Using HIPAA compliant email to spread awareness about discrimination

Whether it’s based on race, ethnicity, gender identity, disability, socioeconomic status, or other factors, discrimination is a critical issue for healthcare organizations to address. As seen in the study, The relationship between racial discrimination in healthcare, loneliness, and mental health among Black Philadelphia residents, healthcare discrimination was closely tied to higher rates of depression and anxiety, even after controlling for other factors. Furthermore, the study Racial Discrimination as a Traumatic Bedrock of Healthcare Avoidance: A Pathway Through Healthcare Institutional Betrayal and Mistrust, found that experiences of racial discrimination in healthcare can lead to anticipated healthcare avoidance, mediated by institutional betrayal and trust erosion. 

One way to combat discrimination and foster a more inclusive healthcare environment is through targeted awareness campaigns. HIPAA compliant email can be a powerful tool for driving such initiatives. By using secure email systems, organizations can reach key stakeholders, educate them on recognizing and reporting discriminatory practices, and promote a culture of equity, without compromising patient privacy or regulatory compliance.

Why use HIPAA compliant email?

Digital communication in healthcare comes with a big challenge: the need to protect sensitive information. While the focus of anti-discrimination campaigns may not directly involve protected health information (PHI), maintaining compliance builds trust and protects against potential breaches.

A HIPAA compliant email service ensures that PHI is secure through measures such as:

• encryption, 
• access controls, and 
• audit trails. 

Even when PHI is not being shared, using a HIPAA compliant email provider:

• Demonstrates a commitment to patient privacy.
• Builds trust with your audience.
• Reduces the risk of accidental noncompliance.

The role of awareness campaigns in fighting discrimination

Awareness campaigns are essential for:

• Educating staff, patients, and partners about what discrimination looks like in healthcare settings. The study, Reducing discrimination in the field: Evidence from an awareness raising intervention targeting gender biases in student evaluations of teaching, shows that awareness campaigns that provide specific information about past biased behavior are more effective than general reminders. By highlighting instances of discrimination and teaching people how to recognize and address biases, such campaigns can reduce discriminatory behaviors and foster a more inclusive environment in healthcare settings.
• Empowering stakeholders to speak up against unfair treatment. Initiatives like the Joint Commission’s “Speak Up Against Discrimination” campaign encourage patients to voice concerns about discriminatory treatment, thereby promoting a culture of openness and accountability. As stated by the American College of Surgeons (ACS), this campaign aims “to help patients and their advocates become active in their care.”

Email is particularly effective because it allows for:

• Direct outreach to segmented groups.
• Personalization to make the message more relevant.
• Measurable results through tracking open rates, clicks, and responses.

Steps to create an effective email campaign

Define your objectives

Set clear goals for the campaign. Are you educating patients on their rights, providing resources for healthcare professionals, or promoting organizational policies? Tailoring your message to your audience ensures better engagement.

Your objectives will shape your messaging, design, and metrics for success. For example:

• Patient-focused objective: “Increase awareness of how to report discrimination in our facilities by 30% over the next quarter.”
• Staff-focused objective: “Get 200 employees to enroll in our diversity training program within 60 days.”

Develop engaging and informative content

Your emails should:

• Educate: Explain the different forms of discrimination in healthcare (e.g., racial bias in treatment recommendations, lack of accessibility for patients with disabilities, gender identity misclassification). Include data or stories that demonstrate the impact of the problem.
• Empower: Share actionable steps for recognizing and reporting discriminatory practices.
• Connect: Include links to resources, such as patient advocacy groups or training modules for staff.

Example content ideas:

• “5 Signs of Subtle Discrimination in Healthcare—and How to Address Them.”
• “Know Your Rights: How to Report Discrimination in a Healthcare Setting.”
• “Success Story: How One Patient Advocated for Better Care and Sparked Change.”

Whenever possible, integrate multimedia elements like infographics, short videos, or quotes from experts to keep the content dynamic and engaging.

Maintain HIPAA compliance

Even if your campaign isn’t focused on PHI, your processes should align with HIPAA’s privacy and security standards. Best practices include:

• Avoid PHI: Do not include identifiable patient information unless explicit consent is obtained.
• Use secure platforms: Ensure your email system is HIPAA compliant, employing encryption and secure access. Systems offered by Paubox were created for communication within the healthcare sector and may be the best option to choose. 
• Gain authorization: Obtain written consent for using any patient stories or testimonials.

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

Target your audience effectively

Segment your email lists based on recipients’ needs. For instance, healthcare professionals might benefit from diversity training resources, while patients could receive information on how to file complaints about discrimination.

Include a clear call-to-action (CTA)

A CTA encourages recipients to:

• Sign up for anti-discrimination workshops.
• Access educational materials.
• Share feedback or report incidents via secure channels.

Effective CTAs could include:

• “Register for our free anti-discrimination workshop.”
• “Download our patient rights guide.”
• “Submit your feedback via our secure reporting portal.”

To boost response rates, make sure your CTA is:

• Visible: Use buttons or bold text.
• Specific: Avoid vague phrases like “Learn more.”
• Low-friction: Keep sign-up forms short and mobile-friendly.

Monitor and evaluate your campaign

Track metrics like open rates, click-through rates, and responses to CTAs. Use feedback to refine future communications.

Evidence-based strategies to improve engagement in email campaigns

The study, Marketing Initiatives: Evaluating the Effectiveness of Email Marketing Campaigns, identified “optimization strategies for better engagement” in email campaigns. These include:

• “AI-driven personalization improves customer response, as users engage more with content customized to their preferences.
• Optimal email frequency is once per week, balancing engagement and preventing subscriber fatigue.
• Aesthetic and mobile-friendly designs enhance email effectiveness, as 70% of recipients prefer visually structured emails with interactive elements.”  

Integrating these evidence-based strategies into your email campaigns, you can enhance engagement, foster stronger relationships with your audience, and achieve your marketing objectives more effectively.

FAQs

Can email campaigns reduce discrimination in patient care?

Indirectly, yes. Raising awareness among staff and patients, providing clear reporting channels, and reinforcing organizational policies can lead to behavioral changes and improved patient experiences.

How often should I send emails about discrimination awareness?

The frequency depends on your audience and goals. Monthly newsletters, event-driven updates, and periodic reminders are effective without overwhelming recipients.

How do I ensure my email platform is HIPAA compliant?

Choose an email provider that offers encryption, access control, and audit trails such as Paubox. Verify that they sign a business associate agreement (BAA) to comply with HIPAA regulations.