HIPAA compliant email marketing offers direct and personal communication for higher engagement rates, making it a superior choice to social media marketing.
The numbers
According to BMC Health Services Research on direct marketing in health and medicine, the average open rate for healthcare-related email campaigns is 41.23%, making healthcare one of the best-performing sectors in email marketing topics.
It also shows patients' trust in the personalized, value-driven information they receive directly from healthcare providers.
In contrast, social media's organic reach and engagement rates are considerably lower. According to Hootsuite’s average engagement rates for 12 industries, the common engagement rate for social media posts falls between 0.45% and 1.7%.
The difference in engagement rates lies inherently in the fragmented and cluttered nature of social media, with users being exposed to a continuous flow of different competing content, often unrelated to their immediate needs or interests.
The challenges of social media algorithms
With the wide reach of social media comes a great deal of risk for healthcare providers. Algorithms developed by social media platforms determine the content that appears in a user's feed.
These algorithms precede engagement, amplifying content that could elicit user bias or preference. According to Neuroscience News on social media, this system creates "inherent human biases for learning from prestigious or in-group members" and promotes misinformation.
The healthcare industry is particularly vulnerable to this phenomenon. Patients looking for health information on social media might encounter posts with sensational claims, unverified advice, or outright falsehoods.
Moreover, social media algorithms often don’t verify the accuracy or credibility of content. Instead, they reward engagement, which can lead to the viral spread of misleading or harmful information.
The solution: HIPAA compliant email
Privacy and security
Unlike social media platforms, HIPAA compliant email platforms, like Paubox, use encryption and other security measures to protect patient data. Healthcare providers can send protected health information (PHI) directly to patients while maintaining their data privacy and security.
Personalized content
HIPAA compliant email allows healthcare providers to tailor their messages to specific patient demographics or needs.
For example, a provider can send diabetes management tips to patients diagnosed with the condition or share mental health resources with those who have recently expressed interest.
Ultimately, these personalized emails enhance engagement and satisfaction.
Control over messaging
With HIPAA compliant emails, providers have complete control over who sees what. Providers can send their emails to the intended recipients without them being filtered out or buried in an endless feed.
It provides a direct line of communication for sharing time-sensitive information, like appointment reminders or health advisories.
Improved patient outcomes
HIPAA compliant emails can send accurate and actionable health information, empowering patients to make informed decisions about their health. Patients can then respond by scheduling a preventive screening or following a new treatment plan, ultimately, improving their health outcomes.
Using social media as a complement
Social media platforms can be great for brand awareness, community building, and general wellness tips. However, their limitations make them unsuitable as a primary communication channel for sensitive or critical health information.
Instead, healthcare providers should consider social media as a complement to their email marketing activities. For example, a provider can use their Instagram page to encourage followers to subscribe to an email newsletter, where they can get more in-depth and credible health information.
FAQs
Should healthcare email marketing be HIPAA compliant?
Yes, providers must use a HIPAA compliant platform, like Paubox, which safeguards patients' protected health information (PHI) during email marketing to maintain patient privacy and promote effective communication.
What should providers look for in a HIPAA compliant email marketing platform?
HIPAA compliant platforms should offer encryption, secure storage of PHI, access controls, audit trails, and mechanisms for obtaining patient consent.
Is HIPAA compliant email marketing effective?
Yes, HIPAA compliant email marketing allows direct, personalized communication with patients, so messages are relevant and timely, ultimately increasing engagement and satisfaction.
Read also: Assessing patient engagement metrics in HIPAA compliant emails
