Increasingly, healthcare consumers are going online to find health-related information. Marketers trying to capitalize on this trend with digital-heavy campaigns need to make sure their marketing methods are in compliance with HIPAA.
Healthcare marketers who are unfamiliar with the ins and outs of the healthcare privacy law could end up costing their organization substantial amounts of money. Individual violations can cost organizations between $100 and $50,000, depending on the level of negligence.
Tech.co suggested five tips to help healthcare marketers stay in compliance with HIPAA.
- Don't use identifying patient information.
Marketers should avoid using protected health information in a way that can reveal a patient's identity without his or her express consent.
- Don't use real-life patient images.
While trying to decorate an online landing page or social media account, marketers should refrain from using images of real-life patients. Instead, marketers should hire actors or use stock photos to ensure they remain compliant.
- Be careful with patient testimonials.
Patient stories and client testimonials have become a popular narrative frame for healthcare marketers to share their message. It is important marketers carefully consider what information they are sharing, however, to ensure the patient's health data isn't at risk.
- Train employees on HIPAA.
The people responsible for developing and implementing healthcare email marketing campaigns, social media blogs, content marketing and external communications should be competent enough to the pass a HIPAA compliance challenge.