A Marketer's Guide to HIPAA: Resources for Creating Effective and Complian Marketing / Edition 1

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This unique resource is the first of its kind-a concise, yet detailed primer for healthcare marketing professionals who are tired of scaling back their marketing and promotional efforts for fear of violating HIPAA's patient privacy rules. In practical, easy-to-understand language, this guide offers a breakdown of what HIPAA permits and the conditions it imposes for using patient information in marketing initiatives. Through real-life scenarios, you'll learn how easy it is to create effective marketing tools and relationships that won't generate costly, repuration-damaging, and time-consuming privacy complaints.

A Marketer's Guide to HIPAA gives you the knowledge you need to use patient information without fear of regulatory noncompliance and provides alternative marketing methods that steer clear of HIPAA, yet can lead to effective results. This book also serves as a HIPAA privacy and security resource manual, with details on key points in those regulations.

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Product Details

  • ISBN-13: 9781578398751
  • Publisher: HcPro Publications
  • Publication date: 2/1/2007
  • Edition number: 1
  • Pages: 126
  • Product dimensions: 7.00 (w) x 9.00 (h) x 0.40 (d)

Meet the Author

Kate Borten, CISSP, CISM, is president of The Marblehead Group, Inc. in Marblehead, MA. Borten provides her clients an unparalleled blend of technical and management expertise, information security knowledge, and the insider's understanding of the world of healthcare. She is a nationally recognized expert and frequent speaker on the topics of HIPAA and health information privacy and security. She is also the author of Guide to HIPAA Security Risk Analysis (2004) and HIPAA Security Made Simple (HCPro, Inc. 2003), a contributor to newsletters on HIPAA privacy and security, and three-year chair of HealthSec, the premiere annual conference on information security in healthcare. Chris Houchens is a marketing consultant, author, blogger, and the owner of Shotgun Concepts, a marketing firm he founded in 1997 to help businesses get the most out of their marketing efforts. Houchens has spent many years working in the advertising and marketing world, most notably in the broadcasting and healthcare fields. He and his company, Shotgun Concepts (www.shotgunconcepts.com), have been recognized as one of the nation's most remarkable marketing resources in Seth Godin's Bullmarket Directory. In addition, his work has been published in numerous online resources and marketing publications such as BusinessWeek, Direct, OrthoPedics Today, Fast Company, and the Courier-Journal. Chris' blog, the Shotgun Marketing Blog, is read daily by hundreds of subscribers. Visit it today at http://shotgunconcepts.blogspot.com.
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Table of Contents

About the authors     vii
Foreword     viii
HIPAA basics     1
Administrative Simplification     4
How HIPAA has evolved     4
Important terms     5
Common elements of HIPAA's Privacy and Security Rules     8
Penalties and enforcement     9
Privacy principles and HIPAA's Privacy Rule     11
Key privacy principles     13
Patients' and plan members' rights     15
Covered entities' organizational obligations     23
Other preemptive state and federal privacy laws     24
HIPAA's Security Rule     27
General requirements     29
Administrative safeguards     31
Physical safeguards     33
Technical safeguards     34
How HIPAA defines and treats marketing     37
HIPAA's definition of marketing     41
Not marketing!     41
Marketing!     46
BAs, other third parties, and marketing     47
Exceptions to the authorization requirement     50
Authorization requirements     53
Authorization form     59
Using patient data under HIPAA     61
Using PHI in ways thatdo not require authorization     63
Using PHI in ways that require authorization     69
Testimonials and referrals     74
Marketing and public relations options that avoid HIPAA     81
Marketing without a database     83
Database marketing     86
Strategies for ensuring compliance     89
Be well grounded in applicable laws and regulations     92
Educate staff     93
Work with your privacy officer     96
Monitor marketing activities     97
Developing a review form     98
Handling HIPAA complaints effectively     99
The future of privacy     100
Glossary     101
Resources     111
HIPAA penalties     117
Requirements for business associate contracts     121
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