Privacy-First: How to Ensure Your Healthcare Marketing Aligns With HIPAA

Doriann Cain joined a panel presentation on “Privacy-First: How to Ensure Your Healthcare Marketing Aligns With HIPAA.” The other panelists were Ray Mina, head of marketing at Freshpaint; Bridget O’Connor, partner & COO at Fortalice Solutions; and Edward Rafalski, chief strategy and marketing officer for BayCare Health System.

A little over a year ago, HHS and OCR issued a HIPAA bulletin focused on consumer privacy and the use of tracking technologies that seemed poised to bring digital health care marketing to a screeching halt. Fortunately, solutions have emerged. Organizations that have adopted new processes are successfully using tracking tools without risking a HIPAA breach. If you’re not there yet, there is light at the end of the tunnel.

Topics that Doriann and the panel discussed included:

• What it means to be privacy-first
• Who needs to be involved in process change
• How to have constructive conversations with legal and compliance
• Why web trackers don’t comply with HIPAA
• Which tools you need a BAA (Business Associate Agreement) for
• What to do if you can’t get a BAA.