care services to digitalize primary healthcare, social care, hospital healthcare and long-term care services. The company was founded in 2010 and currently employs approximately 60 people in Finland, Denmark, Norway, and Sweden serving domestic municipalities, customers and partners, such as City of Helsinki, Keski-Suomi Welfare Region, Länsi-Uusimaa Welfare Region in Finland, and Viborg municipality in Denmark with its Digital Care platform. Annually over 5 million customer contacts are handled digitally through Oiva Health’s Digital Care and Digital Clinic platforms.  

About Main Capital Partners

Main Capital Partners is a software investor managing private equity funds active in the Benelux, DACH, the Nordics, France, and the United States with approximately EUR 7 billion in assets under management. Main has over 20 years of experience in strengthening software companies and works closely with the management teams across its portfolio as a strategic partner to achieve profitable growth and create larger outstanding software groups. Main has approximately 95 employees operating out of its offices in The Hague, Düsseldorf, Stockholm, Antwerp, Paris, and an affiliate office in Boston. Main maintains an active portfolio of over 50 software companies. The underlying portfolio employs approximately 15,000 employees. Through its Main Social Institute, Main supports students with grants and scholarships to study IT and Computer Science at Technical Universities and Universities of Applied Sciences.

The sender of this press release is Main Capital Partners.

For more information, please contact:

Main Capital Partners
Sophia Hengelbrok (PR & Communications Specialist)

sophia.hengelbrok@main.nl

+ 31 6 53 70 76 86

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How to Set Up HIPAA Compliant Email

How Does Email Marketing For Healthcare Organizations Work?

Email marketing for healthcare organizations involves targeted communication strategies that help medical facilities, health systems, and healthcare providers engage patients, promote wellness programs, and share educational content while maintaining strict privacy protections and regulatory compliance. Healthcare providers, payers, and suppliers use email marketing for healthcare organizations to improve patient engagement, increase appointment bookings, promote health screenings, and provide valuable medical information to their communities. Understanding how email marketing for healthcare organizations functions helps medical facilities develop compliant communication strategies that support patient care objectives while respecting privacy regulations and building stronger relationships with patients.

Regulatory Compliance and Privacy Requirements

Email marketing for healthcare organizations must comply with HIPAA privacy rules, CAN-SPAM Act requirements, and state privacy laws that govern how patient information can be used for communication purposes. HIPAA regulations prevent healthcare organizations from using protected health information for marketing without explicit patient authorization, except for face-to-face communications or promotional gifts of nominal value. This means campaigns targeting patients based on their medical conditions or treatment history require specific written consent.

The CAN-SPAM Act applies to all commercial healthcare communications, requiring clear sender identification, truthful subject lines, and functional unsubscribe mechanisms in every email. Healthcare organizations must include their physical addresses and honor opt-out requests within 10 business days. State privacy laws may impose additional restrictions regarding consent requirements and patient rights that organizations must evaluate and implement.

Patient authorization requirements vary depending on the type of information used and the purpose of the communication. General health education campaigns may not require authorization, while targeted campaigns based on specific medical conditions require explicit written consent that clearly explains how patient information will be used.

Content Strategy and Patient Education Focus

Email marketing for healthcare organizations should prioritize educational content and patient value over promotional messaging to build trust and establish credibility. Health education campaigns featuring seasonal wellness tips, preventive care reminders, and disease management information provide genuine value to recipients while supporting organizational objectives. Content should be evidence-based, medically accurate, and reviewed by qualified healthcare professionals.

Patient education campaigns can address chronic disease management, medication adherence, and lifestyle modifications when properly targeted and authorized. These campaigns help patients make informed healthcare decisions while positioning organizations as trusted healthcare partners. Community health initiatives allow organizations to address public health concerns and seasonal health risks through email communications.

Content personalization must balance engagement benefits with privacy requirements and regulatory constraints. Basic personalization such as names and preferred languages can improve response rates without requiring extensive patient information use. More detailed personalization based on health conditions requires specific patient authorization and careful data management.

Technology Platforms and Integration

Email marketing for healthcare organizations requires specialized platforms that support HIPAA compliance, patient privacy protections, and integration with existing healthcare systems. These platforms must provide business associate agreements, data encryption, audit logging, and secure data handling procedures that protect patient information during campaign creation and delivery.

Integration with electronic health record systems allows organizations to leverage patient preferences and communication history while maintaining privacy protections. Automated workflows can trigger campaigns based on appointment scheduling or routine care intervals without exposing sensitive medical information. List management capabilities should support consent tracking, preference management, and compliance reporting for regulatory reviews.

Security features including encryption, access controls, and audit trails protect patient information throughout the email marketing process. Platforms should provide detailed logging of campaign activities and patient data usage to support compliance demonstrations and incident investigations.

Patient Segmentation and Performance Measurement

Email marketing for healthcare organizations should focus on demographic factors, service interests, and communication preferences rather than protected health information whenever possible. Geographic and age-based segmentation can support appropriate messaging without accessing medical records. Service line segmentation enables targeted promotion based on self-reported interests rather than medical history.

Behavioral segmentation based on website interactions or event attendance can inform campaign targeting without using protected health information. Communication preference segmentation allows patients to select email frequency and content types that match their individual preferences, helping maintain engagement while reducing unsubscribe rates.

Performance measurement should use metrics that reflect patient engagement and health outcomes rather than purely commercial indicators. Appointment booking rates, screening completion rates, and patient satisfaction scores provide meaningful performance measurements. Patient feedback mechanisms help organizations understand recipient preferences and identify improvement opportunities.

Long-term performance tracking helps healthcare organizations understand the cumulative impact of email marketing efforts on patient relationships and care utilization. Regular analysis supports continuous improvement and demonstrates the value of patient communication investments to organizational leadership while maintaining focus on patient-centered care objectives.

Mark Leonard LuxSci CEO

LuxSci Welcomes Enterprise Software Executive Mark Leonard as New CEO

LuxSci is pleased to announce the appointment of Mark Leonard as CEO to fuel the company’s next phase of growth. Founder Erik Kangas continues as CTO to focus on product innovation and expansion.

Mark brings more than two decades of enterprise software experience to LuxSci, selling to both technical buyers and business users. He’s led sales, customer success and marketing teams at high-growth start-ups and scale-ups with a proven track record of success, including AI solution providers Cogito and Interactions, and insurance software provider Enservio. Mark’s unique executive leadership experience includes roles as Chief Revenue Officer, Executive Vice President of Customer Success and Chief Marketing Officer, bringing hands-on, real-world expertise in the full range of go-to-market activities to LuxSci.

“LuxSci has built an enterprise-class product and has established a leadership position in the market through sheer determination and an unmatched commitment to its customers’ success,” said Leonard. “I’m honored to join the team as we embark on LuxSci’s next phase of growth, and I want to especially thank founders Erik Kangas and Jeanne Fama, as well as Daan Visscher and the team over at Main Capital Partners, for this incredible opportunity.”

Mark Leonard LuxSci CEO

“It’s an exciting time! The addition of Mark to the LuxSci team marks an important milestone in the LuxSci journey, supporting our aspirations to be the leader in secure healthcare communications,” said Kangas. “We’re now positioned better than ever to understand our customers and the needs of the market to deliver solutions that make a real difference in today’s healthcare experience – from patients to providers, payers and suppliers.”

LuxSci in November received a majority investment from Main Capital Partners, one of Europe’s largest private equity firms. Main recently secured €2.44B in commitments for its latest fund, bringing its total assets under management to approximately €6B. With the financial strength and backing of Main, LuxSci has direct access to the firm’s market intelligence and performance excellence teams for data & research, best practices on go-to-market strategies, technology, financing and M&A – strongly positioning the company for continued innovation and future growth.

Today, LuxSci is used by nearly 2,000 customers for HIPAA-compliant email and marketing solutions across the healthcare industry, including Athena Health, 1800 Contacts, Delta Dental, Beth Israel Lahey Health, Hinge Health, and Rotech Healthcare.

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 compliant email services

What Is HIPAA Email Software?

HIPAA email software is communication technology designed to protect protected health information during electronic transmission while enabling healthcare organizations to communicate securely with patients, providers, and business partners. This software includes encryption capabilities, access controls, audit logging, and other security features required for HIPAA compliance when sending emails containing sensitive medical information. Healthcare providers, payers, and suppliers use HIPAA email software to maintain regulatory compliance while conducting routine business communications, patient outreach, and care coordination activities. Understanding what HIPAA email software offers helps organizations select appropriate solutions for their communication needs while avoiding costly privacy violations.

Security Features Required in HIPAA Email Software

HIPAA email software must include encryption capabilities that protect messages and attachments during transmission and storage. End-to-end encryption ensures that only authorized recipients can access message content, while encryption at rest protects stored emails from unauthorized access. Authentication mechanisms verify user identities before granting access to email systems, preventing unauthorized individuals from sending or receiving sensitive communications. Access controls allow administrators to define who can send emails to specific recipients and which types of information can be included in different message categories. Role-based permissions ensure that staff members can only access email functions appropriate to their job responsibilities. Automatic session timeouts prevent unauthorized access when users leave workstations unattended, while password complexity requirements help protect user accounts from compromise.

Audit and Logging Capabilities

Comprehensive audit logging tracks all email activities within HIPAA email software, creating detailed records of who sent messages, when they were transmitted, and who accessed them. These logs include information about message recipients, attachment details, and any forwarding or reply activities. Audit trails help organizations demonstrate compliance during regulatory reviews and investigate potential security incidents or privacy violations. Log retention policies ensure that audit information remains available for required periods, while secure storage prevents unauthorized modification or deletion of audit records. Automated reporting features can alert administrators to unusual email patterns or potential security concerns. Regular review of audit logs helps identify training needs and process improvements for email security practices.

HIPAA Email Software Integration with Healthcare Systems

HIPAA email software integrates with electronic health record systems, practice management platforms, and other healthcare applications to streamline communication workflows. These integrations allow users to send secure emails directly from patient records or billing systems without switching between multiple applications. Automated triggers can generate secure email notifications for appointment reminders, lab results, or billing communications. Application programming interfaces enable custom integrations with specialized healthcare software used by different types of organizations. Single sign-on capabilities allow users to access email functions using their existing healthcare system credentials. Integration features help reduce workflow disruptions while maintaining security standards across all communication channels.

Patient Portal and External Communication Features

Many HIPAA email software solutions include patient portal functionality that allows secure two-way communication between healthcare organizations and their patients. Patients can log into secure portals to read messages, respond to communications, and download documents without requiring special software installations. Portal notifications alert patients when new messages arrive while maintaining privacy protections. External communication features enable secure messaging with business partners, referring physicians, and other healthcare organizations that may use different email systems. Secure message delivery ensures that communications reach intended recipients even when they use non-HIPAA compliant email systems. Delivery confirmation and read receipts provide verification that important messages were received and accessed by recipients.

Compliance Management and Administrative Controls

HIPAA email software provides administrative tools for managing user accounts, setting security policies, and monitoring compliance across the organization. Centralized administration allows IT teams to configure security settings, manage user permissions, and enforce organizational email policies from a single interface. Policy templates help organizations implement standard security configurations that meet HIPAA requirements. User training modules within the software help staff understand proper email security practices and organizational policies for handling protected health information. Compliance dashboards provide real-time visibility into email security metrics and potential policy violations. Automated policy enforcement prevents users from sending emails that violate organizational security standards or regulatory requirements.

Implementation and Deployment Considerations

Healthcare organizations implementing HIPAA email software need to consider data migration from existing email systems, staff training requirements, and integration with current technology infrastructure. Planning phases should include security risk assessments, workflow analysis, and stakeholder input to ensure the selected solution meets organizational needs. Pilot deployments allow organizations to test functionality and identify potential issues before full implementation. Change management processes help staff adapt to new email security procedures and software interfaces. Technical support during implementation ensures that integration challenges are resolved quickly and that security configurations meet organizational requirements. Post-deployment monitoring verifies that the HIPAA email software performs as expected and continues meeting compliance obligations over time