Overview:

The healthcare industry represents both a professional calling and a highly competitive business landscape. For providers of all sizes, strategic marketing is essential for organizational growth and financial stability. In the digital age, the internet and social media platforms have become the primary marketplace where patients discover and evaluate healthcare services.

Many providers, however, inadvertently deploy digital marketing tactics suitable for retail businesses that dangerously violate HIPAA regulations by enabling the identification of individual patients. Federal authorities have identified medical identity theft as the nation's fastest-growing form of identity crime, requiring only a patient's and a provider's identity to execute. Fortunately, healthcare organizations can implement straightforward administrative safeguards outlined in the HIPAA Privacy Rule to protect themselves and their patients effectively.

Why you should Attend:

Digital platforms are rife with conspicuous HIPAA violations committed unknowingly by healthcare providers through various web-based strategies for patient recruitment, engagement, and reputation management. These public compliance failures create significant liability exposure for providers and potential harm to patients, including medical identity theft. This webinar demonstrates how specific, practical HIPAA compliance measures enable effective patient engagement while avoiding these substantial and visible digital risks.

Learning objectives include:

• Website HIPAA Compliance: Understanding the specific regulations that apply to your online presence.

• Patient Engagement Guidelines: Navigating the intersection of social media platform rules (like Facebook's Terms of Use) and HIPAA obligations.

• Addressing Patient Reviews: Developing compliant strategies for responding to patient feedback on public platforms.

• Permissible vs. Prohibited Actions: Clearly distinguishing what you may do from what you must not do online.

This webinar outlines the specific HIPAA safeguards that allow providers to execute effective internet-based marketing campaigns while maintaining full regulatory compliance.

Areas Covered in the Session:

• HIPAA Rules covering Web Sites and Social Media

• Web Sites Subject to HIPAA Rules

• Covered Entity's Web Site

• Covered Entity's Social Media Web Site

• Simple Web Site Safeguards

• Major New HIPAA Web Site Liability - Tracking Technologies (e.g., Meta Pixel, Google Analytics)

• HIPAA Rules Covering Patient Reviews

• Patient Review HIPAA Problem

• Simple Patient Review Safeguards

Who Will Benefit:

• Health Care Providers (Both For-Profit and Non-Profit)

• Health Care Provider HIPAA Compliance Officials

• Provider Staff Tasked with New Patient Attraction, Patient Engagement, and Reputation Management

• In-House and Outside Health Law Counsel

• All Vendors of Health Care Advertising, Marketing, and Social Media Services

• C-Suite and Board of Director Members responsible for compliance oversight