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Appointment Reminders,
Marketing, HIPAA and You
David Harlow JD MPH
THE HARLOW GROUP LLC
blog • healthblawg.com
twitter • @healthblawg
Photo: Moyan Brenn via Flickr CC: https://flic.kr/p/baAt6e`
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
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 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

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Appointment Reminders, Patient Marketing, HIPAA and You

  • 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
  • 5. It’s not ALL about HIPAA
  • 6. State Rules on Data Privacy Including “Sensitive” Health Data
  • 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