How to craft compelling, HIPAA compliant subject lines

Compelling subject lines improve engagement in a way that can encourage patients to participate more in their health journey. Healthcare organizations are in the unique position of having to balance the creation of engaging subject lines while also ensuring they remain HIPAA compliant. 

Do subject lines have to be HIPAA compliant? 

Although seemingly innocuous, email subject lines absolutely have to remain HIPAA compliant. HIPAA requires the protection of protected health information (PHI) and since subject lines are typically visible before the email is even opened, including PHI could lead to unintended disclosures and breaches. 

The basics of a compelling subject line 

According to a special article published in the 2017 edition of the Journal of the Physician Assistant Education Association, “Well-written emails begin with well-written subject lines. Business users currently send/receive an average of 120 emails per day, a figure that is expected to increase. Professionals must, therefore, triage, respond to, and archive messages quickly and efficiently.” The basics of a compelling subject line include clarity, brevity, and relevance. Subject lines should be concise, ideally between 6 to 10 words or around 60 characters, to ensure they are fully visible on both desktop and mobile devices. The brevity helps capture the recipient's attention quickly in a crowded inbox. 

How to write a great HIPAA compliant subject line

1. Aim for approximately 40-60 characters to ensure readability on various devices.
2. Clearly state the purpose of the email. For example, "Your Upcoming Appointment: Important Information Inside".
3. Emphasize the value or benefit of opening the email. For example, "5 Steps to a Better Night's Sleep - Expert Advice".
4. If possible, use the patient's name for a personal touch, but ensure your email platform is HIPAA compliant and the name is encrypted. Be sure not to include any other PHI. For example, “Michael, Don’t Miss Your Annual Check-Up!”.
5. Use time-sensitive language to encourage immediate action. For example, "Don't Miss Out! Limited Slots Available for Flu Vaccinations".
6. Pose a question related to health to pique curiosity. For example, "Are You at Risk? Warning Signs of [Health Condition]".
7. Provide access to exclusive content or insights. For example, "Keeping You Healthy: Exclusive Tips from Dr. [Name]".
8. Incorporate numbers to suggest actionable content. For example, "[Number] Benefits of Exercise for Your Health".
9. Emphasize commitment to individual needs and personalized care.

How to ensure subject lines remain HIPAA compliant

1. Never include any PHI in the subject line, such as patient names, dates, or health conditions.
2. Opt for neutral and generic language that indicates the purpose of the email without revealing sensitive information (e.g., "Appointment Reminder" instead of "John Doe's Appointment").
3. Use a HIPAA compliant email platform like Paubox that encrypts all outgoing emails, including subject lines, to protect against unauthorized access.
4. Provide ongoing training for employees about HIPAA regulations and the need to keep subject lines compliant.
5. Regularly review email practices to ensure compliance with HIPAA standards and identify any potential risks.
6. Restrict email access to authorized personnel only, ensuring that only those who need to send or receive sensitive information can do so.
7. Always double-check the subject line and content of emails prior to sending to ensure no PHI is inadvertently included.

FAQs

Can I include a patient's name or other PHI in the email subject line?

No, you should never include any PHI in the email subject line. This includes names, dates, or any other information that could identify the patient or their health condition.

What are the risks of including PHI in an email subject line?

Including PHI in an email subject line can lead to costly fines (up to $50,000 per violation), legal repercussions, and damage to an organization's reputation. 

What should healthcare organizations do if they accidentally include PHI in an email subject line?

If an email accidentally includes PHI in an email subject line, the organization should immediately notify the organization's compliance officer and follow incident response plan.