Email marketing is a proven strategy for increasing engagement and education for mental health professionals. However, with the rise of digital communications alongside increased breaches, professionals must prioritize security and HIPAA compliance.
Why use email marketing
According to a study on marketing techniques in healthcare, email is a tool to promote service awareness and boost patient engagement. Experts recommend using email promotions to keep patients up to date on events, services, and guidances.
For mental health professionals, all email marketing must be HIPAA compliant to ensure patient privacy.
Step-by-step guide to HIPAA compliant email marketing
Choose a HIPAA compliant email service provider
Select an email marketing service that offers HIPAA compliant solutions. Ensure the provider:
- Encrypts emails: Emails must be encrypted if you plan to include any protected health information, such as names or diagnoses.
- Signs a business associate agreement (BAA): The email service provider should sign a BAA, outlining their responsibilities to protect PHI.
- Is easy to use: Many email providers require recipients to open external browsers, which can reduce the open rate. Instead, opt for a service provider like Paubox that allows users to open emails without additional steps.
Obtain explicit consent
Before sending marketing emails, obtain explicit consent from patients. Use a sign-up form that clearly explains how their email addresses will be used and ensures they agree to receive marketing communications.
Implement strong security measures
Ensure robust security measures to protect patient information:
- Strong passwords: Use complex passwords that include a range of numbers, letters, and symbols.
- Access controls: Limit access to email marketing systems to authorized personnel only.
Include opt-out options
Provide an easy way for recipients to opt out of receiving future emails. Include a clear unsubscribe link in every email to comply with HIPAA and general email marketing best practices.
Train staff
Ensure all staff involved in email marketing are trained on HIPAA regulations and the importance of protecting patient privacy.
Monitor and audit compliance
Regularly review and update email marketing practices to ensure compliance with HIPAA regulations. Update policies and procedures as needed.
See also: HIPAA compliant email marketing: What you need to know
Best practices for HIPAA compliant email marketing
- Segment your email list: Segment your email list based on patient preferences to send targeted content.
- Use secure links: If you need to share sensitive information, use secure, encrypted links that require authentication.
- Craft clear and concise content: Keep your email relevant and focused, providing value or education to your audience.
- Maintain documentation: Keep detailed records of consent forms, BAAs, and audit logs to demonstrate compliance in case of an investigation.
FAQs
What should I look for in a HIPAA compliant email service provider?
A HIPAA compliant email service provider should sign a business associate agreement, encrypt emails, and be easy for recipients to view.
What security measures should I implement for HIPAA compliant email marketing?
Make sure you:
- Use strong, complex passwords.
- Limit access to email marketing systems to authorized personnel only.
- Encrypt every email.
- Conduct regular security audits and training sessions.
Tshedimoso Makhene
