Using HIPAA compliant emails protects patient data and gives healthcare organizations a competitive differentiator, attracting new patients and business partners.
Why data privacy matters more than ever
Data privacy is now an inherent expectation. A PwC survey found that “86% of consumers said they consider it a company's responsibility to protect their data." In comparison, “67% said they feel like they have little control over the data used by a company”.
Based on these results, there is a disparity between what consumers expect and whether they trust a business.
Today, patients are getting savvier where “85% of consumers wish there were more companies they could trust with their data”. In the medical industry, where patient information is most vulnerable, providers must use HIPAA compliant communications to set them apart from competitors and give patients the assurance they need.
How HIPAA compliance improves trust
Healthcare providers must adhere to the Health Insurance Portability and Accountability Act (HIPAA) standards for safeguarding patients’ protected health information (PHI).
More specifically, healthcare providers must use a HIPAA compliant email solution to encrypt communications involving PHI, making it secure and limiting accessibility to only authorized personnel.
Providers who invest in HIPAA compliant email solutions, like Paubox, take data protection seriously. These solutions keep providers on the right side of the law and reassure the patients who have trusted them with their personal information.
Organizations that make security a priority are “able to tell [their] patients that [they’re] a fully HIPAA compliant organization [setting them] apart from [their] competitors, build loyalty, and give you an edge over those who aren't compliant.”
Furthermore, “HIPAA compliance winds up being a low-cost way of securing [the] company's reputation and helping you to stand out from other healthcare organizations."
Maintaining patient loyalty
When patients are assured that their data is safe, they will be more trusting and loyal to that provider. PwC explains, “If consumers are staying loyal to breach-affected businesses, it’s not because they don’t care about privacy. It’s because they think they have no choice.”
Specifically, “52% of global consumers say they would leave the platforms they now frequent for one that better protects their data.” So, if a competitor offers superior data security practices, patients will switch to the competitor who protects their data.
How to market HIPAA Compliance
Mention data security in marketing emails
Clearly indicate your commitment to HIPAA compliance in HIPAA compliant email marketing. Mention specific steps like encrypted communication and data protection policy.
Transparency
PwC found that 44% of consumers wanted transparency and prompt action following a data breach, while 39% wanted to know how personal data was used. So, keep patients informed about how the organization safeguards PHI with regular email newsletters or by posting updates on the company website.
Show a commitment to patient privacy
Discuss how employees are regularly trained on HIPAA and how systems have been upgraded to protect against breaches.
Mention compliance partnerships
Let patients know when using a HIPAA compliant solution, like Paubox, so they rest assured that the organization and its business associates take accountability for patient privacy.
React quickly and openly during a breach
If a breach occurs, have an incident response plan that sends immediate notifications to the patients about efforts to resolve the threat and provide them with resources for protecting their PHI.
Go deeper: What is a HIPAA data breach response plan?
FAQs
What kind of information does HIPAA protect?
HIPAA safeguards protected health information (PHI), which includes any information that can identify a patient and relates to their health condition or treatment.
See also: Communications that must remain HIPAA compliant
What are the legal risks of not being HIPAA compliant?
Legal risks include potential lawsuits from affected individuals and the associated costs of settlements, legal fees, and damage to reputation.
What is a data breach?
A breach occurs when an unauthorized party gains access, uses or discloses protected health information (PHI) without permission. Breaches include hacking, losing a device containing PHI, or sharing information with unauthorized individuals.
