HIPAA compliance and email marketing have traditionally been a source of friction for healthcare marketers. Personalized email is transformative, but the critical security measures governing HIPAA compliance and email create cumbersome obstacles for marketers.
However, thanks to recent advances, healthcare marketers can now take advantage of the most powerful channel available to marketing professionals today – email.
Healthcare email marketing is good for patients and your ROI
The average marketing return on investment (ROI) for email marketing is $42 for every $1 spent.
While other digital channels have ever-changing algorithms that force marketing departments to pivot tactics, email marketing is the workhorse of dependable modern communication. As a matter of fact, 90% of U.S. adults use email, making it the standard digital communication channel.
But, it’s one workhorse that never really made it out of the stable in healthcare. Instead, to communicate directly with patients, healthcare marketers are saddled with two equally limiting options:
- Leverage expensive or outdated channels like direct mail or call center
- Direct messaging through patient portals that are so cumbersome and frustrating to use that two-thirds of patients don’t even bother to access their messages
However, when you understand that the average cost of a data breach involving electronic protected health information (ePHI) is $9.3M, it’s understandable that healthcare puts up with the abysmal but low-risk communication channels at their disposal.
Here’s some good news. There is a third option.
New patented technology coming out of the gates is giving healthcare the reins to leverage secure email marketing that is HIPAA compliant and provides an excellent end-user experience.
You can now send personalized messages that contain PHI to patient inboxes without portals, passcodes or plugins. It’s easy for you and your patients.
HIPAA compliance and email marketing don’t have to be mutually exclusive.
Download our definitive playbook for HIPAA compliant email marketing and learn how to take advantage of the most powerful marketing channel available today while driving the long-term success of your organization.