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Posts Tagged ‘email marketing’

5 Questions to Find the Right HIPAA-Compliant Email Marketing Platform

Tuesday, June 15th, 2021

If you are subject to HIPAA regulations- think twice before sending off that marketing email blast to your customers. If your emails contain ePHI, stop and make sure you are using a HIPAA-compliant email marketing platform before sending.

Not all email marketing platforms were designed with HIPAA compliance in mind. In fact, it can be difficult to figure out which vendors will allow you to send HIPAA-compliant emails on their platforms. We created this list of five questions to help you screen potential vendors for compliance.

hipaa compliant email marketing

1.    Is your email marketing platform HIPAA-compliant and HITRUST certified?

It’s a simple question, but if the vendor does not mention anything about HIPAA or HITRUST certification on their website, it’s a good indicator that they are not secure enough to be compliant. As you probably know, HIPAA regulations can be onerous, and many companies do not have the time, expertise, or desire to update their technology. On the other hand, if they have taken the time and spent the money to invest in the serious security steps needed for HIPAA compliance, you should be able to find something about it in their marketing.

2.    Will the vendor sign a Business Associate Agreement?

If you are sharing ePHI with a vendor (including lists of patient names and email addresses), you must have a BAA in place that outlines their responsibilities to protect your ePHI. If a vendor will not sign a BAA with you, it is an obvious sign that you cannot use their platform for HIPAA-compliant email marketing.

However, even if a vendor will sign a BAA, it does not mean that you can use their platform and comply with HIPAA. Read the fine print! Some companies have very restrictive BAAs that severely limit the functionality of the platform and prevent you from sending emails. We call these vendors “quasi” compliant. The only comply with HIPAA, if you abide by strict rules that prevent you from actually using their solution.

For an example, take Constant Contact. They will sign a BAA. However, they explicit state in their BAA that you:

“Should not use our systems for transmitting highly sensitive PHI (for example: mental health, substance abuse, or HIV information). Our application was not built for electronic medical records (EMR). If you have such information to send, please do not use Constant Contact.”

Constant Contact does not encrypt outbound emails, making it a poor choice for a HIPAA-compliant email marketing vendor. Depending on your email use cases, you could be unable to send any emails on their platform. Even worse, if you mistakenly send emails that contain ePHI you will be held liable for violating HIPAA, not Constant Contact, because you violated the terms of the BAA.

3.    Does the email marketing platform protect data at rest and in transit?

Encryption is an addressable standard as part of the HIPAA Security Rule. Encryption is highly recommended to protect ePHI in all digital communications.  Many email marketing platforms have adopted encryption methods that are secure enough to protect ePHI while it remains in their systems. However, that’s not enough to comply with HIPAA. You should specifically ask about their ability to encrypt outbound emails. Data in transit is extremely vulnerable to malicious actors, and therefore you need to encryption to protect emails containing ePHI. If a vendor does not provide encryption for outbound marketing emails then you should not consider using them.

4.    How does the email marketing platform encrypt emails?

If a vendor says that they do encrypt outgoing messages, it’s important to consider these additional questions.

  • How are they encrypting those emails?
  • Do the encryption methods match your email use cases?

As a marketer, you want your emails to directly reach the recipient with as little friction as possible. If the recipient has to login to another platform to read the email, it’s unlikely to be read. A good HIPAA-compliant email marketing platform will use TLS encryption to send marketing messages directly to inboxes that support it. Emails sent with TLS encryption appear just like any other message directly in the recipient’s inbox.

However, there may be scenarios when you need to use more secure encryption methods. We recommend finding an email marketing vendor that is flexible and will let you select the right method of encryption for any type of message. For example, you may want to use a portal-based encryption method to send highly sensitive messages. Either way, make sure your vendor can support your needs with the right type of email encryption.

5.    Does the platform allow you to send ePHI in the body of your emails?

Finally, the most important question to ask is: can I include highly sensitive patient information in an email? If you cannot, you can’t use the full power of the email marketing platform to create targeted, personalized and relevant messages. At best, you can only send generic office newsletters. If you want to create the types of marketing emails that will drive ROI and improve patient engagement, utilize your patient data for personalization and segmentation.

HIPAA-Compliant Email Marketing Platforms

LuxSci’s Secure Marketing platform was built from the ground up with HIPAA compliance in mind. If you would like to learn more about how to create compliant email marketing campaigns utilizing ePHI, please let us know.

 

 

How to Use ePHI to Segment and Personalize Email Marketing Campaigns

Tuesday, June 1st, 2021

Segmentation and personalization are powerful marketing tactics that are widely used across all industries. It is well-documented that marketers who send emails that are segmented and personalized experience much higher open and click rates. However, when healthcare marketers want to use these tactics, they must be aware of HIPAA! Any message that contains ePHI must be protected. In the past, these regulations made it difficult to send bulk marketing messages beyond generic office newsletters. However, using ePHI to segment and personalize marketing campaigns is possible!

To leverage patient data and create highly engaging and effective email campaigns that do not compromise security, marketers must use a HIPAA-compliant email marketing solution. We will walk you through how to use ePHI to segment and personalize healthcare marketing emails and improve your patient engagement.

how to use ephi to segment and personalize emails

How to Use ePHI to Segment Email Lists

Every campaign starts with identifying the target audience. When you use segmentation, you simply break down your email list into smaller subsets based on shared characteristics. The benefit of segmenting a list based on shared data is that you can adjust your messaging to speak more directly to that group of customers. When you are using a HIPAA-compliant marketing solution, you can segment your list using any data that you have from your patients (make sure you obtain appropriate permissions and opt-ins first!), including ePHI.

Ways to Segment lists using ePHI

Some examples of ways you can break down your lists using ePHI include:

  • Demographic characteristics
    • Gender
    • Age
  • Geographic location
  • Primary care provider
  • Date of last visit
  • Reason for last visit
  • Sensitive medical information
    • Medical conditions
    • Treatment history

The possibilities are only limited by the data that you collect.

How to Use ePHI to Personalize Emails

Once you have identified who the email is going to, the next step for sending an engaging email is to personalize the content for that audience. Much like segmentation, the possibilities for personalizing emails are only limited by the data that you collect. Anything that you can do to make the email feel like it’s a 1:1 communication instead of a generic blast email will increase the likelihood that it will be opened and engaged with by your target.

How to Personalize Emails with ePHI

The most common way to personalize an email is by using the person’s name in the subject line or email greeting. However, personalization can go much deeper when you also segment the list with ePHI. When you narrow down your list, it is much easier to create campaigns that appeal to the audience with relevant content and targeted promotions. A good example would be offering free breast cancer screenings for women during October. Men would be unlikely to engage with that email, because the subject matter is not relevant to them. By sending the email to only women of a certain age bracket, you are likely to increase the response rate and not irritate others on your list by sending them unnecessary information.

Other ways you can personalize emails with ePHI include:

    • Using a unique “From” name (e.g. saying the email is from Dr. Jones, who is the patient’s PCP, instead using the name of the medical practice or billing department).
    • Providing program recommendations based on past behavior (recommending a support group for a specific condition).
    • Automating workflows based on behavior triggers (appointment reminders, pre- and post-op instructions, prescription refills, etc.).
    • Customizing the content based on data.

Segmentation and Personalization Example

Say we are auditing some patient data and realize that in our patient population, men at risk for diabetes are much less likely to schedule up a follow up appointment. As a result, this group is becoming much sicker than they otherwise would with early intervention. How can we reach this population? By using ePHI to segment and personalize an email campaign just for them.

First, we create a segment based on the pattern we observed: men who are over 40 with elevated A1C levels at their last test.

Then, the marketing team can create personalized content like blogs, white papers, or guides designed specifically to influence the segment’s behavior. One email in the campaign might look something like this:

“Dear [first name],

During your last visit on [last appointment date], your A1C levels were elevated, which indicates that you are at a higher risk of developing diabetes. Download our guide with nutritional advice and example meal plans designed to help control your blood sugar.”

Perhaps the nutritional guide mentioned in this email example has a call to action that invites readers to schedule a free consultation with a dietician to learn more about dietary changes they can make to prevent diabetes.

Likewise, by segmenting the audience, you can create personalized offers that are more likely to drive the behavior you want. In this example, maybe you offer discounted rounds of golf to anyone who joins a men’s diabetes support group.

Use Personalization Tags for Scalability

Best of all, with email marketing, you can create these emails at scale. You do not need to write individual emails to each of the patients that falls into this segment. You can use personalization tags to automatically pull in the information you have uploaded to the platform. As you see in the example above, where it says “[first name]” and “[last appointment date]” the platform will pull in the corresponding information tied to each unique email address, saving you time and improving your email performance. This is an advanced technique, but most email marketing platforms include this capability. Once again, make sure you are using a HIPAA-compliant platform before uploading any medical information.

Now you know how to use ePHI to Segment & Personalize emails- what’s next?

It’s important to find a vendor that will allow you to use these techniques without violating HIPAA. Many of the most common vendors like Constact Contact and Mailchimp are only quasi-compliant at best. Do your research, sign a BAA, and ask the right questions to ensure you can send ePHI in any email you send.

 

8 Factors That Influence IP Reputation and Email Deliverability

Tuesday, May 25th, 2021

Getting your email marketing messages into your recipient’s inboxes is key to a successful mailing campaign. This is “deliverability.” One of the central factors governing the deliverability of your messages is the reputation of the Internet Protocol (IP) Address of your sending email server — its “IP reputation.”

This article explains some of the most common factors that affect your server’s IP reputation and email deliverability. Having a good IP reputation will help ensure your marketing messages are reaching your recipients.

Before diving in, check to see if you are on any common blacklists using mx toolbox.

ip reputation and email deliverability

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Why You Should Separate Your Business and Your Marketing Email Sending

Tuesday, May 4th, 2021

A typical organization sends at least two distinct classes of email messages: business emails and marketing emails.

Business email consists of all of the individual, personal messages sent by sales, support, billing and other departments to specific people. These messages are generally more time sensitive and it is very important that the recipients actually receive them. These messages should not be delayed by any kind of spam filtering software, if possible.

Marketing emails are messages sent in bulk to many people at once. Examples of marketing messages include company newsletters, notifications of blog updates, promotions and ads, status notices, etc.

Separating your business and marketing emails can help ensure they are reliably delivered. Using different email servers and maybe even a unique domain name can improve your email deliverability. Here we will look at why.

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17 Questions To Ask Before Sending A HIPAA-Compliant Marketing Email

Tuesday, April 20th, 2021

You’ve just been told that your email marketing program is putting your company at risk of violating HIPAA. What now? If you want to continuing using email to communicate with patients, you must implement HIPAA-compliant email marketing.

Start by breaking down that goal into two components: becoming HIPAA-compliant and achieving your marketing objectives. Setting up HIPAA-compliant systems and procedures will ensure your patient data is protected. However, you don’t have to let your marketing objectives suffer for the sake of security. Implementing a HIPAA-compliant marketing program can actually help you achieve better marketing results.

Ask yourself these 17 questions to ensure your email marketing plan aligns with your business goals and HIPAA.

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