Provider organizations must assess patient engagement metrics and implement targeted strategies to improve their HIPAA compliant emails and, ultimately, patient-centered communication.

HIPAA compliant email marketing

Providers can use email marketing campaigns to effectively communicate with patients, promote services, and cost-effectively increase brand awareness.

DemandForce states “…email marketing revenue will reach $17.9 billion by 2027, with a compound annual growth rate of 13.3%. So it shouldn’t come as a surprise that many businesses, even in the healthcare industry, use email marketing to achieve meaningful engagement. In fact, 37% of the companies have increased their email budgets, signifying the importance of email marketing.”

So, if a provider organization has a strategic email marketing campaign, they must track their metrics to find out how to improve patient communication.

Patient engagement metrics

According to Access, “Measuring patient engagement is done through a variety of methods. Patient engagement metrics include: 

• Surveys
• Questionnaires
• Interviews
• Data analysis 

These patient engagement types are applied to the patient experience and patient feedback, but also the performance of emails sent out to patients… and the overall activity of a patient within the healthcare system.”

Furthermore, “healthcare software and email programs can be used to extrapolate data and statistics about performance, namely the rate of interaction between the patient and the document. For emails, this will typically entail the open rate of actually looking at the email, as well as the click-through rate (CTR) should links be opened, and then perhaps the Report Spam numbers.”

Ultimately, these metrics provide insights into how patients engage with healthcare communications and can help providers gauge the effectiveness of their outreach efforts. 

Which metrics can be assessed?

1. Message open rates: Providers can measure the percentage of text messages patients open to determine the effectiveness of communication strategies. So, high open rates would indicate active engagement and interest in the communication content.

2. Response rates: Providers can check the proportion of messages that patients respond to. A higher response rate suggests effective communication and patient responsiveness.

3. Response times: Providers can check the time it takes for patients to respond to messages to assess the effectiveness of communication strategies. Additionally, tracking response times can help providers identify areas for improvement and tailor their communication to better meet patient needs.

4. Appointment confirmation rates: Track the percentage of patients who confirm or reschedule appointments via text messaging. Higher confirmation rates streamline appointment management and reduce no-shows.

5. Health education engagement: Providers can also assess patient engagement with educational content delivered via text messaging, including health tips, reminders for preventive screenings, or medication adherence prompts.

Strategies for assessing patient engagement

Establish baseline metrics

According to DemandForce, “The average open rate for the healthcare industry is 21%.” Providers can start by establishing baseline metrics for patient engagement, like email open rates, click-through rates, and appointment confirmations. This will help track progress and identify areas for improvement in patient communication strategies. 

Segmentation and targeting

Segment patients based on demographics, health conditions, or engagement preferences to tailor text messaging content effectively. Ultimately, sending targeted emails increases relevance and engagement among specific patient groups.

A/B testing

Optimizely explains, “A/B testing (also known as split testing or bucket testing) is a methodology for comparing two versions of a webpage or app against each other to determine which one performs better. A/B testing is essentially an experiment where two or more variants of a page are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal.”

So, providers can conduct A/B testing to compare different messaging strategies and content formats. HIPAA compliant emails can experiment with variations in email tone, timing, and call-to-action to identify the most effective approach for driving patient engagement.

Surveys and feedback

Providers can gather patient feedback through HIPAA compliant forms or direct inquiries to gauge their satisfaction with HIPAA compliant emails. The feedback can then be used to refine messaging strategies and address any concerns.

Integration with electronic health records (EHR)

Providers can integrate HIPAA compliant platforms, like Paubox, with EHR systems to gain a comprehensive view of patient interactions and health outcomes. EHR integration facilitates data analysis and enables personalized communication based on patients' medical history and preferences.

Using analytics and reporting tools

Providers can use built-in analytics and reporting tools in HIPAA compliant texting platforms to track patient engagement metrics. These tools offer insights into message delivery, read receipts, response rates, and other key performance indicators (KPIs). Providers should regularly review analytics reports to identify trends, measure the effectiveness of communication campaigns, and make data-driven decisions to optimize patient engagement strategies.

FAQs

Should healthcare email marketing be HIPAA compliant?

Yes, providers must use a HIPAA compliant platform, like Paubox, which safeguards patients' protected health information (PHI) during email marketing to maintain patient privacy and promote effective communication.

What should providers look for in a HIPAA compliant email marketing platform?

HIPAA compliant platforms should offer encryption of protected health information (PHI), secure storage of PHI, access controls, audit trails, and mechanisms for obtaining patient consent.

What metrics can providers track to assess email marketing campaigns?

Providers can track open rates, click-through rates, response rates, unsubscribe rates, and conversion rates. Paubox provides advanced analytics that offer deeper insights into patient engagement. These analytics include data on email delivery success, message encryption status, and recipient activity, allowing providers to make data-driven decisions to optimize patient engagement while ensuring HIPAA compliance.