Sending marketing emails to potential patients

Sending marketing emails to potential patients in the healthcare sector still requires adherence to regulations like HIPAA and GDPR to safeguard the privacy and security of sensitive information. These laws protect PHI, ensure the confidentiality of personal data, and uphold trust between healthcare providers and their patients.

Key considerations

Obtain consent

According to the HHS, “with limited exceptions, the [HIPAA Privacy] Rule requires an individual’s written authorization before a use or disclosure of his or her protected health information can be made for marketing.” But how do you obtain consent from a person who is not yet your patient?

• Sign-up forms: Use secure online tools where individuals can enter their information to subscribe to updates, newsletters, or promotional emails. These forms should clearly describe what type of emails the individual can expect to receive. 
• Service points: Request consent during appointment scheduling or patient intake processes.
• Website sign-up forms: Add a prominent form on your website or blog where visitors can sign up for newsletters, health tips, or exclusive offers. Example wording: “Sign up to receive monthly health tips and updates on our services!”
• Event participation: Collect email addresses at health fairs, webinars, or community events through registration forms that clearly indicate the type of communications they will receive.
• Social media campaigns: Use lead-generation ads that direct potential patients to a sign-up page. Be transparent about how their email will be used.
• Referral programs: Encourage current patients or clients to refer others by sharing a sign-up link.

Understand and follow regulations

Compliance with privacy laws is non-negotiable. These include:

• HIPAA (U.S.): The Health Insurance Portability and Accountability Act (HIPAA) requires that marketing emails avoid including PHI unless patient authorization is obtained.
• GDPR (EU): The General Data Protection Regulation (GDPR), a European Union (EU) law focused on data privacy and protection for individuals within the EU, requires clear consent for data usage and provides recipients with the right to withdraw at any time.
• CCPA (California): The California Consumer Privacy Act (CCPA) extends privacy protections and requires businesses to disclose how data will be used.
• Local regulations: Familiarize yourself with specific requirements in your region.

By aligning email practices with these laws, healthcare providers protect themselves from legal risks while demonstrating respect for individual privacy.

See also: The intersection of GDPR and HIPAA

Use secure platforms

Leverage secure email platforms that comply with encryption and authentication requirements to protect recipient data. For example, Paubox Marketing offers HIPAA compliant email solutions, ensuring that sensitive information is encrypted and protected during transmission. Using such platforms helps healthcare organizations maintain regulatory compliance and safeguard recipient privacy.

Security features to look for include:

• Automatic encryption.
• Two-factor authentication (2FA) for account access.
• Automatic log monitoring for suspicious activity.
• Business associate agreements (BAAs).

Related: The difference between secure and HIPAA compliant email

Effective strategies for sending marketing emails to potential patients

Create value-driven content

Your emails should inform, educate, or support recipients rather than merely sell services. Examples of valuable content include:

• Health tips: Seasonal advice such as flu prevention strategies, summer hydration tips, or mental wellness practices.
• Service updates: Announcements about new facilities, telehealth services, or expanded clinic hours.
• Preventive care reminders: Encouraging prospects to book annual check-ups, screenings, or vaccination appointments.
• Exclusive promotions: Discounts on wellness programs or free consultations for new patients.

By providing value, you position your organization as a trusted source of health information.

Personalize the experience

Personalization can enhance engagement. According to the study, An empirical comparison of customer behavior modeling approaches for shopping list prediction, personalized marketing strategies can help companies achieve higher customer satisfaction and secure a stronger competitive edge. Furthermore, a 2023 study by McKinsey & Company (referenced in the study Personalization in email marketing: How to increase open rates and engagement) found that personalized emails can deliver six times higher transaction rates than non-personalized emails. However, in healthcare, personalization must be handled with care to avoid revealing PHI. Focus on broad but relatable content, such as:

• Segment based on behavior: Use data from how they interacted with your sign-up page or the source they came from (e.g., a blog post on diabetes management). For instance, if they signed up via a blog on diabetes, send content related to managing blood sugar levels or dietary advice.
• Location-based personalization: If you know their location, provide localized health tips or promotions (e.g., a flu shot drive in their area).
• Generalized personalization:
  • Use a friendly, conversational tone.
  • Address the recipient by their first name if provided during sign-up.
  • Reference their interests subtly, such as mentioning the benefits of signing up for your blog if they came through a blog-related ad.

Read also: First step to digital marketing strategy: Segment your patient list

Clear calls-to-action (CTAs)

Include easy-to-understand CTAs like:

• "Book Your Appointment Today."
• "Learn More About Our Services."
• "Subscribe for Monthly Health Tips.

Frequency management

According to the study Dynamically Managing a Profitable Email Marketing Program, “sending the right number of emails is critical for the firm’s profitability, especially since most customers tend to complain about the large number of emails sent by firms. A survey study by BlueHornet (2013), a marketing firm focusing on email solutions, finds that email 4 frequency might overtake content irrelevance as an important reason that drives customers away from email marketing. Although sending the right number of emails is paramount, finding that magic number is very challenging for a firm since not only do its customers have different intrinsic preferences to emails (i.e., email open1 frequencies differ across customers), but customer preferences might change dynamically over time (i.e., within same customer, email open frequencies might differ over time). In other words, the right number of emails to send may differ across customers and over time. Consistent with this argument, a study by Return Path (2015), an industry expert company on email optimization, suggests that email frequency optimization should depend on the engagement level of customers.” The study concludes that email frequency must be personalized, dynamic, and informed by customer behavior over time, not based solely on broad averages or open rates.

Common pitfalls to avoid

Even well-intentioned campaigns can falter if certain pitfalls aren’t avoided:

• Using PHI without consent: Mentioning diagnoses, medications, or personal health history is strictly off-limits without authorization.
• Overly promotional content: Hard-selling healthcare services can erode trust. Keep messages helpful and patient-focused.
• Ignoring opt-outs: Make sure unsubscribe links are clear and functional. Failure to honor opt-outs violates GDPR and CAN-SPAM laws.
• Poor mobile design: Ensure your emails are responsive and easy to read on any screen size.

Go deeper: Common mistakes to avoid in HIPAA compliant email marketing

Using Paubox Marketing for healthcare email campaigns

While many traditional email platforms (e.g., Mailchimp, Constant Contact) are designed for general business use, they often fall short when it comes to meeting HIPAA requirements. This is where Paubox Marketing stands out.

Why Paubox Marketing?

Paubox is built specifically for healthcare organizations that need to send secure, HIPAA compliant emails without sacrificing deliverability or user experience. Unlike other platforms that require recipients to log in to a portal to view encrypted messages, Paubox delivers emails directly to the inbox. This seamless experience reduces barriers to engagement and helps providers maintain trust.

Benefits for potential patient outreach

• HIPAA compliance by default: Every message sent is encrypted, helping providers meet HIPAA requirements without complicated workarounds.
• No portal logins: Patients and prospects can read messages just like normal emails, which increases open rates and reduces drop-off.
• Personalization at scale: Paubox Marketing allows segmentation and personalization while ensuring PHI is protected. For example, you could send localized flu shot reminders or general wellness tips based on sign-up source, without exposing sensitive information.
• Easy consent management: The platform makes it simple to honor opt-ins and opt-outs, a crucial part of both HIPAA and GDPR compliance.

Go deeper: HIPAA compliant email marketing: What you need to know

Read also: The detailed guide to HIPAA compliant email marketing

FAQs

How do I handle unsubscribe requests?

Provide an easy-to-find unsubscribe link in every email. Honor unsubscribe requests promptly to comply with regulations and maintain a positive reputation.

Read also: What to do when an individual revokes authorization

Are there tools to help track email campaign performance?

Many email platforms offer analytics tools to measure open rates, click-through rates, and engagement. Use these insights to refine future campaigns.