Overview:

The healthcare sector represents both a professional calling and a highly competitive industry. For providers of all sizes, strategic marketing serves as a critical component for organizational development and financial stability. Modern healthcare consumers predominantly use digital platforms and social media as their primary resource for identifying and evaluating potential healthcare providers.

Many organizations, however, inadvertently implement digital marketing approaches suitable for retail businesses that dangerously violate HIPAA regulations by potentially exposing individual patient identities. Federal authorities have identified medical identity theft as the nation's most rapidly expanding form of identity crime, requiring only patient and provider identification information to execute. Healthcare organizations can implement straightforward administrative protections outlined in the HIPAA Privacy Rule to effectively safeguard against these threats.

Why you should Attend:

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

Learning objectives include:

• Understanding website compliance requirements under HIPAA

• Establishing patient engagement guidelines that reconcile Facebook's Terms of Service with HIPAA obligations

• Developing compliant responses to patient reviews posted on digital platforms

• Identifying permissible versus prohibited response strategies

This webinar outlines specific HIPAA safeguards that enable providers to conduct effective internet marketing while maintaining full regulatory compliance.

Areas Covered in the Session:

• HIPAA regulations governing websites and social media platforms

• Determining which websites fall under HIPAA jurisdiction

• Compliance requirements for covered entities' websites

• Compliance requirements for covered entities' social media presence

• Implementing straightforward website safeguards

• Addressing tracking technology liabilities

• HIPAA regulations covering patient reviews

• Identifying review-related compliance problems

• Establishing simple protective measures for patient reviews

Who Will Benefit:

• Healthcare Providers (Both For-Profit and Non-Profit)

• HIPAA Compliance Officials and Privacy Officers

• Staff responsible for patient recruitment, digital engagement, social media management, and online reputation

• In-House and External Healthcare Legal Counsel

• Marketing, Advertising and Social Media Vendors (including Business Associates handling PHI)

• Executive Leadership and Board Members overseeing compliance who must recognize organizational HIPAA violations online and implement protective solutions