HIPAA compliant emails and text messages allow personalized, accessible, and technology-forward communications to meet the expectations of millennials while securing their protected health information (PHI).
Understanding millennials’ expectations
Accenture’s Healthcare experience: ‘The difference between loyalty and leaving’ states “access, ease of doing business, digital engagement and trust are non-negotiable when it comes to creating health experiences that meet consumers’ experience expectations.”
Furthermore, “younger generations are nearly six times more likely to switch providers than older people are [and] younger generations increasingly value experience factors like customer service, convenience and trust over price when selecting a health insurance plan.”
millennials, born between 1981 and 1996, are at the forefront of the digital revolution, heavily relying on technology for their everyday needs, including healthcare. Accenture also found that “millennials are three to five times more likely to value these factors than older adults when selecting an insurance plan… [where] 21% of millennials have switched plans “to get a customer service and solution via digital/mobile interactions.”
A study on patient experience in the digital age explains, “millennials, who want quick answers and instant gratification, will continue to rely heavily on technology to address their healthcare needs.”
This generation values convenience, efficiency, and personalized experiences, expecting healthcare services to be easily accessible and user-friendly. As a result, healthcare providers must adapt by offering HIPAA compliant emails and texts to meet millennials' expectations.
Related: The cross-generational use of email in healthcare
HIPAA compliant emails and texts
HIPAA compliance ensures that all communication containing protected health information (PHI) adheres to privacy and security standards. So, providers must use a HIPAA compliant platform, like Paubox, for emails and text messages. These platforms offer data encryption, secure access controls, and audit trails to prevent unauthorized access to PHI, mitigating the risk of potential breaches. Furthermore, providers can use automation and tracking to tailor the content to meet preferences and measure engagement levels.
Creating engaging HIPAA compliant emails and texts
Personalization
Providers can personalize HIPAA compliant emails and texts based on the recipient's previous interactions. For example, if a millennial has attended a nutrition workshop, the provider could send targeted emails or texts with healthy recipe ideas or exercise tips. This personalization addresses the individual's interests and promotes engagement without compromising PHI.
Optimize for mobile
millennials are predominantly mobile users, so digital communications must be optimized for mobile devices. This means short, concise messages that are easy to read on the go, with clear calls-to-action. For example, a healthcare clinic can send short HIPAA compliant texts with appointment reminders with clear instructions to confirm or reschedule.
Educate and inform
Providers can use HIPAA compliant emails or texts to send health tips, new services, and innovations in healthcare that align with millennials’ interests and life stages. For example, sending emails or texts with informative articles or infographics about the benefits of mental health screenings and how they contribute to overall well-being.
Interactive and visual content
Providers can incorporate interactive elements like polls or quizzes to make digital communications more engaging. Additionally, providers must ensure that external content links are secure and respect privacy concerns.
For example, providers can create a quiz with multiple-choice questions about common triggers such as stress, caffeine, and certain foods. After completing the quiz, participants could receive personalized feedback based on their answers, with tips for managing their specific triggers.
Regular updates on privacy practices
If a provider updates their privacy policy, they can send out emails or texts to all patients, including millennials, informing them about the changes and how they impact their privacy. This can help patients make informed decisions about their personal information, promoting the transparency millennials expect from their providers.
Feedback mechanisms
Providers can collect feedback from millennials using HIPAA compliant forms. For example, if a provider sends out a monthly newsletter, they can include a survey where recipients can provide feedback on the content, format, and overall satisfaction. The survey feedback can then be used to continuously improve their communication efforts.
FAQs
Can providers personalize emails and texts and remain HIPAA compliant?
Yes, can personalize emails and texts by using a HIPAA compliant platform, like Paubox, addressing specific patient needs while safeguarding patients’ protected health information (PHI).
Can HIPAA compliant emails and text messages be automated?
Yes, providers can automate HIPAA compliant emails and texts to streamline and optimize communication processes. For example, sending appointment reminders, delivering test results, or providing educational content to patients.
Can HIPAA compliant emails and texts be used to promote preventive care among millennials?
Yes, providers can use HIPAA compliant emails and texts to deliver personalized health reminders, track health metrics, and provide access to preventive care resources like wellness programs, screenings, and vaccinations.
