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Digital Strategies to Address Health Equity

Wednesday, July 5th, 2023

According to a HIMSS Market Insights study, nine out of ten healthcare executives see health equity as a top business priority. Improving health equity can drive value for other business metrics, including patient satisfaction, provider retention, health outcomes, and cost reduction. Email is an excellent way to address health equity issues, thanks to its widespread adoption across different ethnic and demographic groups.

 

doctor sending an email to patient

What is Health Equity?

According to the CDC, health equity is “achieved when every person has the opportunity to attain his or her full health potential and no one is disadvantaged from achieving this potential because of social position or other socially determined circumstances.”

 

Under President Biden, the Department of Health and Human Services has prioritized health equity in response to the COVID-19 pandemic. COVID-19 highlighted the healthcare system’s racial, economic, and social disparities. For example, COVID-19 killed Black, Latino, and Indigenous people at double the rate of White people. Native Hawaiians and Pacific Islanders remain three times more likely to contract the illness than White people. Addressing the social, cultural, racial, and economic factors contributing to this disparity is essential to improving individual and population health.

Improve Health Equity with Email Communications

Email is an excellent tool for patient engagement because of its widespread adoption across different demographic groups. As you can see in the data below, email has an overall adoption rate of 92%, and across all age and ethnic groups surveyed, adoption rates are above 80%.

email usage charts by age and ethnicity

Unlike phone numbers and addresses, email addresses seldom change because of economic instability. Email addresses are free to create and are typically accessed at least once a day. Broadband access continues to expand, though it still presents a barrier to email communication. However, even when broadband is unavailable, slower connections still permit text-based emails to be sent and received. Email is reliable, easy to use, and widely accessible to most individuals, making it an excellent channel for patient engagement.

The Technical Advantages of Email

Email also offers several advantages on the technical side to address digital health equity. Email’s main benefit is its ability to be personalized at scale. When using a secure email provider like LuxSci, you can create groups or segments of patients and send them relevant information about their health conditions or risk factors. These workflows can be automatically triggered when certain criteria are met to streamline operations and improve efficiency.

Thanks to the nearly universal use of EHR systems, healthcare marketers can access a wide variety of first-party patient data. Health records not only contain information about health conditions, but also information about patient demographics and preferences.

Intelligent marketers can use this data to close care gaps and improve health equity. Let’s take a look at an example.

An Example of Personalization and Segmentation to Address Health Equity

There are so many options when it comes to segmenting your patient population. To address health equity, you can use information like the patient’s native language and communication preferences to create personalized messaging. By doing so, you can increase response rates and close care gaps.

 

For example, say you have a significant portion of your patient population that speaks Spanish, and they are more likely to miss an appointment or not schedule a follow-up. How can you drive appointment attendance and reduce churn? The first step is to create an audience segment composed of patients who speak Spanish as their first language. Next, create email messages that are designed for the audience. This means writing the subject line and email contents in Spanish and using imagery they can identify with. But you can do more than that. Point people in this audience to schedule appointments with doctors who are fluent in Spanish. If there are other reasons this audience struggles to attend appointments, extend opportunities to help them with transportation, child/elder care, or access healthcare outside of regular working hours. Once you understand the barriers to attending appointments, you can extend personalized offers that help increase attendance and improve health outcomes. 

 

Most importantly, email allows you to test messaging and see what’s working. Review your campaign statistics and adjust your messaging to reach the most people and improve health equity among your patient population.

Conclusion

As we have seen, email is a highly effective way to engage marginalized patient populations. However, don’t forget about HIPAA compliance! Communications personalized and segmented using ePHI need to be secured.

 

LuxSci offers secure email services designed to meet HIPAA requirements. If you want to learn more about addressing health equity with secure communications, please contact us today.

Tags: covid19, diversity, email engagement, email use, ePHI, health equity, inclusion, patient engagement, personalization, phi, segmentation
Posted in Email Marketing
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The Future of Protected Health Information

Wednesday, May 10th, 2023

HIPAA was introduced in 1996 to protect patient privacy and enable individuals to control their health records. However, over the last 30 years, the proliferation of technology has enabled patients to collect, transmit, and store personal health data in ways that were unimaginable to the original authors of the legislation. This article discusses how the definition of protected health information may expand in the future to account for new types of data, covered entities, and technologies.

the future of phi

Protected Health Information Today

Under the current iteration of HIPAA, protected health information, or PHI, is defined as “individually identifiable protected health information.” Protected health information refers specifically 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.

For protected health information to be “individually identifiable,” the data must be linked to a specific individual (even if this is very indirect). There are 18 types of identifiers for an individual. Any one of these identifiers, combined with health data, would constitute PHI.

protected health information

In addition, under today’s HIPAA rules, only covered entities and business associates must abide by the regulations. Covered entities fall into three categories:

  1. Healthcare providers include hospitals, doctors, clinics, pharmacies, nursing homes, psychologists, and other providers.
  2. Health plans – Health insurance companies, company health plans, HMOs, and Government-paid health care plans such as Medicare are all considered health plans.
  3. Healthcare clearinghouses – These entities either process or facilitate the processing of health information they receive from other entities.

Business associates include a wide range of companies, but most importantly, they are contracted by a covered entity to perform a business function involving PHI. Business associates can include web hosts, billing companies, marketing agencies, legal firms, accountants, and more.

The Future of Protected Health Information

As the world has rapidly changed, new technologies that challenge how we think about personal health data have evolved. IT security teams must consider future security challenges and regulatory changes to futureproof their organization and mitigate risks. Below we explore how technology and PHI have progressed in a way that is pressuring regulators and legislators to protect patient privacy.

Technological Advances

The smartphone was still a decade away from being invented when HIPAA was introduced. In today’s world, the success of the iPhone has trickled down to other internet-connected smart devices like watches, scales, and other wearable devices. Even medical devices, including heart rate monitors and remote patient monitoring devices, can be found in people’s homes today. When medical providers ask patients to use these devices to capture biometric data, HIPAA rules apply.

But what about when healthcare providers do not recommend these technologies? If a consumer wants to use an application to record their daily activity, record their weight, or monitor their heart rate without direction from a doctor, HIPAA does not apply. However, due to the sensitivity of the data and lack of consumer understanding, some are calling for additional privacy protections for device and application manufacturers. It is not hard to imagine that any application designed to collect, store, or transmit health data will become subject to stricter regulations regardless of whether they are involved in an individual’s healthcare.

New Types of Data

When HIPAA was envisioned, genetic science was progressing but still confined to the upper levels of academia and research. Improvements in genetic testing and increased knowledge of the human genome could completely alter what is defined as PHI and how individuals interact with their healthcare providers. In 2013, amendments to the Privacy Rule clarified that genetic information is PHI and needs to be secured. However, over the past decade, genetic testing capabilities have exploded. Anyone can order a genetic test from numerous consumer-facing companies. As a result, personalized medicine is thriving and is likely to grow over the next decade.

As doctors have more access than ever before to information about our genomics, it’s of the highest importance to ensure it is secured.

Change is On The Way: Are You Ready?

Covid-19 rapidly accelerated many of these technological changes, and recent events in the news have already sparked changes to HIPAA enforcement. For example, the use of online tracking pixels to collect and transmit PHI recently caused OCR to issue a statement on their proper use. In addition, last year’s Supreme Court decision in Dobbs vs. Jackson Women’s Health spurred many reproductive health-tracking apps to take additional steps to protect users’ data. The incident highlighted just how much personal health data is contained in unregulated applications.

Even without government intervention, organizations that process health data must secure it to build consumer trust and differentiate from the competition. With breaches and cyberattacks on the rise, only the best-prepared organizations will be able to grapple with future challenges and regulatory changes.

Tags: dna, ePHI, genomics, health applications, health apps, hipaa privacy rule, patient privacy, phi, smartphone
Posted in LuxSci Library: HIPAA, LuxSci Library: Security and Privacy
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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 technology preferences stats

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.

reasons to change providers

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.

personalization stats 

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.

data loss prevention gaps

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.

PHI data risk

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.

PHI in healthcare marketing stats

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.

email stats

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:

  1. Sign a Business Associate Agreement (BAA)
  2. Securely Store Data
  3. Securely Transmit Data

healthcare marketing comparison

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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