appointment reminders, patient marketing, hipaa and you

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

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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/healthblawgdavid@harlowgroup.net

Thank YouDavid Harlow JD MPHTHE HARLOW GROUP

LLC