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Posts Tagged ‘hipaa marketing’

4 Email Personalization Strategies for Member Engagement

Friday, November 4th, 2022

For many benefits administrators, it’s open enrollment season! During this period, individuals can make changes to their insurance coverage. It’s vital to engage members to educate them about their plans and benefits to increase satisfaction, retain members, and acquire new enrollees. This article presents four email personalization strategies for member engagement.

member engagement strategies

Insurance Information is ePHI

Before we get to strategies for improving engagement, it’s worth reflecting on the regulatory hurdles. According to the Department of Health and Human Services, healthcare payers, insurers, and benefits administrators are covered entities. This means they must abide by HIPAA regulations when transmitting and storing protected health information (PHI).

Emails about an individual’s insurance coverage and eligibility, plan types and offerings, health status, and financial information are considered PHI and must be protected accordingly. We’ve written extensively about the HIPAA requirements for email elsewhere, but in brief, this means that emails containing PHI need to be encrypted and archived appropriately. Do not proceed with the following strategies until a HIPAA-compliant email solution is implemented correctly.


4 Email Personalization Strategies for Member Engagement

Segmentation and personalization are the keys to crafting messages that appeal to your audience. Particularly when it comes to healthcare coverage, there is no one-size fits all approach. Personalization techniques allow marketers to create highly relevant emails that the audience will find beneficial.

Age-Related Changes

In the US health insurance market, insurance coverage is often tied to age. As individuals reach new stages of life, there is an opportunity for them to change their insurance coverage. For example, insurers and benefits administrators can create targeted messaging to:

  • 26-year-old individuals about to enter the healthcare marketplace and
  • 65-year-old individuals who qualify for Medicare

It would not make sense to send these messages to a sizeable non-segmented email list because they would be irrelevant to the majority of recipients. By segmenting your email list by age and creating targeted messaging, you will receive a better response and return on investment from your email campaigns.

Plan and Benefit Educational Opportunities

There are many different types of health insurance coverage and benefit plans. Educating enrollees on their plan benefits makes them more likely to utilize their coverage and be satisfied with their plan. For example, if eligible members are not taking advantage of a dental benefit, it may be wise to create an email campaign that educates them on what they can access with their benefits.

Geography-Specific Messaging

There are often differences in enrollment periods, eligibility, and benefits in the US market on a state-by-state basis. Creating personalized messages based on the recipient’s residence makes the messages more relevant. For example, sending recipients the accurate enrollment date based on their residence is essential to getting people to sign up!

Health Status Messaging

You can also use information you know about your members to craft messages that can help improve their health. For example, it may be possible to know who is overdue for an annual appointment, and email messages can help them reschedule care. Similarly, several standard preventative screenings are tied to age and gender, like annual mammograms for women at 40 years old. By sending an email to all members who meet that criteria reminding them to get screened, it can improve population health and reduce costs.


Today’s consumers prefer email communications from businesses and brands. Personalizing your approach can improve your campaign performance and deliver significant results. If you want help improving your enrollment outreach with HIPAA-compliant email, contact LuxSci.

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.

quasi compliance

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.