Webinar Overview

In today's competitive healthcare landscape, digital marketing is essential for growth. However, many common online strategies that work for other industries can inadvertently violate HIPAA by enabling unauthorized identification of patients. The HHS OIG identifies medical identity theft as the fastest-growing form of identity theft, and the very tools used for patient engagement can sometimes provide the data criminals seek.

This webinar provides a clear roadmap for leveraging digital marketing while maintaining full HIPAA compliance. You will learn how to implement straightforward administrative safeguards from the HIPAA Privacy Rule that protect your patients and your practice from the significant risks associated with online marketing, social media, and reputation management.

Why You Should Attend

The internet is filled with visible, avoidable HIPAA violations committed by healthcare providers using standard digital marketing tactics. These public missteps expose organizations to regulatory liability and put patients at risk.

Attend this session to gain critical knowledge that will enable you to:

• Implement effective marketing strategies that attract and engage patients without compromising PHI.

• Navigate the complex intersection of social media platform rules (like Facebook's Terms of Use) and HIPAA requirements.

• Develop compliant and professional protocols for addressing patient reviews online.

• Understand the severe risks posed by tracking technologies on your website and how to mitigate them.

Learning Objectives

Upon completion of this webinar, participants will be able to:

• Apply HIPAA rules specifically to organizational websites and social media platforms.

• Develop patient engagement guidelines that reconcile platform terms of service with HIPAA mandates.

• Implement a compliant strategy for managing patient reviews on public platforms, understanding what actions are permissible and which are prohibited.

Areas Covered in the Session

• The Regulatory Framework: HIPAA rules that directly govern website and social media content.

• Defining Your Digital Scope: What parts of your online presence are subject to HIPAA.

• Essential Safeguards: Simple, actionable steps to secure your website and social media accounts.

• The Hidden Threat: Understanding major new liabilities related to tracking technologies (e.g., Meta Pixel, Google Analytics).

• Managing Reputation & Reviews: The specific HIPAA rules that apply to patient testimonials and online reviews.

• Compliant Response Protocols: Simple safeguards to prevent patient reviews from leading to wrongful disclosures of PHI.

Who Will Benefit

This webinar is essential for professionals involved in healthcare marketing, compliance, and operations, including:

• Health Care Providers (both for-profit and non-profit)

• HIPAA Compliance Officials (Privacy and Security Officers)

• Marketing Staff, Patient Engagement Coordinators, and Social Media Managers

• In-House and Outside Healthcare Legal Counsel

• Vendors of Healthcare Marketing and Advertising Services

• C-Suite Executives and Board Members with compliance oversight responsibilities