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Posts Tagged ‘dental marketing’

5 Ways to Improve Your Dental Practice Email Marketing

Thursday, October 6th, 2022

Email marketing is a highly effective way to communicate the latest news about your dental practice to patients. However, stale newsletters and practice announcements are not enough to keep patients engaged with their oral health. Take your dental practice email marketing to the next level with these tips to improve your messaging. 

1) Choose an email marketing platform that allows you to use ePHI

Identifying the tools to market your practice is often trickier than it appears. Dental practices must abide by HIPAA regulations, affecting how they can transmit information about their services to their patients. Any vendor that handles PHI on behalf of a dental practice must sign a Business Associate Agreement outlining how patient data will be stored, transmitted, and disposed of. Don’t choose a vendor who is unfamiliar with HIPAA’s stringent requirements.

Also, watch out for quasi-compliance. Some self-identified “HIPAA-compliant” email vendors can protect data at rest but not in transmission, rendering their services moot. What’s the point of using a HIPAA-compliant email marketing service that doesn’t allow you to transmit relevant information?

quasi compliance

Some organizations try to avoid HIPAA regulations by having patients sign consent forms to waive their rights under HIPAA. However, this is unwise for several reasons. Even if patients agree, it does not remove the organization’s obligations to secure PHI under the law. If protected health information is improperly accessed, it is still a breach and can lead to severe financial and reputational consequences. Plus, keeping track of waivers and keeping email lists up to date is a major hassle. It’s much easier to do the right thing under the law.

2) Encrypt marketing emails to comply with HIPAA

Many marketing emails imply a relationship between patients and providers and, as such, can often be classified as protected health information. PHI must be encrypted in transit and at rest to comply with HIPAA. Ensure your email marketing platform encrypts every email automatically instead of relying on your marketing team to secure sensitive data.

However, not all email encryption is created equal. TLS encryption meets HIPAA transport encryption requirements and provides a better user experience. Emails encrypted with TLS are sent directly to the patient’s inbox and are opened just like a regular email. This means that marketing emails sent with TLS encryption are more likely to be opened than those sent to a patient portal which requires users to login to read the email.

tls vs portal pickup

Learn more about the differences between TLS and Secure Portal Pickup.

3) Use PHI to send personalized emails that are relevant to your customers

Once you’ve selected a tool that complies with HIPAA email encryption transmission requirements, use patient data to create highly relevant messaging. Some organizations try to get around HIPAA requirements by sending very generic marketing content. However, these tactics do not deliver results. Marketers in other industries have found that using customer data to segment their audience allows them to create highly relevant messaging that delivers better open and click rates. 

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Dental marketers can use PHI to segment and personalize emails and delivers results for both your practice and your patients. Healthcare marketing emails can be personalized as long as the proper safeguards and precautions are in place to protect patient privacy and meet compliance requirements.

4) Use email marketing to engage patients 

Healthcare consumerism is rising, and patients are willing to change providers if they are unsatisfied with their experience. Educating and informing current and potential patients about your services is essential to improving new customer acquisition and patient retention. Many patients now prefer to receive communications about their health status, upcoming appointments, and relevant offers via email. 

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Adapting your communications to fit patient preferences is an easy change that can go a long way to increase patient satisfaction.

5) Track the results and use data to improve messaging

Unlike other traditional marketing channels, email marketing campaigns deliver a wealth of data that can be used to inform your strategic plans. Unlike social media, email isn’t subject to the whims of the latest algorithm change. Reviewing performance over time makes it possible to tell what is popular and unpopular with your customer base. Email marketing is so effective at delivering a positive return on investment because it is straightforward to track what is resonating and what is not. 


Using HIPAA-compliant email marketing tools allows dental practices to achieve better marketing results via segmentation and personalization without sacrificing patient privacy. LuxSci’s Secure Marketing platform was designed to help organizations connect with their patients without violating HIPAA.

Dental Practice Marketing & HIPAA

Thursday, September 29th, 2022

Dental practices face enormous challenges when it comes to acquiring new patients and expanding their practices. Marketing is all but essential to make sure your practice thrives. This article discusses how dental practices can thrive using personalized marketing without running afoul of HIPAA regulations.

Dental Practice Marketing Today

HITRUSTMarketing is essential to growing any business successfully, but operating in highly regulated spaces such as dentistry, there are serious compliance considerations. Whether responding to an online patient review or trying to increase patient engagement through marketing campaigns, misunderstanding HIPAA can lead to patient privacy breaches that place your finances and reputation at risk.

The Health Insurance Portability and Accountability Act (HIPAA), which controls what and when patient information may be shared for marketing purposes, was enacted before the electronic age. As a result, it can be challenging to find information regarding appropriate marketing practices using modern social and software technologies.

Most Common Misunderstandings of HIPAA

HIPAA is a complicated set of rules and regulations. When it comes to patient marketing, there are many misconceptions about what is and isn’t allowed. Here we unpack a few of the most common misunderstandings as they apply to HIPAA-compliant marketing.

1. As long as patient consent is acquired, HIPAA doesn’t matter

Acquiring patient consent does not remove the organization’s obligation to secure protected health information (PHI) under the law. If PHI is improperly accessed, it is a breach and can lead to severe consequences.

2. Marketing emails do not need encryption

Many marketing emails imply a relationship between patients and providers and, as such, can often be classified as PHI. HIPAA regulations require PHI to be encrypted in transit and at rest.

3. Personalizing marketing emails is a HIPAA violation

Marketing emails can be personalized as long as the proper safeguards and precautions are in place to protect patient privacy and meet compliance requirements.

The Power of Marketing Personalization for Dental Practices

When using a HIPAA-compliant email marketing solution, you can leverage the data and information you have about your patients to increase engagement.

personalization stats

Improve marketing results and drive better patient outcomes by connecting to your patients with messaging that matters to them. Using PHI to segment and personalize emails delivers results for both your practice and your patients.

A Cautionary Tale

In May 2022, Dr. U. Phillip Igbinadolor, D.M.D. & Associates, a dental practice with offices in Charlotte and Monroe, North Carolina, allegedly impermissibly disclosed a patient’s protected health information on a webpage in response to a negative online review. The Office for Civil Rights imposed a $50,000 civil penalty.

Marketing Directly Impacts Practice Success

In the last decade, patients have significantly changed how they seek healthcare. Most patients now consult digital channels as a primary source of information when searching for new treatments and providers. The information they find via internet searches, social media, and review websites substantially influences their choice of provider. For dental marketers, this change has required a significant adjustment to their marketing strategies.online marketing stats

The Answer is a Fully Compliant Marketing Communications Solution

Starting a new marketing program requires the right tools. Do not choose a solution that prohibits you from using PHI in a way that is fully compliant.

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How to Evaluate Secure Communications Solutions for Healthcare

Choosing the right email encryption solution is especially critical for dental organizations. HIPAA regulations, PHI risk, and improved patient engagement are absolute priorities. Not to mention the need for software that offers ease of use, simple integration, and high-level support. 

Meet Compliance Requirements for Email

LuxSci’s Secure Connector adds a layer of protection to Google Workspace and Microsoft 365 email accounts. Don’t leave your organization’s security up to employees. Prevent breaches by securing sensitive data by default. LuxSci is HITRUST certified and can meet compliance requirements for HIPAA, SOC, GDPR, and more.

evaluation details

Conclusion: Online Marketing Isn’t Optional

Marketing your dental practice is no longer as simple as creating a listing in a directory or sending mail to potential patients. To remain competitive, practices must adopt online advertising techniques that offer a solid return on investment. The perils of possible HIPAA violations may dissuade some from taking the leap- but by properly vetting vendors, training staff, and selecting the right tools, it’s possible to engage patients and achieve results.