According to Campaign Monitor’s knowledge base, there are over four billion daily email users worldwide, making email marketing an unmatched opportunity for healthcare providers to reach diverse audiences.
A growing audience across generations
While email has long been a staple for older generations, younger individuals increasingly use it. Moreover, its extensive reach helps healthcare providers to connect with a large audience, including "younger generations [who] also started using email during the COVID-19 pandemic,” explains a doctoral thesis on empowering email marketing.
So, even as social media platforms rise and fall in popularity, email remains a constant. Healthcare providers can use this enduring relevance to establish lasting connections with patients of all ages.
Reaching patients where they are
The ubiquity of email in healthcare allows healthcare providers to meet patients where they already are. Unlike social media platforms, which require users to actively seek out content, email delivers information directly to individuals in a space they routinely access. Whether sending appointment reminders, wellness tips, or updates about new services, healthcare-related emails are more likely to be seen, read, and acted upon.
Why providers must use HIPAA compliant emails
Privacy and security
The Health Insurance Portability and Accessibility Act (HIPAA) mandates that providers safeguard patients’ protected health information (PHI) during transmission and storage. HIPAA compliant platforms, like Paubox, use advanced encryption, access controls, and other security measures to safeguard PHI and prevent potential data breaches.
Global accessibility
Email transcends geographic boundaries, making it a versatile tool for reaching patients in diverse locations. Whether a healthcare provider operates locally, nationally, or internationally, email campaigns can be scaled to fit their audience’s needs.
Inclusivity
Unlike social media, which requires users to have specific accounts, email is universally accessible. Most people with internet access already have an email address, making it an inclusive platform for communication.
High open rates
Email has impressive engagement metrics compared to other communication methods. For healthcare providers, this could drive higher patient engagement and promote patient-centered care that’s proven to improve health outcomes.
Healthcare outreach
Email marketing can help providers increase their patient outreach and education. More specifically, it allows large-scale campaigns targeting specific health initiatives in different communities.
For instance, a large hospital could send a HIPAA compliant email to its entire patient network reminding people to get seasonal flu vaccinations. At the same time, the organization can send targeted messages to people with chronic conditions, giving them helpful tips and resources for managing their health.
Email in the digital future
Campaign Monitor also predicts the projected rise to 4.6 billion email users by 2025. As the number of email users grows, healthcare providers must capitalize on this trend to expand their reach and impact.
HIPAA compliant emails help healthcare organizations position themselves at the forefront of patient engagement, delivering healthcare information directly to those who need it.
Moreover, the ongoing integration of advanced technologies, like artificial intelligence and automation, will further enhance the effectiveness of email campaigns. AI-powered tools can analyze patient data to create hyper-personalized messages while automation sends messages at the right time, maximizing engagement and efficiency.
Read also: Personalized patient education, HIPAA, and AI
FAQs
What are HIPAA compliant emails?
HIPAA compliant emailing platforms, like Paubox, use encryption and other security measures, like access controls, to safeguard patients’ protected health information (PHI) from data breaches.
What information can providers share via email?
Providers can use Paubox email to share test results, treatment plans, educational resources, appointment reminders, and medication instructions while maintaining patient privacy.
Can AI be integrated into HIPAA compliant emails?
Yes, AI-powered features can be integrated with HIPAA compliant emailing platforms to automate processes like patient consent management and sending personalized emails while maintaining HIPAA compliance.
