Sending marketing emails to potential patients in the healthcare sector still requires adherence to regulations like HIPAA and GDPR to safeguard the privacy and security of sensitive information. These laws protect protected health information (PHI), ensure the confidentiality of personal data, and uphold trust between healthcare providers and their patients.
Key considerations
Obtain consent
According to the HHS, “with limited exceptions, the [HIPAA Privacy] Rule requires an individual’s written authorization before a use or disclosure of his or her protected health information can be made for marketing.” But how do you obtain consent from a person who is not yet your patient?
- Sign-up forms: Use online tools where individuals can enter their information to subscribe to updates, newsletters, or promotional emails. These forms should clearly describe what type of emails the individual can expect to receive.
- Service points: Request consent during appointment scheduling or patient intake processes.
- Website sign-up forms: Add a prominent form on your website or blog where visitors can sign up for newsletters, health tips, or exclusive offers. Example wording: “Sign up to receive monthly health tips and updates on our services!”
- Event participation: Collect email addresses at health fairs, webinars, or community events through registration forms that clearly indicate the type of communications they will receive.
- Social media campaigns: Use lead-generation ads that direct potential patients to a sign-up page. Be transparent about how their email will be used.
- Referral programs: Encourage current patients or clients to refer others by sharing a sign-up link.
Understand and follow regulations
Compliance with privacy laws is non-negotiable. These include:
- HIPAA (U.S.): Marketing emails should avoid including PHI unless patient authorization is obtained.
- GDPR (EU): Requires clear consent for data usage and provides recipients with the right to withdraw at any time.
- Local regulations: Familiarize yourself with specific requirements in your region.
See also: The intersection of GDPR and HIPAA
Use secure platforms
Leverage secure email platforms that comply with encryption and authentication requirements to protect recipient data. For example, Paubox Marketing offers HIPAA compliant email solutions, ensuring that sensitive information is encrypted and protected during transmission. Using such platforms helps healthcare organizations maintain regulatory compliance and safeguard recipient privacy.
Read also: HIPAA compliant email marketing: What you need to know
Effective strategies
Create value-driven content
Your emails should inform, educate, or support recipients rather than merely sell services. Examples of valuable content include:
- Health tips tailored to specific demographics or conditions.
- Updates on new treatments, facilities, or services.
- Promotions for wellness programs or routine check-ups.
By providing value, you position your organization as a trusted source of health information.
Personalize the experience
Personalization can enhance engagement. However, when dealing with potential patients who are not yet in your system, personalization focuses on general but relatable content:
- Segment based on behavior: Use data from how they interacted with your sign-up page or the source they came from (e.g., a blog post on diabetes management). For instance, if they signed up via a blog on diabetes, send content related to managing blood sugar levels or dietary advice.
- Location-based personalization: If you know their location, provide localized health tips or promotions (e.g., a flu shot drive in their area).
- Generalized personalization:
- Use a friendly, conversational tone.
- Address the recipient by their first name if provided during sign-up.
- Reference their interests subtly, such as mentioning the benefits of signing up for your blog if they came through a blog-related ad.
Clear calls-to-action (CTAs)
Include easy-to-understand CTAs like:
- "Book Your Appointment Today."
- "Learn More About Our Services."
- "Subscribe for Monthly Health Tips.
Frequency management
Avoid bombarding recipients. Stick to a consistent, reasonable schedule (e.g., monthly newsletters or quarterly updates).
FAQs
How do I handle unsubscribe requests?
Provide an easy-to-find unsubscribe link in every email. Honor unsubscribe requests promptly to comply with regulations and maintain a positive reputation.
Read also: What to do when an individual revokes authorization
Are there tools to help track email campaign performance?
Many email platforms offer analytics tools to measure open rates, click-through rates, and engagement. Use these insights to refine future campaigns.
Tshedimoso Makhene
