For healthcare practitioners, using a web analytics tool helps to measure the performance of their healthcare platforms. But as with all healthcare communication methods, security and HIPAA compliance are legal requirements. Under HIPAA, covered entities are prohibited from sharing protected health information (PHI) with third parties without consent.
Any organization that handles PHI must confirm that the tools they use, including web analytics, are secure. We've recently provided you with a list of web analytics tools that are HIPAA compliant. Now, let's take a closer look at what steps to take to guarantee the HIPAA compliant use of web analytics tools.
Read more: Which web analytics tools are HIPAA compliant?
HIPAA, the Health Insurance Portability and Accountability Act, is U.S. legislation created to improve healthcare standards. Title II is most associated with the act and establishes PHI and ePHI (electronic PHI) privacy and security standards. The Privacy Rule sets the guidelines for using and disclosing patient data.
The Security Rule sets the necessary administrative, technical, and physical safeguards to protect PHI/ePHI. The idea is to restrict access to PHI and monitor how it is communicated. Covered entities and their business associates must be HIPAA compliant to protect patients' rights and privacy.
Website analytics tools provide valuable information about current or potential patients. This information may include data about who is seeking or interested in learning more or who searches for what on a hospital's website. The idea is to use the information to improve patient communication, satisfaction, and patient care.
While such solutions offer a valuable way to increase patient engagement and deliver personalized experiences, they also open organizations to potential HIPAA violations. Web analytics data might contain PHI and, therefore, must meet HIPAA requirements. Failure to comply could mean huge fines, long-term rehabilitation plans, and loss of reputation.
Related: HIPAA compliant email: The definitive guide
Healthcare data contains sensitive, personal information, including medical histories, diagnoses, and treatments, as well as other personally identifiable information (PII).
Data analytics also often involves aggregating and linking data from multiple sources to better understand patients' health. When healthcare organizations use data analytics to extract valuable insights, there's a risk that
Patient data is susceptible to breaches (accidental and intentional), cyberattacks, data loss or corruption, user error, and system malfunctions. Furthermore, such risks may be higher when using a third-party vendor to analyze data. Without sufficient security measures, vendor breaches can be costly to a covered entity.
Breaches and HIPAA violations may lead to a monetary fine, a long-term corrective plan, loss of reputation, and lawsuits.
Assessing compliance risks starts with a risk assessment to understand the likelihood of a breach. A HIPAA compliance assessment aims to identify an organization's vulnerabilities and threats. It helps covered entities recognize areas that need improvement.
Questions to ask when auditing a web analytics tool:
Vendor HIPAA compliance ultimately means that information is protected through a signed business associate agreement (BAA). A web analytics tool would be considered a business associate (or vendor) and must sign a BAA.
Learn about: When should you ask for a business associate agreement?
Rather than removing analytics from website design, it is best to be and remain HIPAA compliant.