Institute:Office of National Coordinator (ONC) Workforce Training Curriculum
Component:The Culture of Health Care
Unit:Privacy, Confidentiality, and Security
Lecture:HIPAA Privacy Rule
Slide content:Marketing Defined as a communication about a product/service that encourages recipients of the communication to purchase/use the product/service Using PHI for marketing requires authorization from the individual Is not marketing for providers if treatment is Therapy recommendation Appointment notification Prescription refill reminder 17
Slide notes:Using health information for marketing, defined in HIPAA as a communication about a product or service that encourages recipients of the communication to purchase or use the product or service, requires authorization of the individual. Activities such as a health care provider recommending a treatment to a patient or encouraging a patient to keep an appointment or to refill a prescription have been defined as outside the scope of marketing for providers. So when a provider recommends a treatment, its not considered to be marketing; likewise, notifying patients about appointments and prescription refills is not marketing. 17