Date post: | 16-Jan-2017 |
Category: |
Marketing |
Upload: | adler-law-group |
View: | 3,324 times |
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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