legal obstacles in digital marketing for healthcare companies
TRANSCRIPT
Legal Obstacles in Digital Marketing for HealthCare Companies
Widespread Digital Tech Has Transformed Marketing Overview
Barriers to entry for Digital Healthcare marketing efforts
Unique Challenges
Privacy & Security
Tech Compatibility
Legal Obstacles
There are Issues around Patient Access & Data
•Traditional Marketing Methods are Changing (Online)
•Physicians•HIPAA• Affordable Care Act• FTC • Devices/IoT• State Laws/Regulations
Legal Obstacles: Online Access
Online Health
Info72%
Searched
35% Self Diagnose
52% Use Smartphone
s70% Track
Health Indicators
15% Track Using Med Device or
Phone
Legal Obstacles: Physician Considerations
Physicians control ACCESS to Patients:
• Prescribe/Test New Devices• Role as Medical Directors• Investors• Participation in studies• NOTE: Subject to Self-Referral &
Anti-kickback Rules
Legal Obstacles: HIPAA
• HIPAA Privacy Rule
• Framework
• “Marketing”
• Some Transactions Permitted
• HITECH Act/Megarule
• Financial Remuneration
Legal Obstacles: Content
FTC tasked with Safeguarding Consumers & Markets
Digital Marketing Practices = Fertile Ground For FTC
• Focus on Uses/Abuses of “Big Data”• HTC - Privacy By Design• Online Advertising Disclosure Guidelines• COPPA Rule• CAN-SPAM Act• Technical Notice & Consent Issues• Civil Litigation:
★ Google Double-Click (Tracking cookies)
Legal Obstacles: Social Marketing
Best Practices1. Review collection practices
Best Practices2. Review marketing partners
Best Practices3. Privacy Policy Tune-up | DNT, Online Eraser
Best Practices4. Put systems in place
Best Practices5. Data Collection, Storage & Use
Thank You!David M. Adler | ADLER LAW GROUP
Safeguarding Ideas, Relationships & Talent®
866.734.2568www.adler-law.comDavid@adler-law.comadlerlaw.wordpress.com@adlerlaw