Overview:

The healthcare sector is a unique blend of professional service and competitive business. For providers of every size, strategic marketing is essential for growth and sustainability.

While the internet and social media have become the primary marketplace where potential patients seek care, many providers inadvertently use digital marketing tactics suitable for retail businesses but dangerously non-compliant for healthcare. These common strategies often violate HIPAA by enabling the unauthorized identification of patients.

The HHS Office of Inspector General highlights medical identity theft as the nation's fastest-growing identity crime. Criminals using social engineering need just two pieces of information to succeed: a patient's identity and a provider's identity. Fortunately, providers can shield themselves and their patients by implementing straightforward administrative safeguards outlined in the HIPAA Privacy Rule.

Why you should Attend:

The digital landscape is rife with clear HIPAA violations committed unknowingly by healthcare providers. Furthermore, regulatory bodies like the OCR and FTC now state that "invisible" website tracking tools, such as Meta Pixel and Google Analytics, also constitute HIPAA breaches.

These violations often originate from well-intentioned marketing efforts to attract new patients and boost engagement. Most are publicly visible, exposing providers to significant liability and patients to risks like medical identity theft. Even "invisible" trackers are easily detected by common software, placing healthcare providers directly in the crosshairs of regulators.

This webinar will provide clear, actionable compliance steps that allow providers to leverage digital platforms for effective patient engagement while mitigating these serious risks. You will learn to:

• Decipher the specific HIPAA regulations that apply to websites and social media.

• Implement straightforward safeguards to ensure your digital platforms are HIPAA-compliant.

• Understand how common Tracking Technologies (Meta Pixel, Google Analytics) breach HIPAA and FTC regulations.

• Develop strategies to avoid violations related to tracking technologies.

• Navigate the complexities of patient reviews, which can unintentionally disclose Protected Health Information (PHI).

• Distinguish between permissible responses and prohibited actions when addressing patient reviews online.

Areas Covered in the Session:

• HIPAA Regulations for Websites and Social Media

• Determining Which Websites are Subject to HIPAA Rules

• Two Essential Website Safeguards for Compliance

• The Major New Liability: Tracking Technologies

• Proactive Strategies to Avoid Tracking Technology Violations

• HIPAA Rules Governing Patient Reviews and Testimonials

• How Patient Reviews Can Lead to Unintended HIPAA Violations

• Simple and Effective Safeguards for Managing Patient Reviews

Who Will Benefit:

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

• HIPAA Compliance Officials and Privacy Officers

• Marketing and Communications Staff responsible for social media, patient engagement, and reputation management

• In-House and External Health Law Attorneys

• Vendors and Business Associates providing marketing, advertising, and social media services to healthcare entities

• C-Suite Executives and Board Members with compliance oversight responsibilities who need to recognize and prevent digital HIPAA violations