Overview:

The healthcare sector operates at the intersection of professional service and competitive enterprise. For providers of every scale, strategic marketing is indispensable for fostering growth and ensuring organizational stability, with digital platforms and social media serving as the primary marketplace for patients seeking care.

However, many providers inadvertently employ online marketing tactics suitable for general commerce that violate HIPAA by permitting the unauthorized identification of patients. Official warnings from the HHS OIG highlight medical identity theft as the most rapidly expanding form of identity fraud in the U.S., where malicious actors need only two components to succeed: a patient's identity and a provider's identity. Adherence to the straightforward administrative safeguards within the HIPAA Privacy Rule is the primary defense for protecting against these threats.

Why you should Attend:

Digital spaces are rife with conspicuous, if unintentional, HIPAA violations by healthcare providers. These infractions often originate from standard marketing practices aimed at patient acquisition and engagement, exposing organizations to significant liability and putting patients at risk. This webinar will demonstrate how implementing specific, manageable HIPAA compliance measures allows providers to engage patients online effectively while mitigating these significant dangers.

Learning objectives include:

• Website HIPAA Compliance: Understanding the direct application of HIPAA rules to your official web presence.

• Patient Engagement Guidelines: Navigating the intersection of platform-specific terms of use and federal HIPAA obligations.

• Managing Patient Reviews: Developing compliant protocols for addressing patient-posted reviews on public platforms, including permissible and prohibited responses.

This session will clarify the specific HIPAA safeguards that enable effective, compliant internet-based marketing.

Areas Covered in the Session:

• Application of HIPAA Rules to Websites and Social Media

• Essential Safeguards for Your Digital Presence

• The Emerging Liability of Tracking Technologies

• HIPAA Compliance for Patient Reviews and Testimonials

• Practical Safeguards for Managing Online Feedback

Who Will Benefit:

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

• HIPAA Compliance Officials and Their Staff

• Personnel responsible for patient acquisition, digital engagement, and online reputation

• In-House and External Healthcare Legal Counsel

• Vendors of Healthcare Marketing and Social Media Services (including HIPAA Business Associates)

• Executive Leadership and Board Members overseeing compliance, who must be able to identify online risks and implement effective solutions.