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What Makes PHI Email Compliant with HIPAA Requirements?

PHI Email

PHI email becomes compliant through end-to-end encryption, access controls, audit trails, and secure transmission protocols. Healthcare organizations must implement email solutions that encrypt protected health information both in transit and at rest, maintain detailed logs of all communications, and restrict access to authorized personnel only. Medical practices encounter the challenges of patient information travelling through digital communication channels, as each message contains names, medical record numbers, or treatment details. Patient communications flow through healthcare systems constantly, creating numerous opportunities for data exposure. Email messages containing appointment confirmations, lab results, or billing inquiries must receive the same protection level as paper records stored in locked cabinets. The difficulty increases when metadata reveals patient-provider relationships without obvious identifying information appearing in message content itself.

Email Encryption Methods Protect Patient Data

Healthcare email platforms deploy Advanced Encryption Standard protocols with 256-bit keys to render intercepted messages unreadable without proper decryption credentials. Transport Layer Security protocols shield communications during transmission between mail servers, while storage encryption protects messages residing in email systems. These protection layers work to secure PHI email whether traveling across networks or sitting in user mailboxes.

Identity-based encryption provides an alternative where recipients authenticate through secure web portals instead of managing encrypted attachments with complex passwords. Patients log into portal systems once and access their messages without downloading files or remembering multiple authentication credentials for different healthcare providers.

User Access Controls Prevent Information Breaches

Multi-factor authentication requires users to provide passwords, mobile verification codes, and sometimes biometric data before accessing PHI email systems. Staff members receive permissions aligned with their job responsibilities, preventing billing personnel from reading clinical notes while restricting nurses from accessing financial communications. These permission structures eliminate accidental information exposure between healthcare departments.

Session timeouts automatically disconnect users after inactivity periods, and systems monitor failed login attempts to detect potential unauthorized access. Organizations document access permissions and conduct monthly reviews to ensure appropriate information boundaries. Employee departures trigger immediate email access revocation to prevent data exposure after employment ends.

Monitoring Systems Track Message Activities

Modern PHI email platforms record message creation, transmission, delivery, viewing, forwarding, and deletion activities. These logs include timestamps, user identifications, and recipient information that create detailed records for compliance reviews and incident investigations. Healthcare organizations must preserve these records for six years and provide them during HIPAA audits.

Behavioral analysis systems detect unusual patterns like mass message downloads during off-hours or attempts to redirect communications to personal email accounts. Security teams receive immediate notifications when suspicious activities occur, enabling rapid investigation of potential breaches or unauthorized access attempts.

Vendor Contracts Define Compliance Obligations

Email service providers handling patient information must execute business associate agreements outlining their compliance responsibilities. These contracts address data protection standards, breach notification timelines, and audit cooperation requirements. Cloud email providers must prove their systems meet HIPAA standards through independent security assessments.

Healthcare organizations bear liability for vendor compliance failures, making thorough evaluation processes necessary before selecting email platforms. Assessment procedures examine data storage locations, infrastructure security measures, and incident response capabilities to ensure adequate protection throughout the technology supply chain.

Employee Education Prevents Security Violations

Training programs teach staff to identify phishing attempts, follow acceptable use policies, and handle PHI email appropriately. Organizations conduct simulated phishing exercises to evaluate employee responses to suspicious messages and provide additional education for those requiring improvement. Policies clarify when staff should use secure messaging platforms instead of traditional email systems.

Content filtering systems scan outgoing messages for Social Security numbers, medical record numbers, and other patient identifiers. When these systems detect sensitive information, they automatically apply encryption or prevent message transmission until users implement appropriate security measures.

Performance Tracking Ensures Program Effectiveness

Healthcare organizations monitor encryption usage rates, policy compliance scores, and incident response times to evaluate their PHI email programs. Monthly assessments examine compliance trends and identify areas where system improvements or additional training could strengthen protection. Risk evaluations examine emerging threats and technology changes that might affect email security.

Compliance teams review email policies quarterly and update procedures based on regulatory developments or security incidents. System testing verifies that encryption, access controls, and monitoring functions operate correctly under various usage conditions, ensuring patient communications receive consistent protection through all organizational email activities.

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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.

 

Healthcare marketing plan

How To Create a Healthcare Marketing Plan?

A healthcare marketing plan establishes strategic promotional activities, target audience identification, budget allocation, and compliance protocols to attract new patients while adhering to HIPAA privacy regulations and state advertising laws. Medical practices develop these documents to guide their promotional efforts across digital platforms, traditional media, and community outreach programs, ensuring all patient acquisition activities comply with healthcare privacy requirements and professional advertising standards.

Medical practices compete intensely for patient attention in saturated healthcare markets. Developing promotional strategies without proper planning leads to wasted resources, compliance violations, and missed opportunities to connect with patients who need specific medical services.

Target Audience in Healthcare Marketing Plan Development

Patient demographic research identifies age groups, geographic locations, insurance coverage types, and medical conditions that align with practice specialties and service offerings. Healthcare organizations analyze existing patient data to understand referral patterns, appointment scheduling preferences, and communication channel effectiveness for different population segments.

Competitor analysis reveals promotional strategies used by similar practices, pricing structures for comparable services, and market gaps that create opportunities for differentiation. This research helps practices position their services uniquely while avoiding oversaturated promotional approaches that fail to generate meaningful patient engagement.

Budget Allocation

Financial planning allocates resources across promotional channels based on expected return on investment, patient acquisition costs, and practice revenue goals. Digital advertising usually receives 40-60% of promotional budgets due to measurable results and targeted audience capabilities, while traditional media and community events receive smaller allocations.

Compliance costs including legal reviews, authorization management, and privacy training must be factored into promotional budgets to ensure all activities meet regulatory requirements. Practices that underestimate compliance expenses often discover their promotional activities violate privacy laws or professional advertising standards.

Digital Strategy to Drive Modern Patient Acquisition

Website optimization, search engine marketing, and social media presence are the core of contemporary promotional efforts outlined in every healthcare marketing plan. Practices invest in professional website design, patient portal integration, and mobile-responsive layouts to capture patients researching medical services online.

Content creation including blog posts, educational videos, and patient resources helps establish expertise while providing valuable information to potential patients. However, all content must avoid using patient information without authorization and cannot make unsubstantiated medical claims that violate advertising regulations.

Compliance Integration Protects Promotional Activities

HIPAA authorization procedures, business associate agreements with promotional vendors, and state advertising law compliance must be woven throughout every aspect of promotional planning. Healthcare marketing plan development includes legal review processes, privacy impact assessments, and staff training protocols to prevent violations.

Documentation requirements for promotional activities include consent forms, vendor contracts, and approval workflows that demonstrate compliance with healthcare privacy laws. Practices without proper documentation face significant penalties when regulatory investigations uncover promotional activities that violate patient privacy protections.

Community Outreach Builds Local Patient Relationships

Health fairs, educational seminars, and community partnerships create opportunities for practices to connect with potential patients through face-to-face interactions. These activities require planning to ensure patient privacy protection while maximizing promotional impact through relationship building and trust development.

Referral programs with other healthcare providers, local businesses, and community organizations can generate new patient leads when structured appropriately. Any financial incentives for referrals must comply with healthcare fraud and abuse laws to avoid legal complications.

Performance Measurement Guides Strategy Optimization

Patient acquisition metrics, appointment conversion rates, and promotional channel effectiveness data help practices evaluate their promotional success and adjust strategies accordingly. Healthcare marketing plan implementation includes tracking systems for website traffic, phone inquiries, and new patient appointments generated by different promotional activities.

Return on investment calculations compare promotional spending with revenue generated from new patients to determine which activities provide the best financial results. Practices use this data to reallocate budgets toward high-performing promotional channels while eliminating ineffective strategies.

Implementation Timeline

Monthly promotional calendars coordinate campaign launches, content publication schedules, and community event participation to maximize promotional impact while avoiding resource conflicts. Healthcare marketing plan execution requires detailed project management to ensure all activities launch on schedule and within budget constraints. Seasonal considerations including flu shot campaigns, wellness check promotions, and holiday health messaging opportunities require advance planning to capitalize on increased patient interest during specific time periods. Practices that plan these campaigns well in advance may achieve better results than those that react to opportunities without preparation.

HIPAA Marketing Rule

What Does the HIPAA Marketing Rule Require?

The HIPAA marketing rule prohibits healthcare organizations from using protected health information for promotional communications without written patient authorization, defining promotional activities as communications that encourage patients to purchase products or services with financial benefit to the sender. Organizations can send treatment-related communications, appointment reminders, and health plan benefit descriptions without authorization, but any communication promoting third-party products, paid services, or revenue-generating activities requires explicit patient consent through properly executed authorization forms.

Healthcare providers regularly find themselves struggling with acceptable patient education and prohibited promotional activities. A simple newsletter about diabetes management becomes problematic when it includes advertisements for glucose monitors or pharmaceutical products that generate revenue for the practice.

The HIPAA Marketing Rule Authorization Framework

Patient authorization documents must contain sixteen specific elements including detailed descriptions of information to be disclosed, identification of recipients, expiration dates, and explanations of revocation rights. These forms cannot be combined with other consent documents and must use plain language that patients can easily understand. Healthcare organizations face penalties when authorization forms lack required elements or contain overly broad permission language.

Patients retain the right to revoke authorization at any time, forcing organizations to immediately cease all promotional activities involving that individual’s information. Organizations cannot condition treatment, payment, enrollment, or benefits eligibility on patients providing authorization for promotional purposes, creating clear separation between healthcare services and commercial activities.

Treatment Communications Bypass Marketing Restrictions

Healthcare organizations can discuss treatment alternatives, medication options, and care coordination services without obtaining separate authorization because these communications serve legitimate healthcare purposes rather than commercial interests. Appointment scheduling, test result notifications, and prescription refill reminders fall under treatment or healthcare operations exemptions from marketing regulations.

Face-to-face communications between providers and patients about treatment options is unrestricted, even when providers receive financial benefits from recommended treatments or services. Written materials distributed during these encounters may trigger authorization requirements if they promote specific products or services beyond the immediate treatment relationship.

Financial Incentive Distinctions Shape HIPAA Marketing Rule Compliance

Communications become subject to the HIPAA marketing rule when healthcare organizations receive financial remuneration from third parties for promoting their products or services. Pharmaceutical company payments for promoting medications, medical device manufacturer incentives, or referral fees from specialty services transform otherwise acceptable communications into restricted promotional activities.

Organizations must examine their financial relationships carefully to determine when communications cross from permissible healthcare operations into restricted promotional territory. Even nominal payments or gifts from third parties can trigger marketing authorization requirements for communications that mention or promote those parties’ products or services.

Business Associate Relationships Complicate Marketing Activities

Vendors creating promotional materials, managing patient outreach campaigns, or analyzing treatment data for commercial purposes need business associate agreements before accessing PHI. These relationships are difficult if the promotional vendors also provide healthcare services or when healthcare organizations share revenue from marketing activities with their business partners.

Organizations must negotiate appropriate contractual protections and ensure vendors understand their obligations under the HIPAA marketing rule before beginning any collaborative promotional activities. Liability for vendor violations remains with the covered entity, making careful partner selection and monitoring essential for maintaining compliance.

Digital Platforms & Modern Marketing Compliance Challenges

Social media advertising, email campaigns, and online retargeting involve sharing patient information with technology platforms that lack appropriate privacy protections. Healthcare organizations cannot upload patient contact lists, demographic details, or treatment information to advertising platforms without proper authorization and business associate agreements covering those platforms.

Website analytics, social media pixels, and advertising tracking technologies may inadvertently capture and transmit PHI to third-party platforms without appropriate protections. Organizations need controls to prevent accidental information sharing while still enabling effective digital marketing activities within compliance boundaries.

Enforcement Penalties Reflect Serious Violation Consequences

Recent Office for Civil Rights enforcement actions have resulted in multi-million dollar settlements for organizations that used patient information in marketing materials without authorization or shared PHI with advertising vendors without appropriate agreements. These cases highlight increasing federal scrutiny of healthcare promotional activities and willingness to impose substantial financial penalties.

Violations may stem from seemingly innocent activities like patient newsletters, social media posts, or website testimonials that inadvertently disclosed PHI without proper authorization. Organizations discover that good intentions cannot shield them from penalties when their marketing activities violate patient privacy protections under the HIPAA marketing rule.

Compliance Programs Minimize Violation Risks

Healthcare organizations benefit from establishing clear review processes for all promotional materials and patient communications before distribution. Designated privacy personnel can evaluate whether proposed communications require authorization, involve business associate relationships, or create other compliance risks under marketing regulations.

Staff training helps employees recognize the difference between permissible healthcare communications and restricted marketing activities. Education updates keep pace with new promotional channels, emerging technology platforms, and evolving interpretations of the rule’s requirements within changing healthcare and advertising landscapes.

explanation of benefits

Why Healthcare Insurers Should Send Explanation of Benefits Statements Via Email

Explanation of Benefits statements or EOBs are mission-critical communications for health insurers because they ensure transparency, help detect billing errors or fraud, and most importantly, keep patients informed about their benefits and related payments.

 

However, the most conventional method of sending out EoBs, traditional mail, has several drawbacks that can prevent important information about healthcare coverage from reaching the intended recipient. This can leave policyholders in the dark about their healthcare coverage, which can lead to confusion and dissatisfaction with their insurance provider when they receive an unexpected medical bill. This can also drive up inbound calls into your claims department or contact center.

 

Because Explanation of Benefits statements contain the protected health information (PHI) of policyholders, insurers are bound by HIPAA (the Health Insurance Portability and Accountability Act) regulations to ensure their secure delivery. Consequently, the risks inherent to sending paper EoB statements in the mail not only have security implications but also potential consequences for non-compliance.

 

With all this in mind, this post discusses why healthcare insurers should send EoBs to their policyholders via secure email instead of traditional mail. We detail the various benefits of making the switch to electronic EoBs, which include enhanced security, better adherence to compliance regulations, and the opportunity to save millions of dollars per month.

 

Protecting Patient Privacy

The primary reason that insurance companies should shift to email EoBs as opposed to traditional mail is that it’s far more secure. Sending an EoB via email drastically decreases the risk of protected health information (PHI) getting into the wrong hands. When sent in paper form by mail, an EoB could be:

 

  • Lost, stolen or damaged in transit
  • Delivered to the wrong address
  • Not properly deposited in a letter or mailbox, then stolen
  • Intercepted within the intended address by another individual who lives at or has access to the residence. 

As detailed later in this post, email also allows for various controls and processes, which mitigate the risks of unsuccessful message delivery.

 

Most importantly, secure email provides data encryption, which safeguards the sensitive patient data within EoBs during transmission and when stored by rendering it unreadable to malicious actors who might intercept it. Physical mail, in contrast, offers no such protection, as someone who intercepts a paper EoB form can simply open it and freely read its contents.

 

Finally, secure email delivery platforms feature identity verification and access controls that enable healthcare insurers to restrict access to PHI to authorized personnel, limiting its exposure. They also provide auditing capabilities to track access to patient data, and quickly identify the source of security breaches.

HIPAA Compliance Benefits

Because sending an Explanation of Benefits statement via email is more secure, and better protects any patient data contained within them, this also reduces the risk of HIPAA compliance violations.

 

First and foremost, HIPAA regulations mandate that communications containing PHI, such as EoBs, must securely reach the intended recipient. By eliminating the risk of physical interception or non-delivery, and the compliance violations from a resulting security breach, insurers can better adhere to HIPAA regulations using email for sending EOBs. On a similar note, the security features built into a HIPAA compliant email platform, such as encryption, access controls, and audit logs, help insurers to satisfy the requirements of HIPAA’s Privacy and Security Rules in their compliance efforts.

 

Another considerable benefit of using secure email to send policyholders their EoBs, or, in fact, any communication containing PHI, is that it’s far easier to implement breach notification protocols. Email delivery platforms provide real-time tracking, so companies can pinpoint email message failures quickly and act accordingly. Similarly, intrusion detection systems and other cybersecurity measures that support email systems can enable faster detection and containment of data breaches.

 

In stark contrast, physical mail is far more difficult to track – and even those limited capabilities are reserved for more expensive delivery options. Consequently, security breaches via mail could go unnoticed for days or even weeks. If you’re unaware of a data breach, or have not yet contained or mitigated it, you’re then unable to inform all affected parties, resulting in further HIPAA violations.

Increased Deliverability Rates

By greatly mitigating the security risks presented by physical mail, i.e., the various ways an EoB could fall into the wrong hands, sending an EoB by email increases your ability to get more EOBs into the hands of policyholders, more quickly. At the same time, policyholders can make faster decisions regarding their healthcare.

The ability to track secure email gives you greater control over EOB deliverability, as it allows organizations to determine the cause of delivery failure and can also make subsequent attempts. Additionally, the process of determining the reason for the message delivery failures can also reveal security issues; the same process, however, is very difficult to achieve with traditional mail.

 

Here’s how the typical protocol for resending a secured email goes beyond what you can do with managing traditional mail delivery:

 

  • Determine the cause of non-delivery: verify that the intended recipient information is correct and check for issues like a full email inbox or security misconfigurations. 
  • Don’t automatically resend: to avoid exposing PHI to the wrong person, confirm the intended recipient’s email address through an alternative verified channel, e.g., phone call, secure SMS, etc. 
  • Log the incident: document the delivery failure, steps taken to determine its cause, attempts, etc.
  • Reattempt message delivery: if the investigation deems it safe, attempt message redelivery with the corrected information. 

In the event that subsequent delivery attempts fail, it’s best practice to contact the individual to arrange the most convenient and secure alternative to deliver their EoBs. 

Cost Savings 

Simply put, sending Explanation of Benefits statements via email instead of traditional mail saves health insurers money – potentially lots of it. Processing EOBs from start to finish can cost health insurers one to two dollars or more per EOB. That’s a lot. The biggest opportunity for cost reduction is tied to the money saved on printing and mailing paper EoB statements. Additionally, the cost of administering the delivery of EoB forms, ensuring their delivery, etc., is lowered when it’s done electronically. Not to mention, resending EoBs in the event of their non-delivery is much easier and cheaper via email.

 

In a broader sense, increasing the deliverability and the success rate of sending EoBs helps a larger number of policyholders better understand the details of their insurance coverage, i.e., how it works, which services and procedures it covers, etc. As a result of their policyholders being more informed, insurers won’t spend as much time explaining policy details and cost breakdowns to their members, allowing them to divert the otherwise required resources to other areas of the business.  

Reduced Carbon Footprint

Finally, it’s difficult to highlight the benefits of sending EoBs to policyholders by email without recognizing the positive environmental impact, too. Email EoBs cut down on paper, for both the forms themselves and the envelopes they’re mailed in. Then there’s the matter of the electricity and ink involved in printing them, the emissions produced in their delivery, etc. Opting to send EoBs via email reduces all these factors, which enables healthcare organizations to lower their carbon footprint and, where applicable, meet their sustainability obligations or goals. 

Deliver EoBs More Securely, Reliably, and at Lower Cost with LuxSci

LuxSci’s Secure High Volume Email Solution enables healthcare insurance companies to instantly send Explanation of Benefits statements to policyholders at a massive scale, extending into hundreds of thousands or millions per month.

 

Our HIPAA compliant email delivery platform features:

 

  • Dedicated IPs that isolate critical transactional messages, such as EoBs, from other email traffic, allowing LuxSci customers to reach deliverability rates of 98% or more. 
  • Real-time tracking for determining the delivery status of EoBs, as well as troubleshooting unsuccessful delivery attempts.
  • Flexible encryption through LuxSci’s proprietary SecureLine Technology, which automatically adjusts encryption settings according to the recipient to better ensure the protection of sensitive data.

Contact us today to learn more about how your organization can begin the transition to electronic EoBs.

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Explanation of Benefits

What are the Three Levels of Patient Engagement?

Patient engagement occurs across three levels: consultation, involvement, and partnership. These progressive levels describe how patients interact with healthcare systems and participate in their care decisions. Healthcare organizations design communication strategies, technologies, and care models to move patients through these engagement levels, ultimately improving health outcomes and patient satisfaction while reducing costs.

The Consultation Level of Patient Engagement

The consultation level marks the starting point for patient engagement in most healthcare settings. At this level, patients receive information about their health conditions and treatment options from healthcare providers. Communication flows primarily from provider to patient, with limited opportunity for patient input. Patients ask basic questions about their care but generally follow provider recommendations without substantial discussion. Healthcare organizations implement patient portals and educational materials to support information sharing at this level. Appointment reminders and basic health tracking tools help patients follow prescribed care plans. The consultation level of patient engagement meets minimum standards for informed consent but doesn’t fully utilize patient knowledge and capabilities in the care process.

The Involvement Level of Patient Engagement

As patients move to the involvement level of engagement, they become more active participants in their healthcare decisions. Providers seek patient input about preferences and priorities when developing treatment plans. Patients regularly track health metrics and report symptoms between appointments using digital tools and paper logs. Care teams establish two-way communication channels through secure messaging and follow-up calls. Patients receive education about their conditions that enables them to make more informed choices about treatment options. Healthcare organizations measure involvement through metrics like patient portal usage, appointment attendance, and treatment plan adherence. The involvement level of patient engagement creates more personalized care experiences while improving clinical outcomes through better treatment adherence and earlier problem identification.

The Partnership Level of Patient Engagement

The partnership level is the most advanced form of patient engagement, where patients function as true collaborators with their healthcare team. Patients and providers make decisions jointly, with providers offering medical expertise while respecting patient values and preferences. Care planning becomes a shared activity with mutually established goals and responsibilities. Patients access and contribute to their health records, adding context to clinical data. Healthcare organizations include patient advisors in program development and quality improvement initiatives. Technology platforms support robust data sharing between patients and providers, integrating patient-generated health data with clinical systems. The partnership level of patient engagement transforms the traditional healthcare hierarchy into a collaborative relationship that recognizes patients’ expertise about their own health experiences.

Factors Influencing Patient Engagement Levels

Several factors determine which level of patient engagement an individual can achieve at any given time. Health literacy affects patients’ ability to understand medical information and participate in decision-making. Cultural backgrounds influence expectations about patient-provider relationships and appropriate levels of involvement. Digital access and technology skills impact how effectively patients can use engagement tools. Chronic conditions often motivate higher engagement levels as patients develop expertise managing long-term health issues. Healthcare system design either facilitates or creates barriers to engagement through appointment scheduling, communication policies, and information accessibility. Provider communication styles and willingness to share decision-making power affect how comfortable patients feel increasing their engagement level.

Measuring Patient Engagement Across Levels

Healthcare organizations use various metrics to assess patient engagement at each level. Survey tools like the Patient Activation Measure (PAM) quantify patients’ knowledge, skills, and confidence in managing their health. Digital platform analytics track how patients interact with portals, mobile apps, and communication tools. Care plan adherence rates indicate how actively patients follow recommended treatments and lifestyle changes. Patient-reported outcome measures capture health improvements resulting from engagement activities. Healthcare utilization patterns often shift as engagement levels increase, with fewer emergency visits and more appropriate preventive care. These measurement approaches help organizations track progress in their patient engagement initiatives and identify areas needing improvement.

Strategies for Advancing Patient Engagement

Healthcare organizations implement targeted strategies to help patients advance through engagement levels. Communication training for clinical staff develops skills in shared decision-making and patient activation. Technology selection focuses on tools accessible to diverse patient populations with varying digital literacy. Care team redesign creates roles dedicated to patient education and self-management support. Process improvements reduce barriers to engagement by simplifying scheduling, communication, and information access. Population segmentation allows for personalised engagement approaches based on patient characteristics and needs. Incentive structures for both providers and patients reward activities that increase engagement levels. Through these strategic approaches, healthcare organizations create environments where patients can progress toward more active participation in their healthcare.

Benefits of Advancing Patient Engagement Levels

Moving patients to higher engagement levels creates substantial benefits for individuals and healthcare systems. Patients experience improved health outcomes as they become more knowledgeable and confident managing their conditions. Clinical quality measures improve through better treatment adherence and more effective care planning. Healthcare costs often decrease with reductions in unnecessary services and better chronic disease management. Patient satisfaction increases when care aligns more closely with individual preferences and priorities. Provider satisfaction improves through more productive interactions and shared responsibility for health outcomes. Healthcare organizations that successfully advance patient engagement across all three levels position themselves for success in value-based payment models that reward better outcomes and patient experiences.

encrypted email transmission

Is the Email Encrypted? How to Tell if an Email is Transmitted Using TLS

SMTP TLS encryption is popular because it provides adequate data protection without creating a complicated user experience for email recipients. Sometimes, though, the experience is too seamless, and recipients may wonder if the message was protected at all.

Luckily, there is a way to tell if an email was encrypted using TLS. To see if a message was sent securely, we can look at the raw headers of the email. However, it requires some knowledge and experience to understand the text. It is actually easier to tell if a recipient’s server supports TLS than to tell if a particular message was securely transmitted.

To analyze a message for transmission security, we will look at an example email message sent from Hotmail to LuxSci. We will explain what to look for when decoding the message headers and how to tell if the email was transmitted using TLS encryption.

An Example Email Message

First, we must understand how an email message typically travels through several machines on its way from the sender to the recipient. Roughly speaking:

  1. The sender’s computer talks to the sender’s email or WebMail server to upload the message.
  2. The sender’s email or WebMail server then talks to the recipient’s inbound email server and transmits the message to them.
  3. Finally, the recipient downloads the message from their email server.

It is step 2 that people are most concerned about when trying to understand if their email message is transmitted securely. They usually assume or check that everything is secure and OK at the two ends. Indeed, most users who need to can take steps to ensure that they are using SSL-enabled WebMail or POP/IMAP/SMTP/Exchange services so that steps 1 and 3 are secure. The intermediate step, where the email is transmitted between two different providers, is where messages may be sent insecurely.

To determine if the message was transmitted securely between the sender’s and recipient’s servers (over TLS), we need to extract the “Received” header lines from the received email message. If you look at the source of the email message, the lines at the top start with “Received.” Let’s look at an example message from a Hotmail user below. The email addresses, IPs, and other information are obviously fake.

LuxSci:

The Outlook email was sent to a LuxSci user. The Received headers appear in reverse chronological order, starting with the server that touched the message last. Therefore, in this example, we see the LuxSci servers first.

Received: from abc.luxsci.com ([1.1.1.1])
	by def.luxsci.com (8.14.4/8.13.8) with ESMTP id r7JEfLgH003867
	(version=TLSv1/SSLv3 cipher=DHE-RSA-AES256-SHA bits=256 verify=NOT)
	for <user-xyz@def.luxsci.com>; Mon, 19 Aug 2019 10:41:21 -0400
Received: from abc.luxsci.com (localhost.localdomain [127.0.0.1])
	by abc.luxsci.com (8.14.4/8.13.8) with ESMTP id r7JEfK0Z030182
	for <user-xyz@def.luxsci.com>; Mon, 19 Aug 2019 09:41:20 -0500
Received: (from mail@localhost)
	by abc.luxsci.com (8.14.4/8.13.8/Submit) id r7JEfKXD030178
	for user-xyz@def.luxsci.com; Mon, 19 Aug 2019 09:41:20 -0500
Received: from dispatch1-us1.ppe-hosted.com (dispatch1-us1.ppe-hosted.com [2.2.2.2])
	by abc.luxsci.com (8.14.4/8.13.8) with ESMTP id r7JEfIkK030002
	(version=TLSv1/SSLv3 cipher=DHE-RSA-AES256-SHA bits=256 verify=NOT)
	for <someone@luxsci.net>; Mon, 19 Aug 2019 09:41:19 -0500

Proofpoint:

LuxSci uses an email filtering service, Proofpoint. Messages reach Proofpoint’s servers before being delivered to LuxSci. Here’s what their servers report about the email transmission:

Received: from unknown [65.54.190.216] (EHLO bay0-omc4-s14.bay0.hotmail.com)
	by dispatch1-us1.ppe-hosted.com.ppe-hosted.com
        (envelope-from <someone@hotmail.com>);
	Mon, 19 Aug 2019 08:41:18 -0600 (MDT)

Outlook:

And finally, here’s what we see from Oultook’s server.

Received: from BAY403-EAS373 ([65.54.190.199]) by bay0-omc4-s14.bay0.outlook.com
       with Microsoft SMTPSVC(6.0.3790.4675); 
       Mon, 19 Aug 2019 07:41:19 -0700

How to Use Received Message Headers to Tell if the Email is Encrypted

The message headers contain information that can help us determine if an email is encrypted. Here are a few helpful notes to help you decode the text:

  1. We said this above, but the message headers appear in reverse chronological order. The first one listed shows the last server that touched the message; the last one is the first server that touched it (typically the sending server).
  2. Each Received line documents what a server did and when.
  3. There are three sets of servers involved in this example: one machine at Hotmail, one machine at Proofpoint, where our Premium Email Filtering takes place, and some machines at LuxSci, where final acceptance of the message and subsequent delivery happened.

Presumably, the processing of email within each provider is secure. The place to be concerned about is the hand-offs between Hotmail and Proofpoint and between Proofpoint and LuxSci, as these are the big hops across the internet between providers.

In the line where LuxSci accepts the message from Proofpoint, we see:

(version=TLSv1/SSLv3 cipher=DHE-RSA-AES256-SHA bits=256 verify=NOT)

This section, typical of most email servers running “sendmail” with TLS support, indicates that the message was encrypted during transport with TLS using 256-bit AES encryption. (“Verify=not” means that LuxSci did not ask Proofpoint for a second SSL client certificate to verify itself, as that is not usually needed or required for SMTP TLS to work correctly). Also, “TLSv1/SSLv3” is a tag that means that “Some version of SSL or TLS was used;” it does not mean that it was SSL v3 or TLS v1.0. It could have been TLS v1.2 or TLS v1.3.

So, the hop between Proofpoint and LuxSci was locked down and secure. What about the hop between Hotmail and Proofpoint? The Proofpoint server’s Received line makes no note of security at all! This means that the email message was probably not encrypted during this step.

Hotmail either did not support opportunistic TLS encryption for outbound emails, or Proofpoint did not support receipt of messages over TLS, and thus, TLS could not be used. With additional context, you can know which server supports TLS and which does not.

In this case, we know that Proofpoint supports inbound TLS encryption. In fact, from another example message where LuxSci sent a message to Proofpoint, we see the Received line:

Received: from unknown [44.44.44.44] (EHLO wgh.luxsci.com)
	by dispatch1-us1.ppe-hosted.com.ppe-hosted.com
        (using TLSv1.2 with cipher ECDHE-RSA-AES256-GCM-SHA384 (256/256 bits))
	with ESMTP id b-022.p01c11m003.ppe-hosted.com
        (envelope-from <from@domain.com>);
	Mon, 02 Feb 2009 19:28:27 -0700 (MST)

The red text makes it clear that the message was indeed encrypted. Based on the additional context, we can deduce that the Hotmail sending server did not securely transmit the email using TLS.

How To Tell if an Email is Encrypted With TLS

  1. When analyzing your message headers, consider the following items to determine if the email is encrypted:
    1. The receiving server will log what kind of encryption, if any, was used in receiving the message in the headers.
    2. Different email servers use different formats and syntax to display the encryption used. Look for keywords like “SSL,” “TLS,” and “Encryption,” which will signify this information.
    3. Not all servers will record the use of encryption. While LuxSci has always logged encryption use, not every email service provider does. It is possible to use TLS encryption and not log it. Sometimes, there is no way to tell from the headers if a message is encrypted if it is not logged.
    4. Messages passed between servers at the same provider do not necessarily need TLS encryption to be secure. For example, LuxSci has back-channel private network connections between many servers so that information can be securely passed between them without SMTP TLS. So, the lack of TLS usage between two servers does not mean the transmission between them was “insecure.” You may also see multiple received lines listing the same server: the server passes the message between different processes within itself. This communication also does not need to be TLS encrypted.
    5. If you are a LuxSci customer, you can view online email delivery reports to see if TLS was used for any particular message. We record the kind of encryption in the delivery reports, so it’s easy to see which emails were encrypted.

How can you Ensure Emails Are Securely Transmitted?

With some servers not recording TLS in message headers, how can you determine if a message was transmitted securely from sender to recipient?

To answer this question accurately, you must understand the properties, servers, and networks involved. It may be easy to determine that the message was transmitted securely if included in the header information. However, the absence of information does not necessarily mean the message was insecurely transmitted. You can only know this if you know what each system’s servers record.

In our example of a message from Hotmail to LuxSci, you need to know that:

  1. Proofpoint and LuxSci will always log the use of TLS in the headers. We can infer that the Hotmail to Proofpoint transmission was not secure as nothing was recorded there.
  2. The transmission of messages within LuxSci’s infrastructure is secure due to private back channel transmissions. So, even though there is no mention of TLS in every Received line after LuxSci accepts the message from Proofpoint (in this example), transferring the messages between servers in LuxSci is as secure as using TLS. Also, the same server can add multiple received lines as it talks to itself. Generally, these hand-offs on the same server will not use TLS, as there is no need. In the LuxSci example, we see this as “abc.luxsci.com” adds several headers.
  3. We don’t know anything about Hotmail’s email servers, so we don’t know how secure the initial transmissions within their network are. However, since we know they did not securely transmit the message to Proofpoint, we are not confident that the transmissions and processing within Hotmail (which may have gone unrecorded) were secure.

Was the email message sent and received using encryption?

We skipped steps 1 and 3 and focused on step 2 – the transmission between servers. Steps 1 and 3 are equally, if not more, necessary. Why? Because eavesdropping on the internet between ISPs is less of a problem than eavesdropping near the sender and recipient (i.e., in their workplace or local wireless hotspot). So, it’s essential to ensure messages are sent securely and received securely. This means:

  • Sending: Use SMTP over SSL or TLS when sending messages from an email client or use WebMail over a secure connection (HTTPS).
  • Receiving: Ensure your POP or IMAP connection is secured via SSL or TLS. If using WebMail to read your email, be sure it is over a secure connection (HTTPS).
  • WebMail: There is generally no record in the email headers to indicate if a message sent using WebMail was transmitted from the end-user to WebMail over a secure connection (SSL/HTTPS).

You can typically control one side and ensure it is secure; you can’t control the other without taking extra steps. So, what can you do to ensure your message is secure even if it might not be transmitted with encryption or if the recipient tries to access it insecurely?

You could use end-to-end email encryption (like PGP or S/MIME, which are included in SecureLine) or a secure web portal that doesn’t require the recipient to install or set up anything to get your secure email message. These methods meet HIPAA and other regulatory compliance requirements for secure data transmission and provide complete confidence that the message will be sent and received securely.

LuxSci’s SecureLine offers flexible encryption options, including TLS, secure web portal, PGP, and S/MIME. Its dynamic capabilities can determine what types of encryption the recipient’s server supports to ensure your emails are always sent securely. Contact our team today to learn more about how to secure your emails.

HIPAA Compliant

Is GoDaddy HIPAA Compliant?

GoDaddy hosting services are not HIPAA compliant by default, as the company does not offer Business Associate Agreements (BAAs) for its standard hosting plans, which prevents healthcare organizations from legally storing protected health information on these platforms. While GoDaddy provides security features like SSL certificates and malware scanning, these measures alone do not meet the requirements for HIPAA compliance. Healthcare organizations need hosting providers that specifically support healthcare regulatory requirements.

GoDaddy’s Standard Hosting Services

GoDaddy’s regular web hosting packages lack several elements needed for HIPAA compliance. These plans typically use shared server environments where multiple websites operate on the same physical hardware, creating potential data separation issues. The standard backup systems do not guarantee the encryption required for protected health information. User access controls in basic hosting plans lack the detailed permission settings and authentication measures that HIPAA demands. GoDaddy’s terms of service for regular hosting plans do not address healthcare data requirements or regulatory protections. Healthcare organizations often mistakenly assume that adding SSL certificates to GoDaddy hosting creates HIPAA compliance.

Business Associate Agreement Availability

Healthcare organizations must obtain a Business Associate Agreement before using any service provider for protected health information. GoDaddy does not offer BAAs for its standard shared, VPS, or dedicated hosting services. Without this agreement, healthcare providers cannot legally store patient information on GoDaddy platforms regardless of added security measures. The company’s support documentation does not mention HIPAA compliance or BAA availability for any of its hosting products. This limitation reflects GoDaddy’s focus on general business websites rather than regulated industries with strict data protection requirements. Healthcare organizations may assume incorrectly that larger hosting providers automatically support HIPAA needs.

GoDaddy’s Security Features

GoDaddy includes certain security features that, while valuable, fall short of HIPAA requirements. SSL certificates encrypt data during transmission but don’t address storage encryption needs. Malware scanning helps protect websites from common threats but doesn’t meet the continuous monitoring standards for healthcare data. The available backup options lack guarantees about encryption or access controls for the backup files themselves. Account permissions do not provide the granular access controls needed for healthcare applications. Server update processes may not meet the timely patching requirements for systems handling sensitive information. These limitations make GoDaddy unsuitable for websites containing patient data despite its general security offerings.

HIPAA Compliant Hosting Alternatives

Healthcare organizations have several hosting alternatives that specifically address HIPAA requirements. Specialized HIPAA compliant hosting providers include appropriate security measures and offer BAAs as standard practice. These providers implement server-level encryption, detailed access logging, and physical security controls designed for healthcare data. Cloud platforms like AWS, Microsoft Azure, and Google Cloud offer HIPAA compliant configurations with available BAAs. Many healthcare-focused hosting companies provide compliance support services beyond just server space. The cost for these services usually exceeds standard GoDaddy plans but includes necessary compliance features.

Appropriate Uses for GoDaddy Services

GoDaddy hosting remains suitable for certain healthcare-related websites that don’t involve protected health information. Informational healthcare websites displaying services, provider biographies, and location details can use standard hosting. Marketing materials and educational resources without patient data fall outside HIPAA requirements. Healthcare organizations sometimes maintain separate websites—placing public information on standard hosting while keeping patient portals on HIPAA compliant platforms. This separation reduces costs while maintaining appropriate compliance for protected information. Organizations using this approach need clear policies about what information appears on which platform.

Evaluation Criteria for Hosting Services

Healthcare organizations should evaluate potential hosting providers using consistent criteria. Providers must offer Business Associate Agreements addressing their responsibilities under HIPAA. Hosting environments need encryption for data both during transmission and while stored on servers. Access controls should limit system access to authorized personnel with appropriate permissions. Audit logging capabilities must track all user activities and system events. Physical security measures for data centers should include restricted access and environmental protections. Regular security assessments help identify potential vulnerabilities. Organizations benefit from documenting their evaluation process to demonstrate due diligence in selecting HIPAA compliant hosting partners.

Email Deliverability

Why is High Email Deliverability Essential for Healthcare Companies?

With email communication playing a critical role in the customer engagement strategies of virtually every organization, high email deliverability rates are vital to success across all industries. In the healthcare sector, however, the stakes can be far higher. An undelivered email isn’t merely an inconvenience or a lost sales opportunity; it could mean a missed appointment, a delay in a prescription refill, or a failure to get a patient critical healthcare information. Or worse, the email could end up in the hands of an unintended recipient, including bad actors and cybercriminals.  

With this in mind, this post details why high email deliverability is essential for healthcare companies, as well as how your organization benefits from reliable and rapid email delivery. 

Speed and Efficiency

The primary reason that high email deliverability is crucially important to healthcare organizations is to best guarantee essential communications that directly impact an individual’s healthcare journey reach them promptly. These transactional emails can include appointment reminders, prescription renewals, product order confirmations, test results, explanation of benefits notices, payment reminders, and invoices. Administrative notifications related to software or systems that a patient might use, such as a password reset for an online portal, also fall under the category of transactional emails.

When transactional emails are delayed or fail to reach people altogether, they can compromise a patient’s ability to access care, adhere to treatment plans, stay informed on key facets of their healthcare journey, and, ultimately, achieve optimal health outcomes. 

When a patient fails to receive an expected email, such as a prescription confirmation, for example, it can leave them feeling confused and unsure of what to do next. For individuals who are sick, elderly, or managing chronic conditions, this can cause unnecessary stress, anxiety, and even compromise adherence to care plans.

In contrast, high email delivery rates create the opposite effect, helping patients get the communications and information they need. This increases their trust in your company and gives them a firmer sense of control over their healthcare journey. 

Compliance with HIPAA Regulations 

While the above point stresses the importance of reliable email delivery for the patient’s and customer’s benefit, healthcare companies also have a vested interest in ensuring communications reach the intended recipient for regulatory and patient privacy reasons.  

To comply with the Health Insurance Portability and Accountability Act (HIPAA), emails that contain sensitive patient data, i.e., electronic protected health information (ePHI), must be securely delivered to the intended recipient. If, on the other hand, a communication containing ePHI fails to reach the intended recipient patient, that represents a failure in secure communications and a potential HIPAA violation for your organization. 

After all, where did the patient’s data go? Was it delivered to the wrong person? Was it blocked by a spam filter and is left sitting unencrypted on a server somewhere?

If you can’t answer these questions, you could be exposed to a data breach, and it could result in a HIPAA violation, meaning your organization incurrs the associated consequences, including financial penalties and reputational damage. Conversely, deploying a fully HIPAA compliant email solution, such as LuxSci, supported by a dedicated infrastructure and designed for high email delivery enables your organization to include patient data in communications with confidence and ensure you messages land in the recipient’s inbox.  

Greater Levels of Personalization and Engagement

Finally, high email deliverability rates are essential for healthcare organizations because they help drive greater levels of engagement with patients and customers. Higher email deliverability means better inbox placement, leading to more emails being opened, more links being clicked, and more conversions for your communications and campaigns.

In the case of healthcare retailers, for example, this equates to converting more prospects into customers and, consequently, maximizing the ROI of email marketing campaigns, in some cases with up to 80% better results.  

While healthcare marketers, understandably, focus most of their efforts on crafting attention-grabbing headlines, personalizing the message content, and the email’s design elements, these factors are rendered irrelevant if the message fails to reach the recipient in the first place! When you take this into account, high email deliverability is a crucial component in optimizing the ROI of email communications and campaigns, and an all too often overlooked component at that. 

Get Your Copy LuxSci’s Achieving High Email Deliverability Best Practices Paper

To learn more about the importance and value of high email deliverability for healthcare companies,  download your copy of LuxSci’s latest Best Practices Paper: How to Achieve High Email Deliverability in Healthcare. You’ll discover:

  • How to opitmize performance for the different types of healthcare emails.
  • Powerful strategies for increasing your company’s email deliverability rates. 
  • How small increases in email deliverability can have considerable effects on your marketing ROI 

Grab your copy of the report here, and learn how to enhance your email deliverability rates today.