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www.netatlantic.com
Email Compliance
& Best Practices
For Healthcare
How to Keep Compliant, Avoid Mistakes,and Manage a Healthy Member List
by Sean Snyderman, Compliance Specialist Net Atlantic, Inc. Email Compliance & Best Practices for Healthcare | 2
Healthcare offers a unique audience for email your organization, and your email communications communications. Whether you are a healthcare practices to achieve the best of all possible provider reaching out to your staff and patients, outcomes.or a healthcare product or service company The basic tenets of compliance start with list communicating with the professionals who buy member management, including the methods you from you, email forms the cornerstone of your use to obtain your readers' contact data, send emails, communications strategy. and address reader concerns.Because the use of email communications among The key question is: "How well do you know your healthcare providers and companies is still growing, membership?" For example: How were they added administrators and marketers are starting to gain to your list? Were you clear that you were adding experience in sending large-scale email campaigns. them? Were you clear about how much email they Even if you are a seasoned veteran of email would get from you?marketing, you face many challenges in the struggle to keep email practices compliant. Your list must be The more you know about your recipients' needs up to date, while every member in it must be opted and expectations, the more your reputation, and in, using clear terms. your response rates, will improve. When you use this knowledge appropriately in your email marketing This white paper aims to dispel the myths of campaigns, you will see your ability to engage your delivery, address the concerns of communications members improve.and marketing professionals in healthcare, and explain the expectations of your readers and their In this paper, we will use the terms 'Members', Internet Service Providers. This paper will guide you, 'Recipients', and 'Readers' interchangeably.
CAN-SPAM defines the terms for compliance with the law. However,
compliance practices are also governed by Internet Service Providers
and Email Service Providers, as well as email communications norms
and the expectations of readers. This white paper addresses these
practices that reach beyond CAN-SPAM.
www.netatlantic.comEmail Compliance & Best Practices for Healthcare | 3
Know Your Healthcare Members:
Where they came from, who they are, and what they want
In many ways your healthcare membership list is like Who are my list members?a newspaper story, an administrator must know the Who, What, Where, When, and Why of the member Membership in your list begins with the subscription
in order to properly deliver the message. Without request. Recipients must specifically have requested
this, your message becomes less credible and will be continued, ongoing communications from your
less relevant to the reader. healthcare organization and ideally have proof or confirmation of having done so. Your existing staff, It will also be less effective for engaging your patients, clients, or lists from a partner organization members. Whether you track engagement through are examples of un-confirmed membership types.surveys, membership feedback, website visits, or newsletter subscriptions, your email communications Recipients may further be segmented into behavioral
efforts should raise reader response, not harm it. groups such as: Openers, Clickthroughs, Forwarders, and other member types that can be used to send Ask yourself the following questions may help frame targeted mailings to. Conversely, it is important to your campaign and list management practices: know who isn't acting on your emails and to decide
. Who are my list members? how long to keep inactive members on your list, or
. What makes a member a member? performing a re-engagement campaign.
. Where are my members coming from? Knowing your members is critical in healthcare . Why should my members open my mail? because of the sensitivity of communications. With . When should I email my members? a strong dynamic segmentation strategy, you reduce the chances of making a mistake.
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