A subject line can contain protected health information. Additionally, while it might not necessarily contain protected health information (PHI), it could still indirectly reveal sensitive information if it provides enough context or hints about the content of the email.
While subject lines are usually short, they can sometimes inadvertently disclose information that should be kept confidential. This is particularly true when dealing with healthcare-related email communications.
Related: HIPAA compliant email: the definitive guide
Understanding protected health information
Protected health information (PHI) is any information that, if mishandled, could compromise an individual's medical history or current conditions. HIPAA mandates robust protection for PHI to ensure patient confidentiality and prevent unauthorized access or breaches.
Related: What is protected health information (PHI)?
Email marketing in the healthcare context
Email marketing can be used to disseminate health-related information, share appointment reminders, and promote wellness initiatives. However, when engaging in email marketing, healthcare organizations must balance effective communication and the ethical obligation to safeguard patient privacy, navigate regulations, and maintain compliance concerning PHI.
Related: HIPAA compliant email marketing: what you need to know
How to encrypt subject lines for HIPAA compliance
When incorporating protected health information (PHI) into subject lines, the safest process is encrypting all emails by default. Paubox provides a seamless solution by automatically encrypting all emails, including the subject line. This means that all components of the email, from subject lines to the body content and even attachments containing PHI, are secured to meet HIPAA standards.
This automatic process mitigates the risk of human error and simplifies the experience for recipients, who can access the information without needing special software or taking additional steps.
Why subject lines matter
Subject lines are the gateway to an email's content. They often determine whether an email is promptly opened or relegated to digital obscurity. In healthcare email marketing, crafting the subject line becomes an art of precision - capturing attention while upholding confidentiality.
Crafting effective subject lines in healthcare email marketing
- Avoid specific medical details: Steer clear of overt references to medical conditions, treatments, or procedures in subject lines.
- Emphasize general health and wellness: Opt for subject lines that pivot around broader health and well-being themes, maintaining a comfortable distance from divulging specific medical aspects.
- Highlight benefits and value: Subject lines should be structured to underscore the benefits recipients can derive from opening the email. This could encompass insights into maintaining a healthy lifestyle, managing stress, or even updates on preventive care measures.
- Maintain clarity and honesty: They should provide a truthful glimpse into the email's content without employing sensationalism or misleading language.
Compliance and ethical considerations
The realm of healthcare mandates compliance with regulations such as HIPAA. While the subject line might not overtly include PHI, the potential for inadvertent disclosure underscores the necessity for meticulousness in crafting it.
In healthcare email marketing, subject lines are the threshold between engagement and privacy. While not overtly containing PHI, they can reveal, even unintentionally, sensitive information. Healthcare organizations must carefully craft their subject lines when engaging in email marketing.
Liyanda Tembani
