How does HIPAA define marketing?

HIPAA sets the standards for safeguarding sensitive patient data, which includes email marketing. Understanding how HIPAA defines marketing allows healthcare practitioners and organizations to uphold patient privacy and adhere to regulatory standards. 

HIPAA and The Privacy Rule

The HIPAA privacy rule gives individuals more control over the use and disclosure of their protected health information (PHI). This balance between privacy and information sharing helps maintain public trust in the healthcare system.

Related: What is the HIPAA privacy rule?

Defining marketing under HIPAA

HIPAA's definition of marketing is broad and encompasses any communication that encourages recipients to purchase or use a product or service. This definition is intentionally comprehensive, encompassing a range of healthcare communications that could potentially influence patients' decisions. HIPAA's overarching objective is to empower patients while enabling necessary healthcare-related communications. The privacy rule generally mandates that covered entities obtain written authorization from patients before using or disclosing their PHI for marketing purposes.

Exceptions to the marketing definition

While written authorization is the general rule for marketing communications, HIPAA recognizes exceptions that promote flexible and efficient healthcare interactions:

1. Descriptions of health-related products or services: Covered entities can share information about their products or services without obtaining written authorization. This can include communications about enhancements to health plans or the introduction of new medical equipment.
2. Communications for treatment purposes: HIPAA acknowledges the importance of communications aimed at an individual's treatment. Prescription refill reminders, referrals to specialists, and providing samples of prescription drugs are all considered treatment-related, exempt from the written authorization requirement.
3. Case management and care coordination: In the interest of patient care, communications made for case management, care coordination, or recommendations for alternative treatments are not classified as marketing. 

Marketing for remuneration

The privacy rule stipulates that covered entities are prohibited from disclosing PHI for marketing purposes to entities in exchange for direct or indirect remuneration without securing individual authorization. This safeguard ensures that patients' health information isn't exploited for financial gain without explicit consent.

Using business associates for marketing communications

To streamline communication processes, HIPAA allows the involvement of business associates in marketing activities. However, covered entities must ensure these associates adhere to the established communication guidelines. This requirement ensures that PHI is used only for communication activities consistent with HIPAA regulations.

Practices for complying with HIPAA's marketing regulations

• Offering comprehensive training to staff on HIPAA's marketing regulations.
• Developing explicit policies and procedures for marketing communications.
• Acquiring necessary authorizations for marketing activities as required.
• Prioritizing the security of PHI and adhering to rigorous data handling practices.

Related: HIPAA email marketing: what you need to know