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The Benefits of Using PHI in Patient Communications

Wednesday, March 15th, 2023

Some healthcare organizations do not allow PHI to be sent outside the patient’s health record. However, by allowing your marketing and administrative teams to use PHI in patient communication, you can streamline operations, improve the patient experience, and increase revenue.

Although the healthcare industry is traditionally slow to adopt new technologies, the past few years have rapidly accelerated the shift to digital communications. The reasons for these shifts are varied and will be explored in detail below. No matter the reason, one thing is certain- organizations adapting to the modern digital age are thriving, while those resisting change are falling behind in meeting patient expectations.

Changing Technology Preferences

Rapid technological innovation has made it possible to communicate securely at scale. As broadband access has increased, people are incorporating it into their daily lives. In 2022, 92% of Americans reported using email, and 49% checked it every few hours. Many people now prefer to receive business communications via email because it is asynchronous and can be engaged with when it fits into their schedules.

Healthcare organizations that utilize email for external communication are experiencing better response rates and fewer patient no-shows. Email already fits into the daily lives of many patients and doesn’t require them to take extra steps to receive information about their healthcare journey.

The Rise of Healthcare Consumerism

Healthcare consumerism refers to patients’ personal choices and responsibility in paying for and managing their health. Patients are no longer stuck with one provider or practice. They have more choices than ever and will shop around for new providers if unsatisfied with their experience.

If healthcare providers are not delivering a digital experience that meets patient expectations, they could risk losing patients and revenue.

In addition, as younger generations are taking control of their healthcare, they are used to digital-first experiences that are personalized to their needs. If organizations are unwilling to invest into personalized digital patient experiences, they will not adequately serve the next generation of healthcare consumers.

Staffing Challenges

The healthcare industry is not immune to recent staffing challenges. Staffing shortages have left fewer employees available to do more tasks, including patient care. Introducing digital technology into your patient communication strategy can help automate and streamline common communication workflows like:

Appointment reminders
Pre- and post-procedure instructions
Health education messages
Vaccine reminders
Medication adherence reminders
Billing

Automating common workflows frees up time for staff to focus on urgent patient needs and improves the patient experience.

How to Safely Use PHI in Patient Communications

Patients are already communicating with their healthcare providers one-on-one via email. The question is, how can you protect this data while communicating at scale for marketing and educational purposes? There are tools (like LuxSci’s Secure Marketing and Secure High Volume Email solutions) that are designed to support the unique security needs of the healthcare industry while providing the personalized digital experience that patients desire.

Protecting PHI in Patient Communications

PHI needs to be protected in emails with advanced encryption technology. TLS encryption should be used as often as possible because it provides a user experience like regular email without requiring a portal login. For marketing and patient education emails, TLS is sufficient to protect data and allows patients to readily engage with the email content. By properly vetting and choosing the right vendors, marketing and administrative teams can communicate with patients via email without violating HIPAA.

Personalization at Scale

The power of PHI is undeniable. When healthcare marketers can harness healthcare data to create ultra-personalized campaigns, it increases their relevance and the likelihood that the content will be engaged with, delivering a better ROI. Our solutions integrate via API to securely personalize messages and trigger emails when specific conditions are met. This allows marketers to send relevant messages at the right time when it is relevant to the patient’s healthcare journey.

Modern technology is needed to serve today’s patients. Meeting patients where they are with the information they need on the channels they prefer is vital to improving healthcare outcomes for the most vulnerable populations. Using PHI in patient communications gives your organization a comparative advantage by providing a better patient experience.

Tags: automation, email encryption, patient communication, patient experience, personalization, phi, secure email, secure marketing, tls encryption
Posted in Email, Email Marketing
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Futureproof Your Data Loss Prevention Strategy with Always On Email Encryption

Wednesday, March 1st, 2023

The threats to sensitive data keep increasing, and organizations are struggling to stay secure. With the government considering new cybersecurity requirements for critical infrastructure, many organizations are reviewing their data loss prevention policies and are looking for ways to improve their security stance. This article reviews standard data loss prevention methods, their shortcomings, and how adding always-on email encryption to your toolbox can help futureproof your communications.

What is Email Data Loss Prevention?

Data loss prevention, also known as DLP, ensures that sensitive data is not lost, misused, or accessed by unauthorized users. DLP software allows users to classify business-critical data and take specific actions when those data are present in email messages. If sensitive data is identified, data loss prevention tools take some action to prevent users from accidentally or maliciously sharing data that could put the organization at risk.

How does DLP Technology work?

There are two main types of data loss prevention tools available:

Rules-based DLP
AI and Machine Learning based DLP

We will primarily discuss rules-based DLP in this article. But first, DLP tools that use AI or machine learning are trained on an extensive data set to identify when email messages sent by your employees contain sensitive information.

In rules-based DLP software, administrators create rules that trigger the data loss prevention technology to take a particular action. Some examples of rules include:

Encrypting emails that contain social security numbers.
Not sending emails that contain health data (as identified by the organization).
Flagging emails that include specific keywords like “contract,” “financial report,” or “confidential information.”

Once the rules are in place, the DLP software will scan every outgoing email message to search for data that meets the criteria. When the DLP detects sensitive data, it takes an action that the administrator also determines. Some common protective actions include:

Not sending the email at all.
Adding a warning label or sending a notice to the email sender.
Encrypting the email and sending it to a web portal.

Why is DLP technology insufficient for security and compliance?

While DLP technology may capture most sensitive data, it is not infallible. In industries like healthcare and finance, even one mistake could lead to a breach with severe financial penalties.

Looking at how most data loss prevention software works, it’s easy to see how it can fail. Rule-based DLP requires administrators to thoroughly document and catalog every possible variation of the keywords and number formats that could indicate the presence of sensitive data. Even one typo could throw off DLP software and cause data to be sent without protection. Sensitive healthcare and financial data do not always fall cleanly into pre-determined categories, and there are always exceptions to rules.

Conversely, false positives from extremely strict rule-making can result in delayed business communications and inefficiency. If DLP rules are too restrictive and too many messages are not sent or locked behind a portal, employees may use less secure channels to get around DLP technology.

How to Close Data Loss Prevention Gaps with Always-On Email Encryption

Highly regulated industries should consider sending all messages with a baseline of TLS encryption instead of relying on DLP technology to trigger it. TLS encryption is secure enough to meet most compliance requirements and has added usability benefits. TLS-encrypted messages appear just like regular, unencrypted emails in the recipient’s inbox, making them easy to read and respond to but without the risk of interception or eavesdropping. When all messages are automatically encrypted, you can worry less about DLP failure and data leakage.

DLP scanning can also trigger web portal pick-up encryption for more sensitive messages. Sending highly confidential information like financial statements, medical records, and board meeting minutes requires added security that can be triggered by DLP technology. Reducing the number of rules required makes data loss prevention tools easier for administrators to manage. Also, removing encryption choices from employees improves their productivity and reduces risk.

Message encryption may only be optional for a little while longer. In 2022, CISA issued Cross-Sector Cybersecurity Performance Goals, which recommended TLS encryption as part of prioritized cybersecurity practices that critical infrastructure owners and operators can implement to reduce the likelihood and impact of known risks and adversary techniques. Prepare for the future and protect your sensitive data by using LuxSci’s easy-to-use email encryption tools today.

Tags: content filters, data loss prevention, dlp, email encryption, email security, financial data, futureproof, keyword filtering, phi
Posted in Email, LuxSci Library: Security and Privacy
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The PHI Difference in Healthcare Marketing

Wednesday, February 22nd, 2023

Healthcare marketers are facing complex challenges with serious stakes. Unlike in other industries, healthcare marketers share messages that can impact people’s health and livelihood. Creating the most effective messaging needs to be a priority for healthcare marketing teams. Using first-party data is one way to make a major difference in your marketing efforts. Marketers can craft highly targeted campaigns using protected health information (PHI) to deliver better results for patients.

First-Party Data for Healthcare

In some ways, healthcare marketers are at an advantage because of the amount of first-party data they can access. First-party data is information a company collects directly from its customers. The company owns this data and can verify its authenticity. Marketers can use data like digital interactions, purchase history, and preferences to create experiences that cater to an individual’s interests. In the healthcare industry, first-party data goes way beyond digital interactions. Information about health statuses, diagnoses, and recent patient visits can all be incorporated into marketing campaigns to guide patients on their journey to better health.

Marketers in other industries know that first-party data achieves the highest return on investment of any data type. In 2020, Google partnered with Boston Consulting Group to study how brands succeed with first-party data strategies. The report found that businesses using first-party data for key marketing functions achieved up to a 2.9 times revenue uplift and a 1.5 times increase in cost savings. In addition, as data privacy restrictions grow and third-party cookies are phased out, marketers need more control over their data sources to ensure compliance.

Why Use PHI in Healthcare Marketing?

When healthcare organizations use PHI to segment their email lists and personalize campaign content, they experience better results. Using a HIPAA-compliant email marketing solution allows marketers to leverage the data and information they have about patients to increase engagement. When using PHI, there are so many ways to customize email content that can deliver impressive results.

It makes intuitive sense. What would you prefer- frequent emails about products and services you don’t want, or consistent emails that relate to your goals and interests? It’s an easy decision. No one likes to be annoyed by pointless emails. Using information about your patients’ health statuses and goals to craft personalized messages increases patient satisfaction and retention, while also improving engagement.

As discussed above, healthcare patient data is an excellent source of first-party data that is more comprehensive than the information gathered in other industries. However, healthcare marketers face another hurdle. In addition to getting patient consent to use this data for marketing purposes, organizations are also strictly governed by HIPAA compliance regulations that restrict the use of PHI.

The Challenge: HIPAA Compliance Requirements

So what can healthcare marketers do to surmount this obstacle? First, they must understand the regulations surrounding the transmission of protected health information (PHI). Responsible healthcare marketers must comply with HIPAA when utilizing patient data in their marketing efforts.

Most marketers rely on some sort of email marketing software, CRM, or CDP to manage their marketing campaigns. However, not all platforms are able to meet HIPAA’s stringent requirements. A simple approach to evaluating marketing software for HIPAA compliance focuses on three crucial aspects:

Sign a Business Associate Agreement (BAA)
Securely Store Data
Securely Transmit Data

First, any third party with access to PHI must sign a Business Associates Agreement to govern how the information will be secured and what happens in case of a breach. If they will not sign a BAA, the software should not be used to store or process PHI.

However, signing a BAA alone is not enough. Understanding the terms of service and what the provider allows is essential. If their terms of service forbid you from sending PHI, it could put your organization at risk. It’s also important to review how the data will be secured at rest and in transit. When storing patient health data in a marketing application, consider how it will be protected. Simply put, you must ensure that all PHI is encrypted and can only be accessed by people with the appropriate keys.

If protected health information is transmitted outside of the database or application via email, encryption must also be used to protect the data in transmission. At a minimum, TLS encryption (with the appropriate ciphers) is secure enough to meet HIPAA guidelines. However, many applications do not offer transmission encryption that is secure enough to comply with HIPAA. You should only send communications containing PHI if they are encrypted.

Conclusion

Using PHI data in your marketing efforts can yield improved results. However, this approach requires careful vetting and planning by your marketing and compliance teams to ensure data is secured under HIPAA regulations. To learn more about HIPAA-compliant marketing solutions, contact LuxSci today.

Tags: email marketing, email personalization, healthcare marketing, patient engagement, patient retention, personalization, phi, segmentation
Posted in Email Marketing
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Reduce Risk with Set It and Forget It Email Encryption

Tuesday, February 7th, 2023

Leveraging PHI in your communications provides relevant, meaningful information to patients while significantly increasing positive health outcomes. LuxSci’s secure and HIPAA-compliant always-on email encryption streamlines the communications process and reduces risk. Use PHI safely and securely with set it and forget it email encryption technology.

The Email Encryption Landscape

There are many ways to enable encryption for messages that contain protected health information. The most common include data loss prevention technology and manual opt-in encryption.

First, data loss prevention uses software to scan message contents to look for keywords, phrases, or patterns that indicate the presence of sensitive or confidential information. Administrators must create detailed rules that instruct the DLP technology on what information is privileged and should be encrypted. While this is effective for some common keywords and patterns like social security numbers, a lot of health data does not fall neatly into pre-defined rules. DLP can quickly be rendered inadequate by misspellings, typos, or other human errors that fail to trigger the technology.

The next way that email messages are commonly encrypted is through human decision-making. The user switches a toggle or types a word like “encrypt” into the subject line or message to notify the system that the message should be secured. This form of opt-in encryption is hazardous because it relies on staff members making the right decisions around confidentiality and security. Even the best employees will make mistakes. How many times have you forgotten to include an attachment with an email message?

A Better Way: Set It and Forget It Email Encryption

At LuxSci, we recommend a different approach. Encrypting every email message automatically drastically reduces the risk of user error and ensures 100% message encryption. In industries like healthcare and finance, even one mistake could lead to a breach with severe financial penalties.

By encrypting all messages with a baseline of TLS encryption, organizations can meet their compliance requirements and provide a better user experience for recipients because portal logins are not required.

Set It

Setting up LuxSci’s Secure Connector takes less than one hour. Administrators can set it up globally, with no local installation or download required by staff members to connect. Once DNS and encryption settings are configured, employees can send secure emails immediately.

Administrators can choose the encryption configuration option that best fits their business processes. TLS is suitable for most communications, but sensitive data like health records, financial reports, or other confidential information can be sent to a secure portal for increased security. Administrators can create and manage encryption settings on an individual or group level to provide maximum flexibility. LuxSci’s encryption technology is highly configurable to meet any business need.

Forget It

Administrators don’t have to rely on employee decision-making when all messages are automatically encrypted. Employees do not need to be trained on when to enable encryption. It just happens automatically in the background, which increases security and gives you peace of mind.

It’s also easier for administrators to manage. There is no need to create detailed lists of rules to trigger encryption technology. Once you’ve selected your encryption preferences, all emails are sent that way. Minimal ongoing training or support is needed, and administrators can be confident that their messages are protected. In addition, users can verify that secure message delivery occurred with comprehensive analytics reports.

The Results: Improved Patient Engagement

TLS encryption is a game-changer because it is secure enough to meet compliance requirements and is user-friendly. TLS-encrypted messages appear just like regular, unencrypted emails in the recipient’s inbox, making them easy to read and respond to but without the risk of interception or eavesdropping. This is crucial for users who are not tech-savvy and helps to increase engagement with the message contents. If a user needs to take an extra step to log into a portal or create an account, they are more likely to drop off and not read the message.

Reducing friction in patient communications helps improve conversions and nudges patients into taking actions that will improve their health outcomes. Access to health care needs to be equitable, and that means making clinical communications seamless for users of all technical abilities.

Tags: always on encryption, automatic encrypion, dlp, email encryption, human error, patient engagement, phi, risk analysis, secure connector, set it and forget it
Posted in Email, LuxSci Library: HIPAA
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Infographic: Most Email Software Cannot Use PHI

Thursday, January 12th, 2023

Email Communication is Necessary- But Introduces Risk

When it comes to receiving communications from businesses, 93% of people say that email is their preferred communication channel. In the healthcare industry, organizations must take extra care to comply with HIPAA. Only some email marketing platforms can adequately protect PHI. If not properly secured, email can introduce significant risks to sensitive data. 72% of organizations report experiencing an email cyberattack.

As the definition of PHI is ever-expanding to include information like biomarkers, organizations need to adopt a more secure posture for their personal, transactional, and marketing email. Cybercriminals seek out personal data because it is highly valued on the dark web. Data Loss Prevention (DLP) and policies preventing users from sending PHI insecurely are not enough.

Humans are prone to error and often make mistakes classifying PHI. Even DLP technology is not infallible- keywords can be misspelled, and PHI only sometimes fits cleanly into pre-determined filters. 40% of threats stem from internal actors. Many are not malicious, just mistakes! You must account for errors when humans are part of your security program.

So how can you prevent data leakage and ensure the security of sensitive data at rest and in transit? It’s simple when you choose the right solution. Resolve the tension between security risk and business engagement objectives by choosing a fully compliant email marketing solution.

infographic email phi (Click to Expand)

Two Requirements for Including PHI in Marketing Emails

Secure Application

HIPAA does not require at-rest encryption, though it is recommended to decrease risk and potential liability. When using email marketing platforms or customer relationship management systems that contain PHI, it’s essential to keep that information protected. You must ensure that all collected and stored protected health information is encrypted and can only be accessed and decrypted by people with the appropriate keys. This makes backups secure, protects data from being improperly accessed, and generally protects the data no matter what happens (unless the keys are stolen). Encryption is essential to protect private health data at rest in an application.

Transmission Encryption

If protected health information is transmitted outside of the database or application, encryption must also be used to protect the data in transmission. At a minimum, TLS encryption (with the appropriate ciphers) is secure enough to meet HIPAA guidelines. However, TLS alone may not be appropriate for your use cases. Non-compliant and quasi-compliant applications do not offer transmission encryption that is secure enough to comply with HIPAA. You should only send communications containing PHI if they are encrypted.

Types of Email Marketing Solutions

Non Compliant (1)

Many of the most popular email solutions on the market were not designed to protect the sensitive data of the healthcare industry. These vendors will not sign Business Associate Agreements and do not provide the storage or transmission encryption needed to meet HIPAA requirements. Healthcare organizations should only use these solutions if they do not send PHI- which may be impossible if you plan to email lists of patients with any information about their healthcare.

Quasi Compliant (2)

HIPAA does not require any specific technology to meet its requirements, which allows for flexibility, but also creates uncertainty. No central government organization certifies HIPAA compliance, and as a result, many organizations advertise themselves as “HIPAA-compliant” but don’t enable you to take full advantage of their functionality. We call this “Quasi compliance.”

Quasi-compliant solutions often provide a secure application and protect patient data at rest. However, they will not permit you to send emails or transmit PHI outside the database. This can seriously limit the usefulness of the solution. Take a real-life example: one healthcare organization purchased a CRM system and set it up, uploaded their contacts, and was ready to start using it, so they enabled the “HIPAA Compliance” toggle on the backend. They quickly found that much of the functionality was no longer available and wouldn’t allow them to email or log certain data types. The solution was almost useless for their patient engagement efforts.

Other applications will permit you to use the full functionality of the solution, but when you read the terms of the Business Associate Agreement, it is clear that you are not allowed to send PHI. If signed, your organization will be responsible for any breaches caused by sending PHI insecurely, not the vendor.

Full Compliance (4)

This is why it’s crucial to vet solutions carefully and not take shortcuts regarding HIPAA compliance. Any CRM, CDP, or email marketing solution must protect data at rest in a secure application and encrypt transmitted messages. Even more importantly, it shouldn’t take any extra training or require any extra steps to use in a compliant way.

At LuxSci, (3) we provide a secure application to manage your email campaigns that encrypts transmitted messages automatically. Our Secure Marketing solution is designed to meet the unique security needs of healthcare organizations. All email transmissions are encrypted automatically, and users can choose the right type of encryption (TLS, Portal Pickup) to meet their email use cases. Automatic encryption gives your security and compliance teams peace of mind that all messages are sent securely. Data is protected throughout the lifecycle and does not require employees to decide whether a message contains PHI. Healthcare marketers can fully use PHI to personalize and customize messaging to increase patient engagement and get better ROI on their marketing campaigns.

Tags: automatic encryption, data encryption, email encryption, email marketing, human error, infographic, phi, quasi compliance, secure application
Posted in Email Marketing, LuxSci Library: HIPAA
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