Overview:

The healthcare industry operates at the intersection of professional service and competitive enterprise. For providers of all sizes, strategic marketing is essential for organizational growth and stability, with the internet and social media serving as the primary channels through which patients now seek care.

However, many providers inadvertently employ digital marketing strategies that, while standard in retail sectors, violate HIPAA by enabling the unauthorized identification of individual patients. The HHS OIG has identified medical identity theft as the fastest-growing form of identity fraud in the U.S., noting that criminals need only two elements to succeed: a patient's identity and a provider's identity. Adherence to the straightforward administrative safeguards within the HIPAA Privacy Rule is the most effective defense against these threats.

Why you should Attend:

The digital landscape is filled with conspicuous, if unintentional, HIPAA violations by healthcare providers. These infractions often stem from common web-based tactics for patient engagement, acquisition, and reputation management. Such visible breaches expose organizations to significant liability and put patients at risk. This webinar will demonstrate how implementing specific, manageable HIPAA compliance steps allows providers to engage patients online effectively while mitigating these 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 (like Facebook's Terms of Use) and 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.