Email marketing is valuable for organizations across all industries to improve engagement and attract more clients. When it comes to healthcare marketing, leveraging the right email strategy can support the patient care journey.
Keep reading to learn more about the power of HIPAA compliant email marketing in improving patient outcomes.
Email campaigns help patients stay on track
Automated marketing emails can be used to send appointment confirmations and direct patients to any necessary pre-visit forms. With 90 percent of US adults using email, this approach offers a convenient response format for patients and reduces the likelihood of no-shows.
In addition, email can help ensure that patients adhere to their care plan. For example, you may send post-appointment emails that summarize the visit's main takeaways and outline the next treatment steps. Another option is letting patients know when to schedule their annual screening. Toward the end of the year, you may consider reminding patients to use their insurance benefits.
Healthcare organizations can also provide access to test results and other important records through email. This helps patients better understand their condition and make informed decisions.
It also empowers them to take a more active role in their care.
Related: Improve patient outcomes: how to improve treatment adherence and health literacy
Provide critical updates via HIPAA compliant email newsletters
Email newsletters are a great way to keep patients up-to-date on the latest process changes and introduce new services or staff members.
It is also helpful for announcing upcoming events geared toward specific patients. Some examples include classes for new parents or cancer support groups. Targeting the right people through tailored outreach can increase enrollment and create a stronger sense of community. While this type of marketing outreach is considered to contain protected health information (PHI), with HIPAA compliant email marketing like Paubox Marketing, you're able to remain HIPAA compliant.
Sending regular updates on the information your patients care about will help keep your practice top-of-mind. This ultimately leads to improved satisfaction and loyalty throughout the patient journey.
Deliver highly relevant content
Engaging patients is a crucial piece of success in healthcare email marketing. Aim to solve patients' problems by providing information directly related to their health needs and interests.
Related: The dos and don'ts of email marketing for patient engagement
Promote educational yet easily digestible content in your emails, such as blogs, e-books, or videos. You might also include snippets of emerging research on their condition or links to articles on new treatments.
This level of personalized communication shows patients how much you value them, which boosts trust in your practice and leads to stronger relationships.
However, when using personalized marketing, ensure you're protecting patient privacy. Any third-party email marketing vendor you work with must sign a business associate agreement (BAA).
As mentioned above, healthcare organizations must use a HIPAA compliant email marketing platform that allows the inclusion of PHI in emails safely and securely.
Conclusion
A strong email marketing strategy can go a long way in improving patient relationships and expanding the reach of your practice. Sending relevant emails regularly helps patients stay informed on topics that relate to their care, ultimately leading to better outcomes.
