Webinar Overview

Healthcare is both a profession and a highly competitive business. While providers depend on digital marketing for growth, many common online strategies—perfectly acceptable for other industries—unwittingly violate HIPAA by enabling the unauthorized identification of patients.

The HHS OIG warns that medical identity theft is the fastest-growing form of identity theft, requiring only two pieces of information: a patient's identity and a provider's identity. The very marketing tools designed to attract patients can inadvertently supply this data. Regulators from the OCR and FTC have now explicitly stated that "invisible" tracking technologies like Meta Pixels and Google Analytics on healthcare websites often constitute a serious HIPAA violation.

This webinar provides a clear path through this complex digital landscape. You will learn how to leverage the power of online marketing while implementing straightforward administrative safeguards required by the HIPAA Privacy Rule to protect your patients and your practice.

Why You Should Attend

The internet is rife with visible and invisible HIPAA violations committed by well-intentioned providers. These violations often stem from standard marketing tactics used to attract new patients and foster engagement, exposing providers to significant liability and patients to the risk of medical identity theft.

Attend this session to gain the knowledge to:

• Understand the specific HIPAA rules that apply to your website and social media presence.

• Implement simple, effective safeguards to make your digital platforms compliant.

• Identify how tracking technologies violate HIPAA and FTC regulations and learn how to avoid these pitfalls.

• Navigate the challenges of patient reviews, understanding what you are allowed to do and what you must strictly avoid to prevent unauthorized disclosures of PHI.

Areas Covered in the Session

• The Regulatory Framework: HIPAA rules specifically covering websites and social media platforms.

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

• Two Essential Safeguards: Simple, actionable steps to secure your website.

• The Tracking Technology Threat: Understanding the major new liability posed by Meta Pixels, Google Analytics, and other invisible web trackers.

• Avoiding Tracker Liability: Practical strategies to audit and reconfigure your website for compliance.

• Managing Patient Reviews: The HIPAA rules governing patient testimonials and online reviews.

• Proactive Review Management: Simple safeguards to prevent patient reviews from violating HIPAA.

Who Will Benefit

This webinar is essential for a wide range of professionals involved in healthcare marketing and compliance, including:

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

• HIPAA Compliance Officials (Privacy and Security Officers)

• Marketing, Patient Engagement, and Social Media Staff

• In-House and Outside Healthcare Legal Counsel

• C-Suite Executives and Board Members overseeing compliance

• Vendors of Healthcare Marketing, Advertising, and Social Media Services

• All Business Associates who access PHI in the course of their marketing work