By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    improving patient experience
    6 Ways to Improve Patient Satisfaction Within Hospitals
    December 1, 2021
    degree for healthcare job
    What Are The Health Benefits Of Having A Degree?
    March 9, 2022
    custom software development is changing healthcare
    Digital Customer Journey Mapping and its Importance for Healthcare
    July 21, 2022
    Latest News
    Beyond Nutrition: Everyday Foods That Support Whole-Body Health
    June 15, 2025
    The Wide-Ranging Benefits of Magnesium Supplements
    June 11, 2025
    The Best Home Remedies for Migraines
    June 5, 2025
    The Hidden Impact Of Stress On Your Body’s Alignment And Balance
    May 22, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    narrow-road-ahead-sign
    Narrow Networks in California?
    March 24, 2016
    Insurer Has E-Security Problem
    August 26, 2017
    What Kind of Inequality Matters to You?
    October 19, 2011
    Latest News
    Let Your Lawyer Handle the Work Before You Pay Medical Costs
    July 6, 2025
    Top HIPAA-Compliant Messaging Apps for Healthcare Teams
    June 25, 2025
    When Healthcare Ends, the Legal Process Begins: What Families Should Know About Probate and Medical Estates
    June 20, 2025
    Preventing Contamination In Healthcare Facilities Starts With Hygiene
    June 15, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Calling All Medical Marketers: Is Your Digital Ad Campaign HIPAA Compliant?
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Policy & Law > Calling All Medical Marketers: Is Your Digital Ad Campaign HIPAA Compliant?
Policy & Law

Calling All Medical Marketers: Is Your Digital Ad Campaign HIPAA Compliant?

Jonathan Catley
Jonathan Catley
Share
4 Min Read
doctorcomputer.jpg
SHARE

As the importance of digital advertising continues to grow within the medical industry, marketers must ensure that their campaigns remain in compliance with HIPAA regulations. In light of the evolving patient path to treatment, digital advertising is fast becoming the marketing tactic of choice for medical professionals across the industry. But as hospitals and medical practices scramble to keep pace with their competitors and roll out digital campaigns, there are a number of important considerations that must be taken into account — namely, marketers must ensure that their ads are in compliance with HIPAA regulations.

Contents
Staying in the ClearCover Your Bases

Staying in the Clear

HIPAA provisions for digital marketing are designed to protect patient confidentiality and satisfy the Privacy Rule, according to the HHS. As CEO of Futures of Palm Beach told Forbes, “Complete patient anonymity is key. Once marketers understand that, they can plan their campaigns accordingly.” Marketers must either avoid using information that could identify a patient, known as protected health information (PHI); obtain written authorization for its use from the patient; or completely anonymize such data by removing identifiers from 18 categories, as UC Berkley describes, including:

  • Names
  • Geographic Identifiers (county, city, addresses, zip code, etc.)
  • Dates (admission date, birth year, etc.)
  • Administrative Details (health plan numbers, driver’s license number, etc.)
  • Biometric Identifiers (photos, fingerprints, voice prints, etc.)

Naturally, there are a multitude of ways that patients can be identified online (which may not be covered by these 18 categories), so marketers must exercise caution when developing patient-generated marketing initiatives, such as a real-life success story or endorsement, for example. Of course, privacy violations are not the only opportunity for medical marketers to run afoul of HIPAA regulations. As Digital Guardian notes, providers and marketers must also comply with the Security Rule, which mandates that electronically stored or sent PHI is protected from data breaches, leaks, and unwanted disclosures. While this provision is primarily aimed at providers, marketers must also ensure that any protected information stored in their systems is secured at all times.

Cover Your Bases

While some hospitals, physicians, and medical marketers try to tiptoe around specific HIPAA provisions, such as PHI, it’s often easiest to avoid the issue altogether by drafting content that attracts patients without introducing potentially fraught information. For instance, marketers can provide generic health advice or tips, comment on the state of the industry, or provide educational resources, without the inclusion of patient-specific information. Taking this safer route may be preferable to the punishment for violating HIPAA — a potential fine of $50,000 per violation, as WebPT notes. Equally important is that every member of your marketing team be thoroughly trained in HIPAA regulations, with specific guidelines in place for your individual medical organization. Likewise, if you’re interested in enlisting the services of a third-party marketing vendor, make sure that they’re HIPAA certified. Most commonly, violations stem from a lack of experience or confusion surrounding the nuanced rules and regulations. So while HIPAA may seem daunting, a well-informed approach is the key to avoiding compliance issues.

More Read

The Olympics, Doctors, the NHS, Transformation and Heroes: Why the Difference between the USA and UK? Part II
How AI In Healthcare Can Improve Patient Outcomes
When Health IT Is the Patient
Debating Healthcare
JAMA Viewpoint Calls for Revising Physician Social Media Guidance
Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

9 Lifestyle Tweaks That Can Add Years to Your Life
9 Healthcare Lifestyle Tweaks That can Add Years to Your Life
lifestyle
July 11, 2025
car accident lawsuit
Let Your Lawyer Handle the Work Before You Pay Medical Costs
Policy & Law
July 6, 2025
women dental care
What Is a Smile Makeover and How Much Does It Cost?
Dental health
June 30, 2025
HIPAA-Compliant Messaging Apps
Top HIPAA-Compliant Messaging Apps for Healthcare Teams
Global Healthcare Policy & Law Technology
June 25, 2025

You Might also Like

Pelosi’s District Gets 20% of Latest ObamaCare Waivers

May 18, 2011

The Global Burden of NCDs – Our Future Public Health Legacy?

October 20, 2011
Image
Health ReformPolicy & Law

Health Reform’s Impact on Benefits Administration

April 17, 2013
telemedicine
eHealthMedical EducationTechnology

Video Calling Shrinks Distance, Time and Cost in Healthcare

May 21, 2013
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?