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Patient Engagement: Why Email is an Essential Channel

Saturday, February 22nd, 2025

In today’s increasingly digital world, email is often overlooked as a channel for patient engagement. Email may not appear to be as innovative or exciting as texting, video conferencing, or mobile applications. Nevertheless, email is a powerful tool that remains widely popular and accessible to most of the population, making it an essential channel for patient engagement through HIPAA compliant email marketing.

doctor emailing patient

Email Adoption Rates

Because of its ubiquity, email should be prioritized as part of your patient engagement efforts. In fact, 92% of Americans have email accounts, and 49% check them multiple times daily. Compared to 80% who text, 72% who are social media users, and 85% who have a smartphone, email has one of the highest adoption rates among digital engagement technologies. Even among older populations and disadvantaged communities, email has been widely adopted.

Best of all, email can be secured to meet HIPAA requirements and protect patient privacy, all while providing a personalized patient and customer communications.

Patient Preferences

Communicating according to patient preferences is one of the most important ways to improve engagement. Many people prefer email communication because it’s less intrusive to their daily lives. The pandemic rapidly accelerated the demand for digital services, and healthcare was not exempt from these shifting preferences. A survey conducted by Redpoint Global found that 80% of patients said that they prefer to use digital channels to communicate with healthcare providers at least some of the time.

In today’s digital world, failing to communicate according to preferences can have significant consequences. Accenture found that 34% of people said they would switch medical providers or be less likely to access care in the future because of a poor experience.

Securing data to comply with HIPAA regulations and obtaining patient consent for marketing communications is essential to engaging patients with personalized emails. Email communications are easy to opt-in and out-of, giving patients complete control over how their healthcare data is used.

The Advantages of Email for Patient Engagement

Email has several advantages, but the two most important include the ability to personalize and scale communications. Patients don’t want to receive the same generic newsletters or messaging. They expect their healthcare providers to provide information that is relevant to their health journey at the right time. The power of email lies in its ability to be customized and personalized at scale. Email APIs can pull data from your CDP, EHR, or CRM into dynamic templates. Messages can be triggered and personalized based on pre-determined actions or criteria. Organizations can create fully automated email workflows to streamline operations and meet patient needs.

By using dynamic personalization and automation, your staff can spend less time with their fingers on keyboards and more time focused on care delivery, patient engagement and better outcomes. Trigger-based email flows can remind patients of appointments, collect insurance information, ensure proper medication adherence, and send other relevant healthcare communications, including new product offers. This frees up time for staff to focus on other tasks and relieves some administrative overhead.

The Results: Improved Patient Engagement

HIPAA compliant email is one of the most effective channels for driving customer behavior. For every $1 spent on email marketing, the average ROI is $36. Email can also provide near-instant performance analytics, so it’s possible to tell what messages are resonating and which are not. In addition, A/B testing makes it simple to test components of your message on a small scale and then send out the winning formats. Trying out different email subject lines, calls to action, imagery, and other messaging is easy. Because of these features, personalized email messaging can provide better conversion rates, patient engagement, and return on investment than other digital channels.

Conclusion

Email is a powerful channel that can benefit your healthcare organization, and your patients and customers. It is often preferred for one-to-one communication and can also be an effective marketing channel. Learn more about how to address communications challenges with HIPAA compliant email by contacting LuxSci today.

Tags: email automation, email engagement, email marketing, hipaa compliance, patient communication, patient engagement, patient experience, patient preferences, patient retention, patient satisfaction, personalization
Posted in HIPAA Marketing, HIPAA Compliant Forms, HIPAA Email Compliance
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Healthcare Marketing Trends

Thursday, January 2nd, 2025

Here are some healthcare marketing trends you should consider adopting.

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? 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 when specific criteria are met and use dynamic content to personalize the email content. 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, 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. 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.

 

One bonus personalization tip- create culturally competent emails and use the patient’s preferred language. Healthcare communications should not leave anyone behind. With the right tools, it’s easier than ever to segment your audience based on their language preferences and create alternate content that resonates. 

 

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 are unreliable 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. Also, keeping email lists clean and removing unsubscribed and inactive users is more important than ever to keep your IP addresses from being throttled. 

Tags: artificial intelligence, email api, email automation, email deliverability, email marketing, healthcare marketing, hipaa, personalization, reporting metrics, spam
Posted in HIPAA Marketing
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What are Secure Email APIs?

Tuesday, October 3rd, 2023

APIs are just one tool that organizations can use to streamline operations and automate processes. Healthcare organizations can utilize secure email APIs to save time and streamline their operations. This article explains what secure email APIs are and ways that healthcare organizations can use them while maintaining HIPAA compliance.

email api workflow

What is an API?

First, let’s take a minute to review what an API is. API is an acronym that stands for “Application Programming Interface.” APIs enable companies to open their applications’ data and functionality to external third-party developers, business partners, and internal departments. They leverage each other’s data and functionality through a documented interface. APIs simplify app development by allowing applications to work together.

APIs help business and IT teams collaborate. Let’s look at a simple example to illustrate how they work. If a smartwatch developer wanted to display the weather on the watch face, they could use the Weather Underground API to source current weather data and local forecasts. Application developers do not have to create an entirely new weather database and keep it updated. Instead, the API permits them to use the Weather Underground’s meteorological data in their application.

APIs enable information to flow both ways. The smartwatch can display Weather Underground forecasts, and the API can report data back to the Weather Underground. This functionality enables interoperability and data sharing.

What Are Email APIs?

An email API allows applications to send emails and deliver email data to other systems. Email APIs are often used to send transactional emails from applications like CRMs, EHRs, and other databases. Trigger-based emails are ideal for sending with an email API. In this situation, emails are sent when pre-determined conditions are met. For example, an order confirmation is a transactional, trigger-based email. A person buys a product online, the transaction is processed within the e-commerce application, and an email is sent to the buyer with their transaction details. The email is sent automatically with an email API and pulls data about their purchase from the application into the email message to provide a personalized record of their order details. The API can also return data to the application about the email delivery, including information about who opened and clicked on a link within the message.

When to Use Secure Email APIs?

When transmitting information that may be sensitive, it’s essential to utilize email APIs that offer additional security features. For example, suppose healthcare organizations want to use email APIs to send appointment reminders from their electronic health record system. As a covered entity subject to HIPAA regulations, those emails contain ePHI and must be encrypted to protect that data as required under the HIPAA Security Rule.

Organizations subject to regulatory compliance regulations should ensure they utilize a secure email API service that enables them to encrypt their email messages (in addition to meeting other technical security standards).

secure email api

What is Required for Email API Security?

Email encryption is essential to help organizations meet compliance requirements and protect data. However, secure email APIs also include additional features to help protect employee accounts and client data. Some key email API security features include:

Authentication

Controlling access to the API is essential to ensure unauthorized users cannot send emails. Email APIs use access tokens to grant specific users access to resources and data and ensure that only authorized users can send emails.

You can also enable DMARC, SPF, and DKIM with email API sending to prevent spoofing and build trust with your users. These protocols help prevent impersonation and improve email deliverability.

Access Controls

Access to the API should be logged and reviewable to make it easy to detect suspicious activity. To meet compliance regulations, you must keep audit logs that track who accessed sensitive data and when.

Benefits of Secure Email APIs

Imagine if it was an employee’s responsibility to create and send every unique appointment reminder email for a practice. It would be completely overwhelming. Besides saving time, some of the main benefits of email APIs include:

      • Easy to use and implement
      • Cost savings
      • Email deliverability improvements
      • Email list management
      • Reporting and analytics functionality
      • Personalization and customization
      • Enterprise-grade security

Secure Email APIs Use Cases for Healthcare

Healthcare organizations are under increasing pressure to improve the patient experience. Online shoppers expect to see those order confirmation emails within a few minutes of finalizing their orders. Healthcare consumers using online communication tools expect the same experience from their providers. By expediting and personalizing patient communications, email APIs can help increase patient satisfaction.

Some examples of the types of emails that healthcare providers can send using an email API include:

  • Welcome emails
  • Appointment reminders
  • Patient satisfaction surveys
  • Flu shot and vaccine reminders
  • Password resets and other transactional emails

It works like this: the developer creates the email templates in advance and the criteria for email sending. The email is automatically sent when the conditions are met. For example, a developer may trigger a welcome email to send when:

1) a new patient is added to the database, and

2) their first appointment date is set.

Email APIs can also pull information from the patient record to personalize the email. The welcome email may include the patient’s name and the date of their first appointment.

Other than updating the patient record, office administrators do not need to take additional actions to send the email. The email API automatically sends customized emails when appropriate, saving time and stress for administrative employees.

Conclusion

Email APIs are an essential part of digital health transformation and interoperability. Healthcare organizations should explore how APIs can improve their workflows and improve efficiency. LuxSci provides HIPAA-compliant and secure email APIs with Secure High Volume Email Sending. Contact us today to learn more.

Tags: api, email api, email automation, email workflows, hipaa compliant api, operational efficiency, secure api, secure email api, Transactional email
Posted in HIPAA Email Compliance, HIPAA Marketing
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Is Medical Billing Information Protected Under HIPAA?

Tuesday, August 9th, 2022

Electronic medical billing requires access to protected health information to accurately bill and receive payment for medical treatments. While not covered entities, medical billing companies are often contracted as business associates and fall under HIPAA regulations.

Title II of HIPAA applies directly to medical billing companies. It dictates the proper uses and disclosures of protected health information (PHI) and simplifies claims and billing processing.

electronic medical billing

What is Protected Health Information (PHI)?

Protected health information is “individually identifiable” health information. It specifically refers to three classes of data:

  1. An individual’s past, present, or future physical or mental health or condition.
  2. The past, present, or future provisioning of health care to an individual.
  3. The past, present, or future payment-related information for the provisioning of health care to an individual.

As listed in item three, payment-related information tied to healthcare provisioning is protected data under HIPAA. This can include information about insurance carriers and payments, billing statements, receipts, credit card numbers, bank accounts, and other financial information.

To be classified as PHI, payment-related information must be tied to an individual identifier. For example, a medical bill with a patient’s address can be tied back to a specific individual. These identifiers can sometimes be quite indirect. There are 18 types of identifiers for an individual (listed below). Any of one of these, combined with information on healthcare payments, would constitute PHI:

  • Name
  • Address (all geographic subdivisions smaller than a state, including street address, city, county, zip code)
  • All elements (except years) of dates related to an individual (including birth date, admission date, discharge date, date of death, and exact age if over 89)
  • Telephone number
  • Fax number
  • Email address
  • Social Security number
  • Medical record number
  • Health plan beneficiary number
  • Account number
  • Certificate/license number
  • Any vehicle or other device serial number
  • Device identifiers or serial numbers
  • Web URL
  • Internet Protocol (IP) address numbers
  • Finger or voiceprints
  • Photographic images
  • Any other characteristic that could uniquely identify the individual

The Risks to Medical Billing Companies

It should be evident that medical billing companies work with a lot of PHI. As such, they must take steps to protect that information under HIPAA regulations.

Third-Party Risk

Many healthcare systems contract medical billing companies to process claims and bill patients and insurance companies. These companies can present significant risks to protected health information if not adequately vetted. All third-party companies that handle PHI on behalf of a covered entity must sign a business associate agreement. This document discusses how sensitive medical billing information will be stored, secured, and transmitted. It is also essential to ensure that the billing companies understand their obligations under the privacy and security rules and have implemented the proper physical, technical, administrative, and organizational standards. This can be verified via security audits and assessments.

Third parties like medical billing companies are often targets for cyberattacks. From 2020 to 2021, cyberattacks on business associates increased by 18%. The rich trove of financial and health data they have is often more comprehensive and less secure than a hospital’s electronic health records system. Unlike covered entities who frequently work under HIPAA regulations, third parties may not wholly understand it. As a result, they may fail to take the technical steps needed to secure sensitive data.

How to protect electronic medical billing information

Like many healthcare organizations, financial institutions are also undergoing digital transformation and are moving to digitize healthcare payment processes. Digitization is an effective way to reduce payment times and improve patient satisfaction. However, it also introduces risk. Digital systems that contain healthcare billing information must implement the proper safeguards, including:

  • Organizational requirements that describe how policies and procedures will be implemented and obligations concerning business associate contracts.
  • Administrative requirements related to how employees access PHI.
  • Physical safeguards that encompass the security of computer systems, servers, and networks, access to the facility and workstations, data backups and storage, and the destruction of obsolete data.
  • Technical safeguards that ensure the security of data transmitted over an open electronic network and the storage of that data.

Protecting Electronic Medical Billing Information In Databases

Digital billing information that is stored in electronic databases or online web portals must be secured in the following ways:

  • Using a secure and HIPAA-compliant web and database host.
  • Limiting access to only authorized users.
  • Requiring unique logins and complex passwords with multifactor authentication to access ePHI.
  • Encrypting the contents of the database so they cannot be accessed if there is a breach.
  • Making regular backups of the database and storing them independently of the main system.

Sending Healthcare Billing Notifications Digitally

Many people now prefer to receive electronic medical billing notifications via email. A survey of 3,000 US consumers found that 85% are already using e-billing, and 47.6% find it is faster to pay bills electronically. However, using email, text messaging, or other digital communication forms introduces new risks and requires remediation to protect ePHI in transmission. These safeguards include:

  • Encrypting messages in transit
  • Authenticating user identities and sending domains
  • Requiring unique user logins and complex passwords
  • Protecting against threats with anti-virus software, email filtering, and other malicious scanning tools.
  • Creating audit logs and reviewing them for suspicious activities.

Services like LuxSci’s Secure High Volume Email can integrate with existing systems to send automated encrypted billing notifications via API or SMTP.

Tags: email automation, email marketing, ePHI, high volume email, hipaa, hipaa compliance, hipaa-compliant email, medical billing, phi, Transactional email
Posted in HIPAA Email Compliance, HIPAA Marketing
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Increasing Operational Efficiency with Email Automation

Tuesday, April 12th, 2022

If you work in a busy healthcare practice, administrative tasks can create additional costs and barriers to care. Common communications like appointment reminders, billing statements, and other external messages take a lot of time to create and send. By automating these emails, it’s possible to increase operational efficiency and improve patient outcomes.

email automation

What is Email Automation?

Email automation allows organizations to automatically send emails based on pre-determined triggers or behaviors. Receipts, shipping notifications, password resets are all common types of automated transactional emails. The main message content is created in advance. Then, variables are used to insert custom information into the template automatically. Most importantly, the email is sent when a certain action is taken. Many people are familiar with automated emails in the form of receipts. For example, you make an online purchase and a receipt is automatically emailed to you with the exact details of your purchase. Next, we explore some examples for how email automation can increase operational efficiency in the healthcare system.

How Email Automation Works

There are many ways to utilize email automation to streamline patient communications. One example is appointment reminders. This is a good message to automate because:

  1. The message is generally the same for every recipient
  2. Variables can be used to customize the content: the patient’s name and the date/time of their appointment.
  3. There is a clear event to trigger the email (the date of the upcoming appointment).

Let’s look at an example of an appointment reminder email:

An administrator creates a template with the message content and layout. It may read something like: “Hi [patient name], This notice is to remind you of your upcoming appointment with Dr. Smith on [X date] at [X time]. Please call our office at 555-555-5555 if you need to reschedule.”

Next, connect the email program to a patient database, like an EHR or CRM. If properly integrated, it is possible to pull in the correct information to replace the variables (in brackets above) for the email recipient. For example, the if the email was sent to a patient named Jane Doe, the email program would pull in the correct details from her record to read: “Hi Jane Doe, This notice is to remind you of your upcoming appointment with Dr. Smith on May 2, 2022 at 1pm. Please call our office at 555-555-5555 if you need to reschedule.”

Finally, set up a trigger point to instruct the email program under what conditions to send the email. For an appointment reminder, the administrator may choose to send the email one week before the appointment, so the recipient has ample time to respond.

Once the template, variables, and trigger are set up, ongoing attention from office staff is not required. Each day appointment reminder emails will be sent out when the conditions of the trigger are met.

The Benefits of Email Automation

By automating common administrative email communications, it frees up staff time to focus on patients. Many healthcare providers still have staff members call patients to remind them of upcoming appointments. By automating this task, it streamlines operations and frees up staff time to focus on other tasks more directly tied to improving patient health outcomes. Using email (and/or text message) reminders can also help decrease no-show rates and reduce the costs of rescheduling.

Email automation is just one tool that can help streamline administrative workflows, provide cost savings, and improve the health outcomes of patients.

Don’t Forget HIPAA

Automated emails like appointment reminders, billing messages, and test results all contain ePHI and must be protected under HIPAA guidelines. Review our HIPAA guidelines for email and take steps to secure systems before starting to automate and send transactional emails containing ePHI.

Get Started with Email Automation

To get started, there are a few internal questions that need to be answered.

First, identify the data source- do you have a database or EHR that contains the information needed to trigger and personalize email messages? Next, how will these emails be sent? Do you have an email marketing platform with automation capabilities? Finally, how will these messages be secured?

Once these questions are answered, LuxSci’s Secure High Volume Email service can help securely scale your operations. Contact us if you are interested in learning more about automating email workflows for your healthcare practice.

Tags: appointment reminders, email automation, marketing email, operational efficiency, secure email, Transactional email
Posted in HIPAA Email Compliance, HIPAA Marketing
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