by Hoala Greevy Founder CEO of Paubox
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Secure Email Marketing for Population Health

by Hoala Greevy Founder CEO of Paubox

population health survey could be fixed with email marketing

Today I learned about the growing importance of secure email marketing and how it can be used to achieve Population Health objectives.

This post will cover my takeaways on this growing niche in US Healthcare.

Why is secure email marketing lacking in healthcare?

Secure email marketing for healthcare barely exists in 2019.

Here’s why:

  • Many healthcare organizations take a conservative stance on what qualifies as protected health information (PHI) in email marketing.
  • If PHI is exposed in an email marketing campaign, HIPAA compliance regulations are then triggered. This in turn requires the email marketing vendor to sign a Business Associate Agreement (BAA) with the healthcare organization.
  • As our comprehensive research has shown, a majority of email marketing vendors will not sign a BAA with their customers. They are simply not in the business of providing HIPAA compliant email marketing services.
  • For the handful of email marketing vendors that will sign a BAA, it pays to read the fine print. Constant Contact is a prime example. While they will sign a BAA with their customers, the fine print states that you’re not allowed to actually send PHI in email campaigns. It’s quite confusing, but that’s the state of HIPAA compliant, secure email marketing in 2019.

As we can see, a properly designed secure email marketing solution for Healthcare must cover these areas:

  • The email marketing vendor must be able to sign a BAA with its customers.
  • Data stored at-rest with the vendor will invariably contain PHI, so careful diligence must be applied to keep it properly safeguarded.
  • The solution must then be capable of actually sending HIPAA compliant email.

What is population health?

Population Health is a relatively new term in healthcare. The most succinct definition we could find is this:

“Population health is defined as the health outcomes of a group of individuals, including the distribution of such outcomes within the group.”

This means that population health takes into consideration the health outcomes of a region, and not just the overall health – but also how it’s distributed between groups.

Secure email marketing for population health

As it relates to the digital marketing manager I spoke with today that works at a prominent healthcare system, his objectives were two-fold:

  • Leverage secure email for outreach to current patients to maintain their health and screenings
  • Use secure email marketing to do outreach to the general population to prevent health risks such as a stroke

We see ample opportunity to provide exceptional value to organizations with business objectives like these.

Try Project Orca for free and make your email marketing HIPAA compliant today.
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