New Online Tracking Guidance from HHS: Staying Compliant While Not Breaking the Bank

MedCity News July 7, 2024
Rachael Sauceman

How do independent physicians’ practices maintain a data-based marketing strategy while staying HIPAA compliant?

In December 2022, the Office of Civil Rights, responsible for enforcing HIPAA laws in the United States, released new guidelines on the Use of Online Tracking Technologies by HIPAA Covered Entities. In the wake of the new guidelines, some organizations – including large health systems – immediately pulled Google Analytics, advertising pixels and other ad or tracking technologies from their website, leaving their marketing efforts in the dark. Many solutions have arisen in the meantime, and while many organizations have already completed their implementations, some of these new, HIPAA-compliant tracking solutions aren’t cheap.

From health systems to independent solo practitioners, we know that all...

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