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What are the Infrastructure Requirements For HIPAA Compliant Email?

HIPAA Compliant Marketing Automation Tools

Healthcare providers, payers, and suppliers increasingly rely on email communication for a wide variety of purposes pertaining to their patients’ and customer’s healthcare journeys. However, ensuring email messaging is both effective and HIPAA compliant requires the right infrastructure, including dedicated environments, high throughput and low latency, end-to-end encryption, scalability and compliance monitoring.

The Health Insurance Portability and Accountability Act’s (HIPAA) regulations mandate a series of data security and privacy requirements to safeguard the electronic protected health information (ePHI) contained in emails, which is a good place to start. At the same time, however, healthcare organizations must also consider deliverability best practices to ensure their messages successfully reach the intended recipients. 

With all this in mind, this post discusses the infrastructure requirements for HIPAA compliant email. We’ll explore the differences between transactional and marketing emails, as well as infrastructure and compliance considerations for each. 

What Are Transactional Emails?

Transactional emails are messages that correspond to a previous interaction between a healthcare organization and an individual. A patient or customer will trigger the delivery of a transactional email by taking a specific action – with the transaction email being confirmation of the action.  

Examples of transactional emails include:

  • Explanation of Benefits
  • Billing statements
  • Invoices
  • Appointment confirmations and reminders
  • Order updates and shipping notifications
  • Password resets and security notifications
  • Plan renewal confirmation 
  • Payment failure notifications
  • In-home care communications

Healthcare companies can also use transactional emails to communicate relevant instructions, next steps, or follow-up actions.

What Are Marketing Emails?

Marketing emails contain content designed to influence the recipient into taking a particular action, usch as ordering a new product or sign up for a new service. Subsequently, they often contain informational materials intended to educate the individual so they can make a more informed decision. 

Examples of marketing emails include:

  • New product or service launches
  • Promotional offers
  • Loyalty reward notifications 
  • Customer reviews and testimonials 
  • Educational materials or campaigns 
  • Preventative care outreach
  • Event Invitations
  • Re-engagement messages (e.g., “We Miss You!..”)

With the proper data safeguards and the effective use of ePHI, marketing emails can be personalized to be made more relevant to the recipient. This then allows patients or customers to be segmented into subgroups according to particular commonalities, e.g., age, gender, lifestyle factors, medical conditions, etc.

Opt-in Rules for HIPAA-Compliant Email Communication 

One significant difference between marketing and transactional emails is that recipients must explicitly opt-in to receive marketing emails. 

HIPAA requires explicit patient consent for marketing emails if they contain ePHI, requiring individuals to opt-in to receive email marketing communications from a healthcare organization. Neglecting to allow people to opt-in to your marketing communications leaves your company open to the consequences of HIPAA non-compliance, which include financial penalties and reputational damage. 

Conversely, healthcare organizations aren’t required to obtain opt-ins to send transactional emails, but these communications are still subject to other HIPAA regulations, such as encryption and audit logging. 

Additionally, marketing emails must comply with the CAN-SPAM Act: US legislation that governs commercial email communication and protects individuals from deceptive sales and marketing practices. The CAN-SPAM Act requires healthcare organizations to provide an opt-out mechanism in the event they no longer wish to receive marketing emails. Subsequently, you must always allow individuals to opt out of marketing emails to stay compliant.

Email Infrastructure Requirements For HIPPA-Compliance

As the vast majority of healthcare organizations need to send marketing and transactional emails, they must have the appropriate infrastructure to facilitate the optimal delivery of both types of emails. Consequently, for HIPAA compliant email, they need to establish the appropriate infrastructure configurations for each, according to their differing purposes, sending patterns, and compliance considerations. 

Let’s look at the infrastructure requirements for each email type in turn, before looking at considerations that pertain to both types of email.

Key Transactional Email Infrastructure Considerations

Transactional emails are sent to a sole patient or customer, with the information therein only intended for that specific individual. Additionally, they can be highly time-sensitive: for example, a password reset or similar emails related to logins and service use must be immediate, while order confirmations need to be delivered ASAP to reassure clients of a company’s reliability and trustworthiness. 

Accounting for this, the infrastructure requirements for transactional emails include: 

  • High Speed and Low Latency: servers that are optimized  for high IOPS (input/output operations per second) and minimal processing delays to ensure near-instant delivery
  • Dedicated IPs: this helps healthcare companies maintain a strong sender reputation to avoid blacklisting, being labelled as spam, etc. This is crucial for reliable, fast delivery. 
  • High Availability and Redundancy: this includes load balancers, failover servers, and geographically distributed data centers to ensure comprehensive disaster recovery and more robust business continuity protocols.  

Key Marketing Email Infrastructure Considerations

In contrast to transactional messages, marketing emails must often be sent out in high volumes, which could be as many as hundreds of thousands or millions per month. As a result, marketing email campaigns have different computational demands, i.e., CPU and storage, than transactional messages intended for a single person. 

Subsequently, the infrastructure requirements for marketing emails include: 

  • High Volume and Scalability: marketing messages require a larger throughput to facilitate the bulk delivery of email. Additionally, servers should scale easily to accommodate increasingly larger campaigns without suffering bottlenecks.
  • Queueing and Throttling: marketing email infrastructure must prevent sending surges that could trigger spam filters or overload recipient servers, which often results in blacklisting. 
  • Dedicated vs. Shared Infrastructure: it’s important to consider whether to opt for private versus shared infrastructure, depending on the size of your organization and the scale of your campaigns. Large senders often use dedicated IPs for better control, while smaller companies or campaigns might use shared pools with strict sender reputation management.

Key Infrastructure Considerations for Both Types of Email

Lastly, there are infrastructure requirements that apply to both types of email that will help facilitate their fast and reliable delivery, respectively. These include:     

  • Separate Infrastructure: consider hosting your transactional and marketing emails on separate servers. This benefits transactional emails in particular, as there are several factors inherent to marketing email campaigns, such as bounced emails and being flagged as spam, that affect an email IP’s reputation. Separate infrastructure maintains the integrity of a healthcare company’s IP address for transactional emails, ensuring they are delivered unimpeded. 
  • Encryption: the ePHI in all email communications must be encrypted in transit, i.e., when sent to individuals, and at rest, i.e., when stored in a database. This helps safeguard the patient data within the message, regardless of its nature. 
  • HIPAA Compliance Monitoring: remaining aware of what ePHI is included in email communications. This keeps data exposure to a minimum and mitigates the unintentional inclusion of patient data in email communications. 
  • Logging and Auditing: this not only allows you to track email activity, but you also can measure the efficacy of your email communications, who accessed ePHI, and what they did with it. This is an essential part of HIPAA compliance and will be subject to tighter regulation when the updates to HIPAA’s Security Rule come into effect in late 2025. 

HIPAA-Complaint Email Solutions From LuxSci

LuxSci offers HIPAA compliant email solutions designed to optimize the reliability and deliverability of both transactional and marketing emails.

LuxSci’s Secure High Volume Email solution offers:

  • Dedicated, high-performance infrastructure to ensure fast and reliable delivery.
  • Scalable infrastructure for high-volume email campaigns, ensuring reliability even as sent emails venture into the hundreds of thousands or millions.
  • Dedicated IPs and reputation management tools to prevent blacklisting and deliverability issues.
  • Logging, tracking, and audit trails for HIPAA compliance and security monitoring.

LuxSci’s Secure Email Marketing platform provides: 

  • Hypersegmentation for personalized patient and customer engagement.
  • Detailed tracking and reporting capabilities for performance monitoring and compliance auditing.
  • Automated campaign scheduling for reduced administrative overhead.
  • Opt-in and list management tools to ensure compliance with HIPAA and CAN-SPAM.

Discover how our solutions can meet your evolving email infrastructure requirements today.

Picture of Pete Wermter

Pete Wermter

As a marketing leader with more than 20 years of experience in enterprise software marketing, Pete's career includes a mix of corporate and field marketing roles, stretching from Silicon Valley to the EMEA and APAC regions, with a focus on data protection and optimizing engagement for regulated industries, such as healthcare and financial services. Pete Wermter — LinkedIn

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LuxSci Oiva Health

LuxSci and Oiva Health Combine to Form Transatlantic Healthcare Communications Group

Boston & Helsinki, February 12, 2026 – LuxSci, a provider of secure healthcare communications solutions in the United States, and Oiva Health, a Nordic provider of Digital Care solutions in social and healthcare services, today announced that the companies are joining forces. Backed by Main Capital Partners (“Main”), the combination brings together two complementary platforms and teams, forming a strong transatlantic software group focused on secure healthcare communications.

Founded in 1999, LuxSci is a U.S. provider of HIPAA‑compliant, secure email, marketing, and forms solutions. Its application and infrastructure software enable organizations to securely deliver personalized, sensitive data at scale to support a broad range of healthcare communications and workflows including care coordination, benefits and payments, marketing, wellness communications, after care and ongoing care. Certified by HITRUST for the highest levels of data security, LuxSci serves dozens of healthcare enterprises and hundreds of mid‑market organizations.

Founded in 2010, Oiva Health is a provider of digital care and communications solutions in the Nordics. Headquartered in Finland, with additional offices in Denmark, Norway, and Sweden, Oiva Health offers digital care and digital clinic solutions – including digital visits, secure messaging, online scheduling and appointments, and caregiver communications – serving the long-term care, especially elderly care, and occupational healthcare verticals. The company employs approximately 60 people and has recently expanded across the Nordic region, with a growing presence in Norway and Sweden.

The combination of LuxSci and Oiva Health creates a larger, cross Atlantic group with complementary solutions, serving the U.S. and European markets. Together, the companies offer healthcare providers, payers, and suppliers a comprehensive suite of tools to communicate securely and compliantly, spanning communications, workflows, and virtual care delivery.

Daan Visscher, Partner and Co-Head North America at Main, commented: “We are pleased to announce this cross Atlantic transaction, creating an internationally active secure communications player within the healthcare and home care space. The combined product suite enables healthcare organizations to drive much needed efficiency gains in healthcare provision addressing a global trend of rising costs, aging population, and increasing pressure on resources needed to provide high-quality care.”

Mark Leonard, CEO of LuxSci, said, “We are thrilled to join forces with Oiva Health and believe that together we can truly make a difference in healthcare coordination, access, and delivery. We see an exciting path forward with our customers benefiting from an end-to-end, secure and compliant approach to optimizing both healthcare communications and today’s frontline workers, which we need now more than ever.”

Juhana Ojala, CEO at Oiva Health, concluded, “We look forward to this new chapter together with LuxSci. We are very excited about the strong alignment between our solutions, which especially strongly positions us to expand our flagship Digital Care offering to the high-potential U.S. care market – from care coordination to care delivery to in-home and institutional care.”

Nothing contained in this Press Release is intended to project, predict, guarantee, or forecast the future performance of any investment. This Press Release is for information purposes only and is not investment advice or an offer to buy or sell any securities or to invest in any funds or other investment vehicles managed by Main Capital Partners or any other person.

[END OF MESSAGE]

About LuxSci

LuxSci is a U.S.-based provider of secure healthcare communications solutions for the healthcare industry. The company offers secure email, marketing, forms and hosting, delivering HIPAA‑compliant communication solutions that enable organizations to safely manage and transmit sensitive data. Founded in 1999, LuxSci serves more than 1,900 customers across healthcare verticals, including providers, payers, suppliers, and healthcare retail, home care providers, and healthcare systems, as well as organizations operating in other highly regulated industries. LuxSci is HITRUST‑certified with example clients being Athenahealth, 1800 Contacts, Lucerna Health, Eurofins, and Rotech Healthcare, among others.

About Oiva Health

Oiva Health is a Digital Care provider in the Nordics, offering a comprehensive Digital Platform for integrated health and care services to digitalize primary healthcare, social care, hospital healthcare and long-term care services. The company was founded in 2010 and currently employs approximately 60 people in Finland, Denmark, Norway, and Sweden serving domestic municipalities, customers and partners, such as City of Helsinki, Keski-Suomi Welfare Region, Länsi-Uusimaa Welfare Region in Finland, and Viborg municipality in Denmark with its Digital Care platform. Annually over 5 million customer contacts are handled digitally through Oiva Health’s Digital Care and Digital Clinic platforms.  

About Main Capital Partners

Main Capital Partners is a software investor managing private equity funds active in the Benelux, DACH, the Nordics, France, and the United States with approximately EUR 7 billion in assets under management. Main has over 20 years of experience in strengthening software companies and works closely with the management teams across its portfolio as a strategic partner to achieve profitable growth and create larger outstanding software groups. Main has approximately 95 employees operating out of its offices in The Hague, Düsseldorf, Stockholm, Antwerp, Paris, and an affiliate office in Boston. Main maintains an active portfolio of over 50 software companies. The underlying portfolio employs approximately 15,000 employees. Through its Main Social Institute, Main supports students with grants and scholarships to study IT and Computer Science at Technical Universities and Universities of Applied Sciences.

The sender of this press release is Main Capital Partners.

For more information, please contact:

Main Capital Partners
Sophia Hengelbrok (PR & Communications Specialist)

sophia.hengelbrok@main.nl

+ 31 6 53 70 76 86

HIPAA Compliant Email

Rethinking HIPAA Compliant Email – Not Just a Checkbox

The compliance-only mentality is outdated.

Let’s be honest—when most healthcare organizations think about HIPAA compliant email, it’s usually in the context of avoiding fines or satisfying checklists. And while yes, compliance is critical, viewing it only through the lens of risk management is a missed opportunity.

In reality, HIPAA compliant email, when implemented properly, is one of the most powerful tools for patient and customer engagement. Why? Because it unlocks the ability to leverage protected health information (PHI) safely, enabling personalized, timely, and high-impact email communication that drives better engagement, satisfaction, and outcomes.

What Makes Email Truly HIPAA Compliant?

As a reminder, HIPAA compliant email requires that protected health information (PHI) is safeguarded both in transit and at rest. That means your email provider must:

  • Use encryption at all times
  • Be access-controlled
  • Include audit logs
  • Be stored and transmitted in a secure manner
  • Provide a Business Associate Agreement

Regular email services just don’t cut it. In fact, most consumer or marketing email platforms like Sendgrid or Constant Contact, while great at sending email, are not HIPAA compliant or have limitations when it comes to using PHI in your messages. Even when bolted-on encryption solutions are used, they often lack the flexibility, scalability, and automation needed for safe and effective healthcare email engagement.

LuxSci goes beyond the basics with policy-based encryption, secure TLS, PKI encryption and escrow/secure portal options. LuxSci’s SecureLine™ encryption technology dynamically selects the appropriate encryption method based on recipient capabilities and messaging context and can be configured to enforce secure delivery automatically according to organizational policies. LuxSci also provides the ability to enforce advanced multi-factor authentication. Every message is tracked with full audit trails—no guesswork, no loose ends.

The Real Opportunity – Secure, Personalized Email with PHI

Using PHI to Drive Personalized Messaging
Imagine sending a personalized reminder to a diabetic patient about an upcoming check-up. Or reaching out to new mothers with postnatal care resources tailored to their needs. Or sending automated email workflows to all your members to accelerate and increase new plan enrollments. Or email customer and prospects about a new product upgrade or new service offering. The list goes on. That’s the power of PHI-personalized email—when done securely.

Targeted Segmentation with Sensitive Data
With HIPAA compliant email solutions like LuxSci, you can segment your audience based on real health data with high levels of precision, such as chronic conditions, appointment history, insurance status, health risks, and more, without compromising patient trust or security.

Breaking the One-Size-Fits-All Approach in Healthcare Email
Generic email blasts are over. Modern patients expect personalization. With LuxSci, you can deliver highly targeted, highly secure emails with encrypted content, while staying HIPAA compliant.

Real Business Results from Secure Email

Here’s how secure, personalized email can drive improved results across a range of healthcare communications, including:

  • Increased Patient Appointments and Follow-ups – Sending encrypted, personalized appointment reminders and follow-up notices can reduce no-shows and boost overall appointment volume.
  • Boosting Preventative Care with Outreach Campaigns – Preventative campaigns (think flu shots or cancer screenings) sent securely to the right segments can lead to higher response rates, better health outcomes, and a lower cost of care.
  • Improving Health Plan Enrollments – Targeted email outreach during open enrollment, tailored by eligibility or plan type, and powered by automated workflows leads to higher enrollments and lower call center costs.
  • Driving Awareness and Sales of New Services or Products – Have a product upgrade offer, new wellness program or telehealth service? Send secure, PHI-informed HIPAA compliant email to the right audience for increased sales and faster adoption.
  • Optimize Explanation of Benefits NoticesReplace snail mail with email that’s fast, reliable and trackable, ensuring customers are informed and compliance is met.

The Healthcare Marketer’s Secret Weapon: Using PHI Responsibly

In a world moving away from third-party cookies, first-party data is more valuable than ever, and PHI is the most powerful form of it in healthcare. With secure HIPAA compliant email, PHI doesn’t have to be locked away. Marketers can safely use it to understand patient needs and send relevant, timely messages. PHI-driven segmentation lets you build hyper-targeted campaigns that speak to relevant conditions, unique needs and timely topics, increasing open rates, clicks throughs, and campaign conversions.

Meeting the Personalization Demands of Today’s Patients and Customers

HIPAA-compliant email is no longer just about checking a box. It’s about unlocking the full potential of your patient and customer data to drive better engagement, healthier outcomes, and measurable business results.

In closing, below are some final thoughts on how secure, HIPAA compliant email delivers long-term value for your organization and better connections with your patients and customers, including:

    • Future-Proofing Healthcare Engagement – Patients expect Amazon-level personalization. HIPAA-compliant tools let you meet those expectations securely.

    • Adapting to Data Privacy Regulations Beyond HIPAA – From GDPR to state-level privacy laws, secure communication is no longer optional, it’s foundational.

    • Building Trust Through Secure Communication – Each secure, personalized message sent is a trust-building moment with your patients and customers.

Why LuxSci? The Infrastructure Behind the Performance

With LuxSci’s secure email infrastructure and email marketing solutions, healthcare organizations can confidently personalize communication, reach patients more effectively, and fuel growth with PHI-safe segmentation, messaging, and email automation.

LuxSci takes data security and email performance to the next level by offering dedicated cloud infrastructure for each customer, which means your email campaigns aren’t slowed down by other vendors on shared cloud services and your attack footprint is much smaller. In short, you get higher delivery rates and throughput with proven HIPAA compliance and data security.

The future of healthcare engagement is personal, secure, and performance-driven—and it starts with HIPAA compliant email done right.

Reach out today with any questions or to learn more about LuxSci.


FAQs

1. Is HIPAA-compliant email necessary for marketing communications?
Yes—if your emails include or are based on PHI (like appointment reminders, condition-based messaging, or insurance info), you need HIPAA-compliant email and recipient consent to avoid legal risk and preserve patient trust.

2. Can PHI be used in marketing emails under HIPAA?
Yes, with proper consent and secure, HIPAA compliant infrastructure like LuxSci’s, PHI can be safely used in emails for personalized, segmented campaigns.

3. How does LuxSci ensure high email deliverability for healthcare messages?
LuxSci uses dedicated cloud servers for each customer, active email reputation monitoring, and best-practice configurations to ensure high deliverability rates for sensitive emails.

4. Is LuxSci only for marketing teams?
No—LuxSci supports marketing, clinical, operations, and IT teams by enabling secure, compliant email communication across the entire organization.

5. What types of PHI can I use to segment campaigns using LuxSci?
You can segment based on chronic conditions, visit history, insurance status, provider details, age, gender, location, and more—all while staying fully compliant.

HIPAA compliant email

Most Popular LuxSci Blog Posts of 2025

As we close out 2025, healthcare communicators, IT and compliance leaders, and digital marketers face an ever-changing landscape of security threats, regulatory updates, and technology innovations. At LuxSci, we’re committed to helping you with continuous updates and guidance on the future of secure healthcare communications.

In case you missed it, or need a refresh, below are some of our most popular blog posts from 2025. Enjoy!

1. Improve Email Engagement and Marketing Results with Automated Workflows

Automated workflows are transforming how healthcare organizations engage patients and customers — enabling dynamic, event-driven campaigns that easily scale your outreach and keep you HIPAA compliant. In this post, we introduce LuxSci’s Automated Workflows capability for our Secure Marketing healthcare solution. Learn how sequence-based journeys can personalize outreach and optimize engagement with behavior-based triggers that improve campaign performance — without sacrificing data security.

Read the full post: LuxSci Enhances Secure Marketing with Automated Workflows

2. Healthcare Email Threat Readiness Strategies

Email remains a frontline channel for healthcare communications, and a prime target for cyber threats and criminals. This deep-dive into email threat readiness strategies covers essential practices like continuous monitoring, business continuity planning, and workforce training to mitigate email-borne security risks. Whether you’re responsible for clinical systems, marketing, or enterprise IT, this post provides a strategic playbook to strengthen your defenses, while maximizing your results.

Read the full post: Healthcare Email Threat Readiness Strategies

3. HIPAA Compliant Email — 20 Tips in 20 Minutes

For practical guidance you can apply right now, this on-demand webinar distills 20 key tips for HIPAA-compliant email across technical, legal, and operational domains. Whether you’re refining your infrastructure, improving deliverability, or modernizing your data security posture in 2026, this resource is a time-efficient way to elevate your compliance and security.

Read the post and watch the webinar on demand: HIPAA Compliant Email: 20 Tips in 20 Minutes

4. Is SendGrid HIPAA-Compliant? What You Should Know

Choosing the right email provider matters, especially when Protected Health Information (PHI) is at stake. In this post, we examine SendGrid’s capabilities in the context of HIPAA compliance, outline what it takes to send PHI securely, and offer guidance on evaluating third-party services for secure healthcare email and communication needs.

Read the full post: Is SendGrid HIPAA-Compliant?

5. LuxSci Shines in G2 Winter 2026 Reports

Customer feedback matters to LuxSci. In this post, we share the most recent news about LuxSci’s performance in the G2 Winter 2026 Reports, where we earned 20 badges across categories like Email Security, Encryption, Gateway, and HIPAA-Compliant Messaging. These reviews reflect not just product excellence, but trust from real users, which we work hard to build every day!

Read the full post: LuxSci Shines in G2 Winter 2026 Reports

Looking Ahead to 2026

We look forward to providing more information and insights on secure healthcare communications in the coming year, including the latest on HIPAA compliant email, PHI security, healthcare marketing, threat readiness, and personalized engagement. In the meantime, if you’re not already, follow us on LinkedIn below, and we’ll see you here in 2026!

Follow LuxSci on LinkedIn

HIPAA compliant email

LuxSci Welcomes Angel Mazariegos as Head of Finance

LuxSci, a leader in secure healthcare communications and HIPAA compliant email, is pleased to announce the appointment of Angel Marie Mazariegos as the company’s new Head of Finance. With over 25 years of experience in financial management, accounting, and human resources, Angel will play a central role in advancing LuxSci’s operational excellence and supporting the company’s rapid growth in 2026 and beyond.

Angel brings a wealth of expertise to LuxSci, having held senior leadership positions at organizations focused on financial services, language and access services for healthcare, and human resources. In these roles, Angel has led multi-department Finance and HR teams, spearheading critical initiatives, including ERP implementations, streamlined employee onboarding, and financial process optimization.

In her role at LuxSci, Angel will oversee all aspects of the company’s finance operations, including budgeting, forecasting and reporting. Additionally, Angel will manage the company’s HR function, ensuring that LuxSci continues to foster a strong, people-driven culture based on its Secure, Trust, Responsible and Smart company values.

“Angel’s blend of financial and HR leadership makes her an invaluable addition to the LuxSci executive team and a real asset for our people,” said Mark Leonard, CEO of LuxSci. “We look forward to working with Angel to build the high-performing teams that will be critical to our future growth and serving the evolving needs of our customers.”

Angel holds dual MBA degrees in Accounting and Human Resource Management from Cappella University, as well as dual BS degrees in Business Administration (Accounting and CIS Business Systems) from California State University, Los Angeles.

“I am honored to join the LuxSci team at such an exciting time for the company,” said Mazariegos. “I look forward to working with the team and helping build on LuxSci’s reputation for excellence and reliability in secure healthcare communications.”

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LuxSci Personalize Healthcare

How to Personalize Healthcare Communications with PHI Data

Recent research from McKinsey & Company indicates that people prefer more personalized experiences when engaging with companies, businesses and providers. While the retail, technology and financial services sectors have realized the benefits of personalization for years, the healthcare industry has been slower to adapt—providing huge opportunities to improve experiences and outcomes with better communications.

Simply put, personalized healthcare is about delivering a patient or customer experience that’s tailored to the unique needs of the individual. Personalization in healthcare goes beyond simply addressing the symptoms of an illness or ongoing care needs. Modern healthcare providers are more effectively engaging patients and customers based on their access and ability to use patient data or protected health information (PHI), factoring in medical history, treatment plans, product usage and personal preferences to drive more personalization. Communication plays a key role in this process. The way healthcare providers and suppliers communicate with patients has a direct impact on their satisfaction, adherence to treatments, and overall outcomes across the end-to-end healthcare journey.

As healthcare becomes more patient-centric, personalization is no longer just a nice-to-have—it’s a requirement. Today’s patients and customers expect healthcare providers to understand their needs and communicate in a way that connects with them on an individual level. Personalizing communications isn’t just about adding a patient’s name to an email—it’s about providing meaningful, timely, and relevant information that aligns with their unique health profile and needs.

So, how can healthcare providers and suppliers effectively personalize their communications while maintaining privacy and compliance with regulations like HIPAA?

This blog post digs deeper into this critical healthcare topic and offers practical tips on how to personalize healthcare engagement.

McKinsey & Company Research Highlights Consumer Demand for Personalization

With industries like retail setting high standards for personalization, patients are coming to expect the same level of attention in healthcare. The demand for better healthcare experiences is rising, and patients are more likely to engage with providers and suppliers who offer personalized communication, including over email and text.

In fact, a recent study conducted by McKinsey & Company found that 71 percent of people expect businesses and providers to offer personalized interactions, and 76 percent are frustrated when they don’t receive personalized communications tailored to their specific needs. For healthcare providers, this can include healthcare conditions, treatment plans, new product usage and ongoing care management. The research highlights how much people value personalization and why healthcare providers, payers and suppliers need to adapt their communication strategies accordingly. The benefits include:

1. Building Trust and Loyalty

One of the main advantages of personalizing healthcare communications is that it helps build a stronger relationship between the patient and the provider or supplier. When patients and customers feel that a healthcare provider truly understands their individual needs, they’re more likely to develop trust and remain loyal to that provider.

2. Improving Patient Engagement and Outcomes

Personalized healthcare communications have been shown to increase patient engagement, especially when it comes to treatment adherence, plan renewals and new product usage. Sending personalized reminders for medication refills, appointment scheduling, equipment upgrades or lab test follow-ups can significantly improve compliance—and outcomes. Patients are more likely to respond to messages that are relevant to their personal health journey.

3. Reducing Patient Anxiety and Confusion

Healthcare journeys can be overwhelming, especially when dealing with complex medical conditions or products. Personalized communication can help reduce this anxiety by making information more digestible and relevant. By addressing a patient’s unique concerns and providing the right information in communications, including PHI, healthcare providers and suppliers can reduce confusion and deliver a better overall experience.

Leveraging Data to Personalize Healthcare Experiences

The key to successful personalized communication lies in leveraging patient data effectively and responsibly. Providers can use data from electronic health records (EHRs), customer data platforms (CDPs), CRM systems, and patient portals to send tailored messages. For example, if a patient has a history of diabetes, the healthcare provider can send targeted educational content, reminders for blood sugar monitoring, and personalized treatment recommendations. In turn, medical equipment providers can seend HIPAA compliant communications for new product offers and upgrades.

However, it’s essential that healthcare providers use patient data in a way that respects privacy and complies with HIPAA regulations, including for communications. Only authorized personnel should have access to sensitive information, and all communication should be done via secure, end-to-end HIPAA compliant channels. This can include email, text and forms.

Personalization doesn’t just mean addressing individual patients—it also means communicating effectively with different groups of patients and customers, including understanding their channel preferences and having the ability to securely communicate over the channel of their choice. A younger demographic might prefer communication via text messages, while older patients may appreciate phone calls or emails. By understanding the preferences of different patient groups, healthcare providers and suppliers can ensure their messages are well-received.

The Role of HIPAA Compliant Communications in Personalization

Technology is a powerful enabler when it comes to personalizing healthcare communications. From secure email platforms to automated text messaging systems to secure marketing campaigns, today’s leading HIPAA compliant healthcare communications solutions allow you to deliver personalized communications efficiently and securely.

When it comes to personalization in healthcare, it’s essential to prioritize HIPAA compliance. This ensures that patient information remains protected while still allowing you to include protected health information or PHI in communications. With the right tools in place, healthcare providers can safely use secure email, text, and forms to deliver personalized content. For example, an email with educational materials tailored to a patient’s condition or a text message reminder for an upcoming appointment or medical equipment upgrade can make a significant difference in patient engagement and overall satisfaction—and improve the results of your business.

While there are many benefits to personalizing healthcare communications, there are also challenges. Healthcare providers must navigate privacy concerns, regulatory hurdles, and the complexities of integrating personalized communication into existing workflows. Working with a vendor that is experienced and knowledgeable about HIPAA compliance and has a proven secure communications solutions can help healthcare providers and suppliers overcome these challenges.

Personalize Healthcare Communications

Personalization isn’t just a trend—it’s a necessity for improving patient engagement, experiences and outcomes. By leveraging secure, HIPAA-compliant tools and focusing on personalized communications that leverage PHI, healthcare providers can build trust, improve compliance, and foster long-term patient and customer loyalty. As technology continues to evolve, the potential for further personalization in healthcare communications will only grow.

Want to personalize your healthcare communications—securely? Contact us today to learn more!

FAQs

What is personalized healthcare?
Personalized healthcare is an approach that tailors medical care and communication to the individual needs and preferences of each patient or customer, considering their medical history, lifestyle, and unique health conditions.

How does personalized communication improve patient outcomes?
Personalized communication helps patients feel valued and understood, leading to increased engagement, better adherence to treatment plans, and improved overall satisfaction with their healthcare providers and suppliers.

What tools help healthcare providers personalize communication?
HIPAA-compliant tools like secure email, text messaging, and patient portals enable healthcare providers to deliver personalized communication while ensuring privacy and security.

Why is HIPAA compliance crucial in personalized healthcare?
HIPAA compliance is essential because it protects patient privacy and ensures that personal health information (PHI) is handled securely, particularly when used for personalized communication.

HIPAA Emailing Patient Information

How Does HIPAA Emailing Patient Information Work Securely?

HIPAA emailing patient information requires healthcare organizations to implement encryption protocols, authentication controls, and business associate agreements that protect electronic protected health information during transmission and storage. Federal privacy regulations mandate that all email communications containing patient data meet stringent security standards to prevent unauthorized access, interception, or disclosure. Healthcare providers must understand which types of patient information can be transmitted via email, what security measures are necessary, and when alternative communication methods provide better protection for sensitive health data.

Permitted Uses of Email for Patient Communications

Healthcare providers can use email to communicate with patients about treatment, payment, and healthcare operations without obtaining specific authorization under HIPAA regulations. Appointment reminders, general health education materials, and prescription refill notifications fall within permitted communications that do not require patient consent. Laboratory results, medication instructions, and follow-up care guidance can be transmitted through secure email channels when proper encryption protects the information.

Treatment coordination between healthcare providers allows email communication about patient care without patient authorization when all parties are involved in the patient’s treatment. Referrals to specialists, consultation requests, and care plan discussions can occur through encrypted email platforms that meet security requirements. Payment communications including billing statements, insurance verification, and claim status updates are permissible through secure channels.

Healthcare operations activities such as quality improvement initiatives, case management, and care coordination support email communication when security measures protect patient information. Staff training scenarios using de-identified patient cases can be shared via email without violating privacy rules. Administrative functions including appointment scheduling and general practice information distribution do not require patient authorization when conducted through secure systems.

Limitations exist for certain types of sensitive health information that require extra protection beyond standard email security. Psychotherapy notes, substance abuse treatment records, and HIV test results need enhanced safeguards or alternative communication methods. Mental health information and genetic testing results may warrant more secure transmission methods than standard encrypted email provides.

Encryption Requirements for Patient Data Transmission

Message-level encryption converts email content into unreadable code before transmission, ensuring that only intended recipients can decrypt and read patient information. Advanced Encryption Standard 256-bit encryption provides strong protection that meets healthcare industry standards for securing electronic protected health information. Transport Layer Security protocols create secure connections between email servers during message delivery, preventing interception while communications travel across networks.

End-to-end encryption protects messages throughout their entire journey from sender to recipient, maintaining security even if intermediate servers are compromised. Automatic encryption activation eliminates human error by securing all outbound messages without requiring staff to remember manual encryption procedures. HIPAA emailing patient information demands consistent encryption application across all communications containing protected health information regardless of content sensitivity.

Key management systems protect the encryption keys that secure patient communications while enabling authorized recipients to decrypt necessary messages. Secure key storage prevents unauthorized access while backup procedures protect against data loss during system failures. Certificate-based authentication verifies recipient identity before allowing message delivery, reducing risks of misdirected emails containing patient information.

Digital signatures provide verification that messages originated from legitimate healthcare sources and were not altered during transmission. Integrity checks detect any unauthorized modifications to email content, alerting recipients when communications may have been tampered with during delivery. These verification mechanisms build trust in email communications while meeting regulatory requirements for data integrity.

Access Controls and User Authentication

Multi-factor authentication requires users to provide multiple forms of identification before accessing email accounts containing patient information. Password combinations with mobile verification codes, biometric scans, or hardware tokens create layered security that prevents unauthorized account access. Authentication systems should integrate smoothly with existing healthcare technology to avoid creating workflow barriers that encourage security shortcuts.

Role-based permissions ensure healthcare staff can only access patient communications relevant to their job functions and care relationships. Physicians need different access levels compared to billing specialists or administrative personnel, with granular controls preventing inappropriate information viewing. Automatic permission adjustments when staff change roles or departments maintain appropriate access restrictions as organizational structures evolve.

Session management protocols automatically log users out after inactivity periods, preventing unauthorized access from unattended workstations. Concurrent login monitoring detects unusual access patterns such as simultaneous logins from different geographic locations that might indicate account compromise. Immediate access revocation procedures ensure departing employees lose email access promptly to protect patient information.

Audit logging tracks all user activities within email systems including message viewing, sending, forwarding, and administrative actions. Detailed logs capture who accessed which patient communications, when access occurred, and what actions were performed. These records support security investigations, regulatory audits, and compliance monitoring while deterring inappropriate information access.

Business Associate Agreements and Vendor Responsibilities

Written contracts between healthcare organizations and email service providers establish clear responsibilities for protecting patient information during transmission and storage. Agreements must specify encryption standards, security measures, incident reporting timelines, and procedures for handling patient data when contracts terminate. Liability allocation clauses define financial responsibilities when security breaches result from provider system failures or negligence.

Vendor security certifications demonstrate that email providers maintain appropriate controls for protecting healthcare information. SOC 2 audits verify security measure effectiveness while HITRUST certification indicates healthcare industry experience and compliance knowledge. Current certifications provide assurance that providers maintain security standards consistently rather than just during initial implementations.

Incident response procedures outlined in agreements specify how providers will notify healthcare organizations when security breaches occur involving patient information. Notification timelines should allow organizations to meet their own breach notification obligations to patients and regulatory authorities. Provider responsibilities for breach investigation, containment, and remediation should be clearly defined in contractual terms.

Data retention and destruction procedures govern how providers handle patient information when business relationships end or retention periods expire. Secure deletion methods ensure patient data cannot be recovered after authorized destruction. Healthcare organizations conducting HIPAA emailing patient information need verification that providers completely remove all patient communications from their systems when required.

Patient Consent and Communication Preferences

Healthcare organizations should obtain written consent before emailing detailed medical information to patients, even though regulations may not require authorization for treatment communications. Consent forms should explain security measures while acknowledging inherent risks in electronic transmission despite encryption protection. Patients need clear information about how to protect their own email accounts from unauthorized access that could compromise their health information.

Communication preference documentation helps healthcare organizations understand which patients are comfortable receiving health information via email versus those preferring telephone calls or postal mail. Preference tracking systems ensure staff use appropriate communication methods for different patients based on their documented choices. Alternative communication options should remain available for patients who decline email communications or lack secure email access.

Content appropriateness guidelines help staff determine what patient information is suitable for email transmission versus what requires more secure communication methods. Routine test results and medication changes may be appropriate for encrypted email while complex diagnoses or poor prognosis discussions warrant telephone or in-person conversations. Emergency situations and urgent symptoms require immediate communication methods rather than email that patients might not check promptly.

Patient education about email security helps individuals understand their role in protecting their health information during electronic communications. Instructions about recognizing legitimate healthcare emails, maintaining strong passwords, and reporting suspicious activities empower patients to participate in securing their information. Healthcare organizations benefit from providing clear guidance about email security practices and potential risks.

Compliance Monitoring and Risk Management

Security assessments evaluate whether email systems maintain appropriate protections for patient information throughout their operational lifecycles. Penetration testing identifies vulnerabilities that could allow unauthorized access while security audits verify that controls function as intended. Assessment schedules should include testing after system updates, configuration changes, or security incident discoveries.

Policy development establishes clear guidelines about what patient information can be transmitted via email and what security measures staff must follow. Written policies should specify encryption requirements, recipient verification procedures, and content appropriateness criteria. Policy review schedules ensure guidance remains current as technology and regulations evolve.

Staff training programs educate healthcare workers about proper procedures for HIPAA emailing patient information through secure channels. Training should cover encryption activation, recipient verification, content appropriateness, and incident reporting responsibilities. Documented training records demonstrate compliance efforts during regulatory inspections while reinforcing security culture within organizations.

Incident response planning prepares healthcare organizations to handle security breaches involving email communications containing patient information. Response procedures should include immediate containment measures, breach scope assessment, affected patient notification, and regulatory reporting. Practice drills help ensure staff can execute response plans effectively during actual security emergencies that threaten patient information.

Best HIPAA Compliant Email Providers

What Is HIPAA Email Marketing?

HIPAA email marketing involves digital promotional communications sent by healthcare organizations that must comply with federal privacy regulations when using Protected Health Information (PHI) to reach patients and prospects. Healthcare providers can engage in email marketing activities, but they encounter strict limitations when using patient contact information obtained through clinical encounters or when targeting recipients based on health conditions. The HIPAA Privacy Rule requires written authorization for most email marketing that involves individually identifiable health information, while permitting certain treatment-related communications and health plan activities without patient consent.

Healthcare organizations increasingly rely on email communication to reach patients efficiently while managing costs and improving engagement. Carrying out effective digital marketing while adhering to privacy compliance requires understanding when authorization is needed and how to implement compliant email marketing strategies.

Why Healthcare Organizations Use Email Marketing

Cost efficiency drives healthcare email marketing adoption as organizations seek affordable ways to communicate with large patient populations. Email campaigns cost significantly less than direct mail, print advertising, or telephone outreach while providing measurable engagement metrics. Healthcare systems can reach thousands of patients instantly with preventive care reminders, health education materials, or service announcements at minimal expense per recipient.

Patient engagement improves through targeted email communications that provide relevant health information and service updates. Email marketing allows healthcare organizations to segment audiences based on demographics, health interests, or service utilization patterns. Personalized email content generates higher open rates and click-through rates than generic mass communications, leading to better patient response and participation in health programs.

Competitive positioning requires healthcare organizations to maintain visibility in patient inboxes alongside other service providers and health information sources. Patients receive numerous health-related emails from insurance companies, pharmaceutical manufacturers, wellness apps, and other healthcare entities. Organizations that do not engage in compliant email marketing may lose mindshare and patient loyalty to more communicative competitors.

Revenue generation opportunities emerge from email marketing campaigns that promote elective services, wellness programs, or expanded care offerings. Healthcare organizations can use email to announce new service lines, highlight specialist capabilities, or educate patients about treatment options. Revenue-generating email marketing requires careful attention to HIPAA authorization requirements to avoid compliance violations.

Healthcare Emails Requiring Patient Authorization

Promotional emails for elective services or non-treatment programs require written patient authorization when using contact information obtained through clinical encounters. Healthcare organizations cannot email patients about cosmetic procedures, weight loss programs, or wellness services without explicit consent, even when using their own patient databases. The authorization must specifically address email marketing and describe the types of services being promoted.

Third-party product promotions sent via email require patient authorization regardless of the healthcare organization’s relationship with the product manufacturer. Organizations cannot send emails promoting pharmaceutical products, medical devices, or health-related consumer goods without written patient consent.

Targeted health campaigns that use diagnostic or treatment information to select email recipients require authorization under HIPAA marketing rules. Healthcare organizations cannot send diabetes management emails to patients with diabetes diagnoses or cardiac health information to patients with heart conditions without written permission. The targeting based on health status distinguishes these campaigns from general health education communications.

Social event invitations and fundraising appeals sent via email may require authorization depending on how recipient lists are compiled and whether health information influences targeting decisions. Healthcare organizations can send general fundraising emails to broad patient populations but need authorization when targeting based on specific conditions, treatments, or service utilization patterns.

HIPAA Compliant Treatment-Related Emails

Appointment communications qualify as treatment-related emails that do not require marketing authorization under HIPAA regulations. Healthcare organizations can send appointment confirmations, reminders, and rescheduling notices without patient consent because these communications support ongoing care relationships. Follow-up appointment scheduling and routine care reminders also fall under permissible treatment communications.

Care coordination emails between healthcare providers remain exempt from marketing restrictions when they facilitate patient treatment. Primary care physicians can email specialists about patient referrals, and care teams can coordinate treatment plans via email without authorization requirements. The communications must relate directly to patient care rather than promoting additional services or programs.

Health education materials related to conditions that patients are receiving treatment for do not require marketing authorization. Healthcare organizations can email diabetes management tips to diabetic patients currently receiving care or send cardiac rehabilitation information to patients enrolled in cardiac programs. The education must relate to active treatment relationships rather than general health promotion.

Prescription and laboratory result communications via email support treatment activities and do not trigger marketing restrictions. Healthcare organizations can notify patients about prescription readiness, laboratory result availability, or medication adherence reminders without written authorization. Patient portal notifications about available health information also qualify as treatment communications.

HIPAA Email Marketing Compliance Supports

Encryption protection is necessary for all email communications containing PHI, whether for treatment or marketing purposes. Healthcare organizations must implement appropriate safeguards to protect patient information during email transmission and storage. Email marketing platforms used by healthcare organizations need encryption capabilities and security controls that meet HIPAA Security Rule requirements.

Access controls within email marketing systems ensure that only authorized personnel can access patient contact information and send marketing communications. Role-based permissions limit which staff members can create marketing campaigns, access patient lists, or modify email content. Multi-factor authentication adds security layers that protect against unauthorized access to email marketing platforms containing patient data.

Audit logging capabilities track all activities within HIPAA email marketing systems to create compliance documentation. The systems must log campaign creation, email sends, list access, and user activities to provide audit trails for regulatory reviews. Automated reporting features help healthcare organizations monitor email marketing compliance and identify potential privacy violations.

Opt-out mechanisms are required for all healthcare email marketing communications to provide patients with control over future messaging. Unsubscribe processes must be easy to use and honor patient requests promptly to maintain compliance with both HIPAA and CAN-SPAM regulations. Email marketing systems need automated processing of opt-out requests and suppression list management capabilities.

Obtaining Valid Email Marketing Authorization

Authorization documents for email marketing must include specific elements required by HIPAA Privacy Rule regulations. The authorization must describe what patient information will be used, identify who will receive the information, and explain the purpose of the email marketing communications. Patients must understand their right to revoke authorization and any consequences of refusing to provide consent for marketing activities.

Timing considerations affect when healthcare organizations can request email marketing authorization from patients. Authorization requests should not be bundled with treatment consent forms or presented during medical emergencies when patients cannot provide informed consent. Organizations need separate processes for obtaining marketing authorization that do not interfere with treatment decisions or patient care activities.

Electronic signature capabilities allow healthcare organizations to collect email marketing authorization digitally while meeting HIPAA documentation requirements. Patient portal systems, website forms, or tablet-based signature capture can facilitate authorization collection. Electronic authorization systems must provide adequate authentication and maintain signed documents for audit purposes.

Renewal procedures help healthcare organizations maintain current authorization for ongoing email marketing campaigns. Authorization documents should specify expiration dates or renewal requirements to ensure patient consent remains valid. Entities need systems to track authorization status and remove patients from marketing lists when consent expires or is revoked.

Compliance Challenges Affecting HIPAA Email Marketing

List management complexity creates compliance risks when healthcare organizations use multiple sources of patient contact information for email marketing. Patient lists derived from treatment encounters require different handling than lists compiled from website registrations or health screenings. Organizations need clear policies about which lists can be used for marketing purposes and which require patient authorization.

Content classification challenges arise when determining whether specific email communications qualify as treatment-related or marketing activities. Healthcare organizations may struggle to distinguish between educational content that supports treatment and promotional content that requires authorization. Legal review processes help organizations evaluate email content and determine appropriate compliance requirements.

Vendor management issues emerge when healthcare organizations use third-party email marketing platforms that may not understand healthcare compliance requirements. Marketing vendors need Business Associate Agreements and must implement appropriate safeguards to protect patient information. Organizations remain responsible for vendor compliance with HIPAA requirements even when using external email marketing services.

Cross-platform integration difficulties occur when healthcare organizations attempt to coordinate email marketing with other communication channels or healthcare systems. Patient authorization status must be synchronized across email platforms, patient portals, and electronic health record systems. Data synchronization challenges can create compliance gaps or duplicate communication efforts that frustrate patients and waste resources.

healthcare marketing

How Automated Workflows Boost Engagement for Healthcare Marketing Campaigns

Due to the fact that it’s simple, instantaneous, cost-effective, and nearly universally adopted, email is an essential part of all healthcare marketing engagement strategies. However, consistent, personalized email engagement – particularly at scale – can be challenging. 

 

Fortunately, Automated Workflows offer a solution, allowing healthcare companies to deliver the right messages to the appropriate individuals at the right time, based on their individual engagement with emails.. 

 

In this post, we’ll explore the concept of Automated Workflows, the considerable benefits they offer healthcare companies, and the variety of ways they can be used to increase engagement and result in greater satisfaction and better healthcare outcomes for your patients and customers.

What Are Automated Workflows?

An Automated Workflow is a sequence of actions, known as’ Steps’ in LuxSci Secure Marketing, that a Contact (i.e., a patient or customer) moves through over time, based on a series of pre-defined rules or triggers. 

 

Each Step is programmed to automatically perform a specific function, such as sending an email or updating a Contact, when certain conditions are in place. These conditions could include: 

  • A Contact opening a message.
  • A Contact clicking through on a link.
  • A specified amount of time having elapsed.. 
  • A data update via an API call

By evaluating conditions to initiate the appropriate Step, Automated Workflows facilitate more timely, consistent, and personalized communication with Contacts (patients and customers ). As a result, healthcare companies can effectively harness Automated Workflows to develop dynamic, personalized email engagement journeys that adapt according to your patients and customers’ needs and prior interactions.

What Are the Benefits of Automated Workflows?

Let’s look at the various advantages that Luxsci Automated Workflows offer. 

Reduced Administrative Workload

Arguably, the most significant benefit of Automated Workflows is the extent to which they lower the administrative burden of email engagement campaigns for healthcare organizations. 

 

First and foremost, Automated Workflows eliminate the need for an employee to manually send your Contacts messages. As well as the manual effort, it removes a great deal of thought from the process – as someone isn’t required to remember to send an email. 

 

By the same token, this reduces the scope for human error, preventing the possibility of an employee neglecting to send an important message, sending it to the wrong person, or worse, accidentally exposing patient data, i.e., electronic protected health information (ePHI). 

 

The effort that Automated Workflows reduce is typically repetitive work that staff are glad to be free of, giving them additional time to focus on tasks that provide greater value and better contribute to better patient care and/or the customer experience. 

Enhanced Scalability

The time saved by employing Automated Workflows increases with the size of your Contact List and the scale of your engagement campaigns. In fact, enterprise-scale campaigns, with volumes of hundreds of thousands to millions of emails, are only feasible through the use of automation. 

 

Similarly, Automated Workflows enable healthcare organizations to run differing, personalized email campaigns aimed at unique patient or customer segments.  As well as automatically sending each message at the appropriate time, they provide tracking capabilities to determine the outcome of each message. 

Increased Consistency in Communication

Because Automated Workflows remediate the risk of emails going unsent, they facilitate more timely and consistent communications with patients and customers. This makes healthcare providers, payers, and suppliers appear more reliable and consistent, building trust and greater levels of satisfaction from Contacts. More importantly, recipients are better able to track what’s happening with their healthcare and assume a more proactive role overall healthcare journey..

 

Finally, creating an Automated Workflow requires healthcare organizations to carefully consider how they communicate with different Contact segments. Namely, the likely journey, or communication path, different types of Contacts take, i.e., information they need to know at a particular stage in their healthcare journey, the optimal order in which information needs to be presented, etc. This allows healthcare companies to become more in-tune with their patients’ and customers’ needs, enabling them to craft more valuable email communications that boost engagement. 

Personalized Healthcare Engagement 

Perhaps the most significant benefit of Automated Workflows is that they enable adaptive, personalized engagement for healthcare marketing and communications campiagns. Instead of manually tracking where each Contact is in a given engagement sequence, or worse, merely having to guess, you know precisely where they are. Consequently, you’re acutely aware of their needs and the exact nature of the emails you need to send them next. 

 

This, in turn, enables more effective Contact nurturing, i.e, strengthening your organization’s connection with each individual. When at its most effective, this may allow you to anticipate your Contacts’ needs, enabling you to send them communications, such screening or testing recommendations, educational materials, or product and service suggestions, that support their healthcare journey and enhance their quality of care.

Automated Workflow Use Cases

Automated Workflows are a powerful tool for increasing healthcare marketing and communications engagement because they can be applied to a wide range of use cases. Let’s take a look at some of the most common and impactful ways email automation can be used by healthcare companies. 

  • New Product Announcements: keeping patients and customers in the loop on your company’s latest offerings, as well as improvements to existing products and services that are likely to be of interest, based on their data and past actions.
  • Personalized recommendations: suggesting products or services based on the recipient’s past purchases or engagement history.
  • Re-Engagement Campaigns: Automated Workflows can also be used to reconnect with Contacts with whom engagement has waned or was never completely established, sending them personalized messages to encourage specific actions or reignite interest.
  • New Member Onboarding: welcoming new patients or customers  with a structured series of emails that introduces your services, provides technical assistance (where applicable), details subsequent steps, and explains how to get the most value from your products or services. 
  • Appointment Reminers and Follow-Ups: sending reminders, care instructions, medication adherence advice, or details on how to book subsequent appointments, for instance, after a patient visit. 
  • Patient Education Campaigns: taking patients through a structured curriculum on managing their medical condition or required  lifestyle changes to improve their health..
  • Preventative Care Communications: proactively sending reminders for screenings, check-ups, vaccinations, etc., based on PHI such as a patient’s age, gender, health condition or lifestyle risk factors.
  • Milestone Communications: sending personalized messages to acknowledge birthdays, enrollment anniversaries, and other pertinent dates. These can also be combined with preventative care communications, to send recommendations or other advice, based on the contact’s age, for instance.  
  • Feedback Collection: acquiring patient and customer feedback by sending follow-up surveys a set amount of time after a visit, procedure, purchase, etc. 

How Automated Workflows Work in LuxSci Secure Marketing

To round off this post, let’s take a deeper look at how Automated Workflows work within LuxSci’s Secure Marketing solution. LuxSci’s Automated Workflows enhance your organization’s HIPAA compliant healthcare marketing and email campaigns by giving you complete control of:

 

  • When each email is sent
  • Which Contacts receive particular communications according to their behavior, needs, and other PHI-based attributes
  • Which engagement path or branch a Contact takes based on their email actions

Here’s a look at LuxSci’s Automated Workflows key capabilities in greater detail. 

Smart Event-Based Branching and Conditions

You can branch Workflows to trigger targeted messaging based on a Contact’s attributes or certain engagement events, resulting in more relevant and effective healthcare journeys  with more desirable outcomes.

  • User actions:
    • Mailing list sign-ups
    • Form completion
    • Downloading a resource.
  • Time-based triggers:
    • A set period after a visit or procedure 
    • A defined period of inactivity or lack of contact
    • Milestones, e.g., birthdays, anniversaries. 
  • Behavioral triggers:
    • Email opens
    • Clicking on links
    • Visiting particular pages on a site or 
    • A lack of engagement with previous emails.
  • Transactional triggers:
    • Purchasing a product or service
    • Signing up for an event
    • Order confirmations or shipping updates after a purchase.
  • API-triggered events
    • Lab results or similar correspondence becoming available
    • Changes to data in EHR systems, CDP platforms, or CRM systems.. 

Automated Segment Management 

Automated Workflows can be used to dynamically add Contacts to segments based on demographics, past behavior, purchase history, and similar events. This enables more precise targeting and email personalization as they progress through specific Steps in each Workflow. 

Navigation Across Steps

Automated Workflows are also capable of navigating Contacts across different Steps or completely different Workflows depending on engagement outcomes and updates to a Contact’s PHI. Better still, if a Step has already been visited, LuxSci Secure Marketing automatically prevents repetition and infinite loops.

Automate Your Healthcare Marketing and Engagement Efforts

LuxSci Secure Marketing is a HIPAA compliant healthcare marketing solution especially designed for the stringent security and regulatory requirements of the healthcare industry. Our solution enables healthcare organizations to confidently communicate with patients and customers at scale without risking compliance violations, driving increased engagement and boosting the ROI of their marketing campaigns in the process. 

 

The latest version of LuxSci’s Secure Marketing solution with Automated Workflow functionality streamlines your company’s outreach efforts, saving considerable time, reducing human effort, and facilitating intelligent Contact management. 

What’s more, LuxSci’s reporting capabilities empower you to carefully track the results of your healthcare engagement campaigns, gaining insights at every step, including:

  • Which Contacts received particular messages
  • Who engaged with email communication, and how
  • Precise points where drop-offs in engagement occur
  • The engagement achieved with each Step in the Workflow

To learn more about LuxSci’s Secure Marketing solution and how Automated Workflows boost engagement for your healthcare marketing and communications campaigns, contact us today.