There is no one-size-fits-all answer that ensures these tips will protect your practice from undergoing any healthcare liability. But one thing that you shall never use is a marketing tool that needs to be HIPAA-compliant. Target patients with digital marketing tools, but once they’ve become your patients, remove their data to keep healthcare marketing compliance intact.
Websites are still the first point of patient connection and the basis of patient acquisition. Use your website to continue your research for patients and let them book appointments. Providers can use their websites to communicate directly with prospective patients, such as chatbots and live chat. But now more than ever, healthcare marketers must ultimately ensure healthcare marketing compliance in the tool kit they are using for their website.
The goal is to have long-term, ongoing relationships among patients and practices. The best way to build lasting patient connections is through email marketing tools for automation. These solutions can inform patients about new services, promote healthcare marketing compliance, and help patients make appointments.
Customer relationship management (CRM) systems act as a repository for patient actions and decisions, providing you with the data you need to enhance patient outcomes and enhance patient satisfaction.
As digital marketing continues to grow, so does sophisticated online analytics. The challenge with most of these tracking technologies is that they are third-party (meaning they’re outside of your organization), meaning the data you capture is being sent to a third party. When you send that data to a third-party tool, the healthcare marketing compliance immediately undergoes HIPAA violation.
The first step for any healthcare organization is determining if its technology vendor meets the criteria for being considered a business associate. The best way to confirm this is by using a HIPAA-compliant first-party data capture solution (FDP) owned and controlled by the organization directly in the HIPAA-protected environment. This is the only way to fully comply with healthcare marketing compliance without inadvertently collecting sensitive information through hidden tags or back-end IP collection.
HIPAA compliance is essential for healthcare providers to ensure patient privacy and comply with ever-evolving legislation. Doing so can help build trust with patients and protect the integrity of a healthcare system while avoiding financial penalties and damaging an organization’s reputation. The most effective way to implement healthcare marketing compliance is to follow this rule: never share your patient data with software that does not comply with HIPAA. Instead, analyze your data in-house and use your insights to define your audience in your online marketing campaigns.