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Posts Tagged ‘email marketing’

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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What is HIPAA-Compliant Email Marketing?

Tuesday, April 13th, 2021

Why does your organization need HIPAA-compliant email marketing? It’s simple. Email marketing is a tried and true marketing strategy that can deliver a major return on investment. Healthcare organizations can also benefit from email marketing, but they need to take steps to make sure their messages comply with HIPAA. 

HIPAA email marketing

When Should You Send HIPAA-Compliant Email Marketing?

A HIPAA-compliant email marketing platform is essential to use whenever your organization could be sending electronic protected health information (ePHI). This includes information that is both individually identifiable and relates to someone’s healthcare.

Individually identifiable information includes identifiers like a patient’s name, address, birth date, email address, social security number and much more. Not only does the definition of ePHI cover people’s past, present and future health conditions, but it also includes treatment provisions and billing details.

While anonymous health details or individual identifiers sent by themselves are not covered by the law, when the two are brought together you need to be careful and abide by HIPAA regulations. You will need a HIPAA-compliant email marketing service whenever you send ePHI, and if you think an email may not contain ePHI, it is still best to be cautious.

Examples of HIPAA-Compliant Email Marketing

A good example of an email blast that needs to comply with HIPAA is a newsletter sent to all of a clinic’s cancer patients. At first glance, you might think the email doesn’t not contain any specific PHI. However, upon closer look, it could end up violating HIPAA regulations.

Every email in this campaign contains a personal identifier- the patient’s email address. In this example, only cancer patients received the newsletter, which is also personal medical information. A hacker could infer that anyone who received this email has cancer, which is ePHI and protected under HIPAA. If you use a medical condition to segment email recipients, the email campaign must comply with HIPAA.

It can be difficult to determine if an email contains ePHI. If you sent the exact same newsletter to a list of all current and former patients of the medical clinic, it may or may not contain ePHI. There are a lot of gray areas and it can be difficult to determine if an email contains PHI. We recommend using HIPAA-compliant email marketing for any promotional materials to reduce the risk of violations. 

After reading this, you may be thinking that you should never use patient information to segment email lists. However, if you use a HIPAA-compliant email marketing solution, you can leverage ePHI to send much more effective messages. In the above example, cancer patients actively receiving treatment at your clinic are much more likely to be interested in your business updates. Targeted emails receive much higher open and click rates than those sent to a general list. Sending the right information to your patients at the right time is a very effective patient engagement strategy. 

HIPAA-Compliant Email Marketing Solutions

Finding the right HIPAA-compliant email marketing platform can be challenging. Most of the common vendors aren’t HIPAA-compliant at all. Others claim compliance and will sign BAAs to protect your information at rest, but still require you to not send anything sensitive via email.  Finding a provider that can suit your business needs and can also protect the actual email messages is difficult.

Thankfully, LuxSci’s Secure Marketing email platform has been designed to cater to both needs. Our platform was built with both security and compliance at the forefront. With Secure Marketing, send fully HIPAA-compliant email marketing messages to the right patients at the right time and receive a better return on your marketing investment.

How do you drive meaningful patient engagement?

Tuesday, February 2nd, 2021

Not only is patient engagement critical to the well-being of your patients, but it’s also a key driver in the long term success of your organization. If you have been neglecting this important component of healthcare and business, it’s time to reexamine your approach.

But before you jump in too deeply, you also need to consider the risks involved in certain patient engagement strategies, as well as how you can mitigate them. Through careful planning and the right tools, you can drive patient engagement without endangering patient data or putting your organization at risk. Ultimately, this allows you to safely boost patient outcomes while pushing your business forward.

Meaningful Patient Engagement

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Should You Integrate Your Email Marketing Software with Your EHR System?

Monday, September 14th, 2020

Email marketing is a powerful tool for growing your business. Although those in the healthcare industry face restrictions on how they can use it, they can still mount successful campaigns with HIPAA-compliant email marketing software.

They can also take things one step further, maximizing their efficiency and effectiveness by integrating their email marketing software with their EMR or EHR systems.

What Are EMRs?

Electronic medical records (EMRs) are basically what their name suggests. Just like email (electronic mail) is essentially a digitized version of mail, EMRs are like your old paper medical records, but updated for the digital world.

EMRs are sometimes also referred to as electronic health records (EHRs). Although these terms are often used interchangeably, there are slight distinctions between them.

EMRs are basically just electronic versions of patient charts. They record a patient’s medical history and treatments at one hospital or practice. EMRs tend to stay at the practice, even if a patient switches to a new location.

On the other hand, EHRs contain a more holistic record of a patient’s medical history and treatment. They are records that offer long-term insight into a patient’s health, following them even as they seek healthcare from different providers. EHRs are designed for sharing, and can help to facilitate care even when patients visit new clinics or hospitals.

Both EMRs and EHRs come with many of the same benefits and downsides as other forms of digitized information. The data is easier to find, access and share, which can help to speed up medical treatment, and even be the difference between life and death in some situations. However, if the right data protection mechanisms aren’t in place, EHRs and EMRs are susceptible to data breaches and violations of privacy.

An EMR or EHR system is simply the system used to manage or process these respective types of records.

The Benefits of Integrating Your EMR or EHR System with Your Email Marketing

One of the main advantages of integrating the two is automation. If a patient is checked in to your EMR or EHR system during an appointment, you can automatically trigger follow-up emails. Perhaps the message could prompt them to review your practice, or send out an information package based on relevant health practices.

If you integrate your EMR or EHR system with your email marketing, you can set up automatic emails for a wide range of different actions. Whenever there is relevant activity or an update on a patient’s chart, you can send off emails without having to lift a finger.

Ultimately, combining the two serves to make it easy to promote your organization and keep your brand at the forefront of the minds of your patients. By having the marketing emails triggered by specific events, rather than just at random times, it makes it more likely for the email to be relevant to the patient’s needs. This is critical for your overall email marketing and patient education strategy, because sending useful information will make it far less likely for recipients to click the unsubscribe button.

The Risks of Integrating Your EMR or EHR System with Your Email Marketing

Unless you take the right precautions, any actions involving your EMR or EHR systems can bring risks to your organization. The HIPAA laws that govern medical records are especially stringent, and it’s easy to accidentally violate them and end up facing serious repercussions.

Despite these challenges, services like LuxSci’s HIPAA-compliant Secure Marketing are specifically designed to help navigate the complex intersections of the regulations and email marketing.

Our solution makes it as simple as possible to launch successful marketing campaigns that contain ePHI. It contains analytics tools, email templates and many of the other features you need for email marketing, all without having to constantly worry about regulatory violations.

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