July 8, 2020 Nowadays, you can shop online for anything – from chopsticks that double as LED lightsabers to a wig for your dog (seriously, we’re not kidding), and shopping online for a healthcare provider is no different. The internet plays a key role in a healthcare consumer’s decision making, in fact, according to a study released by the Pew Internet & American Life Project, “80 percent of Internet users, or about 93 million Americans, have searched for a health-related topic online.” Let’s face it, we use the internet for basically anything and everything nowadays especially as we continue to adapt in today’s COVID-19 world, which is why it’s important for your practice to understand what is and isn’t allowed when it comes to HIPAA compliance and online marketing. Using online marketing as a tool can be extremely beneficial for practices. Most medical practices have a website and many use social media and email marketing as tools to reach potential patients – ensuring you are utilizing these platforms in a HIPAA compliant manner is imperative to marketing in the right ways while still ensuring the privacy of your patients and security of your practice. Whether it be for your practice website, social media page, or advertisement – if you would like to use any type of patient information there are some strict guidelines to follow: Your Practice Website Having a HIPAA compliant website for your practice enables patients to search for information regarding the services that you provide, and ultimately drive new patients to you. The following are some key tips to follow when creating and maintaining the website for your practice: Email Marketing If choosing to use email marketing to engage with patients there are some key safeguards you must take to ensure you’re protecting your patients’ information and aren’t setting yourself up for a HIPAA violation: Social Media Nowadays social media platforms play a large role in consumers’ decision making. Having a strong social media presence can be a great asset to your practice, but in order to use social media to your advantage, you should follow these guidelines: Where marketing regulations get tricky is patient reviews or comments on digital platforms. While patients are able to post a review or comment about your practice, you cannot respond in any capacity that ties the patient to your practice. A dental practice in Texas was faced with a $10,000 fine along with a 2-year corrective action plan after they responded to a patients’ Yelp review. The practice had responded to multiple reviews the investigation found, disclosing patient information including names, medical diagnoses, and more and was only hit with a small fine due to their immediate cooperation with the Office for Civil Rights. On top of ensuring that you’re meeting all the criteria for a safeguarded online presence, you should also create a well-documented strategy that clearly outlines what’s permitted and what isn’t for your staff. This should cover the necessary policies and procedures for marketing to patient’s whether it is done online, over the phone, or in person.
