What is HIPAA Compliant Email Marketing?
HIPAA compliant email marketing is a complex issue. Many email marketing tools are not HIPAA compliant, so they cannot be used to market to patients. To provide healthcare organizations guidance on choosing the right email marketing tool, HIPAA compliant email marketing is discussed.
HIPAA Compliant Email Marketing: What Are the Rules?
Email marketing allows you to contact several patients at a time to promote your services. This can include a newsletter, email blast regarding a new product, or changes to your services. However, when sending emails to patients, you must ensure that your communications are HIPAA compliant. HIPAA compliant email marketing requires healthcare organizations to consider the following.
Patient Authorization to Receive Emails.
Before emailing patients for any reason, you must receive their consent to communicate with them in this manner. It is therefore recommended that providers have patients sign email consent forms upon becoming a patient. However, for HIPAA compliant email marketing, patients must explicitly consent to receive marketing communications via email, which can be included as a clause within the email consent form. Additionally, patients must have the ability to opt-out of marketing emails (even if they consent to receiving other forms of email communication) and unsubscribe should they no longer wish to receive marketing emails. This will allow you to send patient appointment reminders, newsletters, and other promotional information.