1.
Appointment Reminders,
Marketing, HIPAA and You
David Harlow JD MPH
THE HARLOW GROUP LLC
blog • healthblawg.com
twitter • @healthblawg

2.
Photo: Moyan Brenn via Flickr CC: https://flic.kr/p/baAt6e`

3.
HIPAA Highlights
PHI
CE
BA
Breach Notification
•Patients
•Government
•Press (>500)
Enforcement (OCR/AGs)
•BA Primary Liability
•Downstream responsibility
•Audits, Complaint
Investigations, Fines
TPO
BAA
NPP
Authorization/Consent
Security
•Administrative
•Technical
•Physical
•>> Risk Assessment
Privacy
•Minimum Necessary for TPO
•Patient Access
•Opt-In for Research,
Marketing, Fundraising

4.
Wall of
Shame

5.
It’s not ALL about HIPAA

6.
State Rules on
Data Privacy
Including
“Sensitive” Health Data

7.
Lockdown vs. Open Door

8.
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

9.
Clear Expectations => No Surprises

10.
HIPAA Marketing Rule
Photo: Natalie Maynor via Flickr CC https://flic.kr/p/4SrQMu

11.
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

12.
Notice of Privacy Practices

13.
SMS?
Email?
Patient
Choice
Photo: nseika via Flickr CC https://flic.kr/p/ewLuku

14.
The Case of the
Appointment
Reminders
Photo: Flickr CC by Ken Teegardin https://flic.kr/p/9sbboc

15.
Ask Patients to Opt In
Photo: Billie Ward via Flickr CC https://flic.kr/p/aQnVH4

16.
The Inevitability of Digital Health

17.
Photo: Moyan Brenn via Flickr CC: https://flic.kr/p/baAt6e`

18.
for contact info
txt dharlow to 50500
or scan the QR code
harlowgroup.net
healthblawg.com
twitter.com/healthblawg
david@harlowgroup.net
Thank You
David Harlow JD MPH
THE HARLOW GROUP LLC