Why repetition matters in HIPAA compliant email marketing

Repetition in marketing is the process of repeating a message multiple times across different channels to effectively reach an audience. It can be a powerful tool used to effectively get a message across. The key is to figure out a message that resonates and then use it consistently to form a connection with customers.

In healthcare, it means employing various HIPAA compliant marketing channels to educate and communicate with patients. Ultimately, the goal is to increase patient numbers and improve patient outcomes and care.

Learn about: Personal stories in healthcare marketing

What repetition in marketing means

The ‘rule of seven’ in marketing asserts that people need to see a message at least seven times before they remember it. Repetition, therefore, improves recall and makes something new sound familiar and interesting. By leveraging different formats and tailoring messages to each format, marketers can ensure that they reach a wider audience while also focusing on individual preference.

Smart repetition ensures that a message is heard loud and clear by a target audience. In fact, studies have shown that repetition used to create consistent branding can increase revenue by up to 23%. Ultimately, branding through repetition helps businesses:

• Build their brand
• Stand out from others
• Establish credibility and trust
• Increase customer loyalty and retention
• Initiate word-of-mouth referrals
• Create positive association
• Encourage better understanding

Proper repetition reinforces a business’s values and creates a sense of familiarity and trust, leading to repeat customers and positive recommendations.

Implementing repetition in a marketing campaign

Businesses worry that bombarding customers with too much information may drive them away. At the same time, not reaching out enough could mean being ignored or forgotten. Marketers need to find the right balance of messaging to attract and keep customers. How often do you send a message and what’s the best way to reach out?

1. Define the core message, slogan, tagline, and tone of voice
2. At the same time, employ different types of formats and multiple advertising channels
3. Use consistent language and visuals with slightly different wording and/or images depending on the marketing channel
4. Be repetitive but not boring

No matter what, the slogan or message should stay the same so that the business is recognizable instantly. Finally, it is also necessary for businesses to invest in analytics tools to track the effectiveness of messages and adjust as needed. Keeping track of how often a message is repeated and how it resonates with an audience is a great way to evaluate how to adjust and revamp.

What about repetition in healthcare marketing?

Healthcare marketing refers to a strategic set of tools and initiatives used to attract new patients and keep existing patients engaged. Finding the right balance to reach patients while being HIPAA compliant can be tricky. Healthcare marketers must ensure that they create personalized content that focuses on patients’ needs to drive better patient outcomes.

Repetition across channels allows healthcare organizations to stay relevant and can help patients or prospective patients find familiarity. Since healthcare is highly competitive, engaging in smart marketing strategies, such as repetition, is crucial to stand out and highlight what makes a provider unique. Here are three examples of repetition working.

One, a patient might not need a specific medicine at a certain time but might recall its name in the future. Two, a patient who has used the same doctor for years might decide a change is needed after seeing several messages about another. Third, a patient might be unsure of a treatment plan to follow until they’ve learned about one on their phone and television.

For repetition to work, healthcare organizations must know their audience and how to reach them. It is also important to ensure that their marketing campaigns don’t violate HIPAA.

Staying HIPAA compliant while reaching patients

Many healthcare businesses are hesitant to leverage healthcare marketing because they worry about privacy issues. HIPAA sets the standards for safeguarding sensitive patient data, including when marketing. The HIPAA Privacy Rule defines marketing as “a communication about a product or service that encourages recipients of the communication to purchase or use the product or service.”

All messages containing protected health information (PHI) must be HIPAA compliant. There are a few security-related things to consider when utilizing marketing channels:

• Getting patients' permission if personalizing (e.g., using testimonials)
• Implementing the Minimum Necessary Standard
• Keeping employees trained on using and avoiding PHI
• Ensuring policies and procedures on PHI disclosure are up to date
• Maintaining compliance with continuous auditing and monitoring
• Securing data when being transmitted and stored
• Employing strong administrative, technical, and physical safeguards

HIPAA compliant communication benefits both providers and patients by facilitating increased patient engagement and creating better patient outcomes.

See more: HIPAA compliant email: The definitive guide

FAQs

Can business associates be involved in marketing activities under HIPAA?

Yes, HIPAA allows the involvement of business associates in marketing activities. However, covered entities must have signed business associate agreements in place to ensure compliance with HIPAA regulations.

What are the HIPAA regulations that healthcare organizations need to be aware of when it comes to marketing?

Healthcare marketers must obtain patient authorization for using PHI, ensure the security and confidentiality of PHI, have a BAA with third-party vendors, and limit PHI use to what is necessary.

Can I use patient testimonials in my medical marketing materials?

Yes, you can use patient testimonials as long as you obtain written consent from the patients and ensure that the testimonials do not disclose any PHI.

Can patient stories be shared anonymously without consent?

HIPAA generally requires patient consent before sharing any personal health information, even if it is anonymized. Anonymization alone may not be sufficient to comply with HIPAA if the information can still be reasonably linked to an individual.