Overview:

Health care is a profession and also a highly competitive business. Providers, large and small, depend on marketing for organizational growth and stability. They know the Internet and social media are today's marketplace where patients look for health care providers

However, providers employ Internet-based marketing and social media strategies that are acceptable for salons or car dealerships but violate HIPAA because they enable unauthorized identification of individual patients. The HHS OIG warns on its website that medical identity theft is the fastest growing form of identity theft in the United States and criminals, using social engineering, need only two things to steal it: the identity of a patient and the identity of a provider. But providers can protect themselves if they follow simple administrative safeguards set out in the HIPAA Privacy Rule.

Why should you Attend: The Internet is flooded with highly visible HIPAA violations committed unknowingly by health care providers. These violations include numerous web-based tactics for patient engagement, attraction and reputation management. The violations are highly visible, exposing providers to liability and patients to dangers including medical identity theft. But following some simple HIPAA compliance steps enables providers to engage patients effectively on the Internet and avoid these highly visible risks.

Learning Objectives:

• Website HIPAA Compliance
• Patient engagement guidelines including the intersection of Facebook's Terms of Use and HIPAA
• Addressing reviews by patients posted on Internet platforms
  • What you may do
  • What you must not do

• HIPAA Rules covering Web Sites and Social Media
  • Web Sites Subject to HIPAA Rules
  • Covered Entity's Web Site
  • Covered Entity's Social Media Web Site
  • Simple Web Site Safeguards
• Major New HIPAA Web Site Liability - Tracking Technologies
• HIPAA Rules Covering Patient Reviews
  • Patient Review HIPAA Problem
  • Simple Patient Review Safeguards

• Health Care Providers - For Profit And Non-Profit
• Health Care Provider Hipaa Compliance Officials
• Provider Staff Tasked With New Patient Attraction, Patient Engagement, Provider's Facebook Page And Provider's Reputation Management
• In-House And Outside Health Law Counsel
• All Vendors Of Health Care Advertising, Marketing And Social Media Services - Including Vendors Who Access Phi And Are Hipaa Business Associates
• C-suite And Board Of Director Members Responsible For Compliance Oversight Who Must Know How To Recognize Hipaa Violations By Their Organization On The Internet And Simple Solutions To Avoid Danger