HIPAA Compliance in Healthcare Marketing & Social Media

Overview

Healthcare today is not just a profession—it’s a competitive business. Hospitals, clinics, and private practices rely heavily on digital marketing and social media to attract and retain patients. However, many healthcare providers unknowingly use marketing strategies that violate HIPAA regulations, exposing both patients and organizations to significant legal and reputational risks.

Unlike salons, gyms, or retail businesses, healthcare providers operate under the HIPAA Privacy Rule, which restricts the sharing of identifiable patient information online. Even simple online engagement tactics—like responding to patient reviews or sharing testimonials—can result in unauthorized disclosures of Protected Health Information (PHI).

The U.S. Department of Health and Human Services (HHS) Office of Inspector General (OIG) warns that medical identity theft is the fastest-growing form of identity theft in the country. Criminals need only two things to commit it: a patient’s identity and a provider’s identity. Fortunately, providers can avoid these risks by following straightforward HIPAA administrative safeguards designed for web-based marketing and communication.

This webinar provides clear guidance on how to market healthcare services online responsibly, engage patients safely, and stay fully HIPAA-compliant in the digital age.

Why You Should Attend

The internet is filled with HIPAA violations committed unintentionally by healthcare providers trying to engage patients online. From social media posts and patient reviews to website tracking technologies, these errors are highly visible and can lead to heavy fines, loss of trust, and legal exposure.

By attending this session, you’ll learn how to:

• Conduct HIPAA-compliant online marketing
• Manage social media interactions safely
• Handle patient reviews and testimonials without risk
• Protect your organization from medical identity theft
• Understand what’s allowed—and what’s prohibited—under HIPAA

This training ensures you can confidently attract and engage patients through websites and social media without violating HIPAA rules.

Learning Objectives

• Website HIPAA compliance essentials

• Patient engagement best practices (Facebook, Google, LinkedIn, etc.)

• How Facebook’s Terms of Use intersect with HIPAA regulations

• Guidelines for responding to patient reviews and online feedback

• Practical “Do’s and Don’ts” for online healthcare communication

• Administrative safeguards to prevent data exposure

Areas Covered in the Session

• HIPAA Rules for Websites and Social Media

• Understanding which websites are covered entities under HIPAA

• Managing a provider’s web and social media presence safely

• Implementing simple safeguards for HIPAA-compliant websites

• Addressing new HIPAA liabilities from tracking technologies (e.g., pixels, cookies)

• Understanding HIPAA rules on patient reviews

• Avoiding common patient review violations

• Steps to secure your digital presence while engaging patients effectively

Who Should Attend

This webinar is ideal for anyone involved in healthcare marketing, compliance, or administration, including:

• Healthcare Providers (Hospitals, Clinics, Private Practices)

• HIPAA Compliance Officers and Privacy Officials

• Marketing and Communications Teams

• Social Media and Reputation Management Staff

• Health Law Attorneys and Legal Counsel

• Healthcare Advertising & Marketing Vendors

• IT & Web Development Teams Handling PHI

• C-Suite Executives and Board Members responsible for compliance oversight

Key Takeaways

• Learn how to market healthcare services online without breaching HIPAA
• Identify risky digital practices that could expose PHI
• Understand how to manage online reviews and patient engagement safely
• Protect your organization from legal penalties and identity theft risks
• Implement simple web and social media safeguards for compliance