appointment reminders, patient marketing, hipaa and you
TRANSCRIPT
Appointment Reminders, Marketing, HIPAA and You
David Harlow JD MPHTHE HARLOW GROUP
LLCblog • healthblawg.com
twitter • @healthblawg
Photo: Moyan Brenn via Flickr CC: https://flic.kr/p/baAt6e`
HIPAA HighlightsPHICEBA
Breach Notification• Patients• Government• Press (>500)
Enforcement (OCR/AGs)• BA Primary Liability• Downstream responsibility• Audits, Complaint
Investigations, Fines
TPOBAANPP
Authorization/Consent
Security • Administrative• Technical• Physical• >> Risk Assessment
Privacy • Minimum Necessary for TPO• Patient Access• Opt-In for Research,
Marketing, Fundraising
Wall of Shame
It’s not ALL about HIPAA
State Rules on Data Privacy
Including“Sensitive” Health Data
Lockdown vs. Open Door
A Formula for Patient-Centric mHealth Apps
Quality Tools = Satisfy Patients’ Needs§ + Transparency + Reliable Health Data Management*
§Satisfy Patients’ Needs = Useful Functionality + Efficacy
*Reliable Health Data Management = Good Privacy Practices + Data Security
Adapted from: John “Pharmaguy” Mack’s Pharma Marketing Blog
Formula for Patient-Centric Digital Tools
Clear Expectations => No Surprises
HIPAA Marketing Rule
Photo: Natalie Maynor via Flickr CC https://flic.kr/p/4SrQMu
Marketing
What it isn’t:
1. Refill reminders for drugs or biologics (but only if any
payment received is reasonably related to costs)
2. Treatment and health care operations purposes UNLESS
Covered Entity receives payment for making
communication
What it is:
- Treatment- Describing a covered service
or a provider in a network- Communications about treatment alternatives
Communication about a product or service that
encourages recipients of the communication to purchase or
use the product or service
Notice of Privacy Practices
SMS?Email?Patient Choice
Photo: nseika via Flickr CC https://flic.kr/p/ewLuku
The Case of the Appointment
Reminders
Photo: Flickr CC by Ken Teegardin https://flic.kr/p/9sbboc
Ask Patients to Opt In
Photo: Billie Ward via Flickr CC https://flic.kr/p/aQnVH4
The Inevitability of Digital Health
Photo: Moyan Brenn via Flickr CC: https://flic.kr/p/baAt6e`
for contact info txt dharlow to 50500or scan the QR code
harlowgroup.nethealthblawg.com
twitter.com/[email protected]
Thank YouDavid Harlow JD MPHTHE HARLOW GROUP
LLC