Can You Post That?: The Secret to HIPAA Compliant Marketing

April 30, 2024

Going viral in healthcare has a much more serious meaning than in marketing.

Marketing in healthcare is essential. You want more people to know about your practice. 

Like everything, the internet has revolutionized how patients look for a healthcare provider. 

The internet is most people’s first introduction to your practice, with 75% of prospective patients first searching online for a healthcare provider. 

Marketing and healthcare might seem like oil and water, especially when you throw HIPAA in the mix, but we promise you can do both, just with some rules. 

Ready to take your patient engagement to the next level? Here are some tips and tricks when it comes to marketing your practice and being HIPAA compliant. 

Tracking Tips

One of the most common forms of marketing is online tracking tools. 

Have you ever searched for something online and seen an ad on another website? For example, while falling down the rabbit hole of watching cat videos, you go to another site. Suddenly, BAM! Cat toy ads on every other site. While we aren’t complaining about seeing more cute cats, this isn’t a coincidence. It’s just tracking tools at play. 

Almost every site you visit is trackable, with 90% of sites online having at least one tracking script installed. 

Online tracking tools have been in recent healthcare compliance news, with the OCR releasing new HIPAA-compliant guidance. 

Online tracking tiptoes into non-compliant territory, but installing software on suitable sites can be beneficial. 

First, when working with a marketing company and installing this tracking software, ensure a Business Associate Agreement (BAA) is signed. A BAA outlines the responsibilities of each party, in this case, your practice and a marketing company, when handling Protected Health Information (PHI). These agreements ensure that both parties are on the same page, are liable, and know the importance of protecting patient data. 

First, HIPAA does not apply to unauthenticated public sites like your practice’s homepage. Once patients are logging in, that’s when HIPAA comes into play. The information tracked must be the minimum necessary, and overall, can’t relate to the past, present, or future health, health care, or payment for health care. 

Following the proper protocols helps avoid fines and keeps your practice running smoothly. Back in January, the NewYork-Presbyterian Hospital was fined $300,000 due to improper tracking practices. 

Social Media Guru

We’re not expecting you to become TikTok famous, but social media can be helpful in your practice. 74% of people online use social media, and nearly half have used it to learn more about a doctor or health professional for their care. 

A social media page can be like a welcoming front door for patients. So, if you’re using it, make sure it’s HIPAA-compliant and shines a light on your fantastic practice! 

When posting on social media, ensure PHI or patients who still need to sign a media consent form are visible. 

While we know you might be excited about a patient’s new smile before and after braces, without consent, you might not be so happy with the fines. In Abyde’s software, we feature a media consent form, helping to keep your practice complaint. 

Raving Reviews 

Now, we’ve all read Google reviews. Whether it be the new Mexican restaurant up the street or your new general practitioner, we rely on others’ experiences when making a decision. Over 70% of patients trust Google reviews when searching for a new healthcare provider. 

When responding to reviews, it’s essential to follow the simple rule: less is more. You can reply to reviews; make sure that identifiable information about a patient isn’t shared. For instance, even if it’s a lovely review, sharing a patient’s treatment online is unnecessary. 

It’s essential to keep your cool when responding to these messages. 

If it is a negative review, take it offline! Offer secure forms of contact for a patient, addressing their needs in a HIPAA-compliant manner.

We’ve seen the repercussions of a Google review HIPAA violation. Manasa Health Center LLC was fined $30,000 for sharing PHI online in response to negative reviews. Even if the negative reviews were hurtful, we’re safe to say it probably wasn’t worth that much! 

What’s Next? 

We all know social media can be a game-changer for your practice, boosting patient numbers and engagement. But with great power comes great responsibility. 

That’s where Abyde swoops in – streamlining compliance for your practice.

Abyde simplifies compliance, and with features like the intuitive Security Risk Analysis, you’ll have all the tips and tools you need to ensure you’re compliant.

So, get back to posting (safely)! 

To learn more about compliance for your practice, schedule an educational consultation with one of our experts today! 

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