June 2024 update: A June 20th federal court ruling held parts of the December 2022 Bulletin issued by the U.S. Department of Health & Human Services (“HHS”) about online tracking technologies invalid. HHS is now considering its next steps following the order. With the uncertainty surrounding this 18-month saga, healthcare providers can rely on CallRail to understand patient privacy risks and support HIPAA compliance. CallRail's Healthcare plans offer providers confidence in attracting new patients while ensuring that their patients' data is secure.
The unprecedented Change Healthcare cyberattack has shaken the healthcare industry, highlighting a critical concern for patients, providers, and marketers worldwide. With over 100 million individuals' personal health information potentially compromised, the incident goes well beyond an IT issue to impact operations, patient trust, and data security policies – among countless other aspects of business. While it’s likely "a substantial proportion of people in America" had their data stolen – providers and companies are currently suffering the most from this attack in their inability to process claims and maintain the steady flow of business.
This breach is more than a security test – it’s a wake-up call. Healthcare businesses remain vulnerable, and are therefore urged to review their data security and compliance practices. This is particularly crucial because healthcare organizations still need to gather and use data to best market their services, which sometimes includes the protected health information of both current and prospective patients. Healthcare providers can now adhere to safe harbor guidelines to ensure compliance with HIPAA regulations when using online tracking technologies for marketing purposes.
Healthcare cybersecurity in the wake of the breach
A significant outcome of the Change Healthcare event is the recognition of security and privacy by design rather than just a compliance requirement. Healthcare organizations, including their marketing departments and related departments, must safeguard patients' confidential information at all times.
Bad actors often target healthcare entities and their associates due to their complex systems and ample access to sensitive information. This calls for an even more stringent vetting process and continuous monitoring of security practices not just within the system but also for service providers. Healthcare practices must scrutinize their systems and associates to ensure their data ecosystem is airtight.
Healthcare marketing and HIPAA compliance
Healthcare marketing is a balancing act, leveraging needed tech tools while
safeguarding protected health information (PHI) and ePHI. Providers must adopt
stringent compliance measures, such as the use of tools that support HIPAA
compliance as well as leveraging a Business Associate Agreement (BAA) with any
online tracking technology vendors.
If companies were previously lax regarding data privacy, this breach and the related Guidance issued on March 18th by the Department of Health and Human Services underscore the notion that privacy starts before a website visitor becomes a patient. CallRail provides effective Call Tracking and marketing analytics while ensuring that the process remains in accordance with data protection laws.
The efficacy of healthcare marketing depends upon the accuracy and lawfulness
of the data it employs, making adherence to HIPAA a critical consideration for
successful patient recruitment. With tools like CallRail, healthcare providers
can collect and interpret accurate marketing data within secure parameters,
ensuring that the patient's right to privacy remains uncompromised.
Leveraging CallRail in the post-Change Healthcare era
CallRail enables healthcare marketers to run sophisticated operations while maintaining privacy standards. As the healthcare industry grapples with the fallout from the Change Healthcare breach, the demand for secure, reliable, and insight-driven marketing solutions has never been more urgent.
Providers and marketers alike can leverage CallRail to gain precise insight into the performance of their marketing efforts, optimize campaign strategies, and maximize return on investment—all while adhering to HIPAA and HITECH requirements. The Change Healthcare incident has left an indelible mark on the healthcare industry and its approach to security and privacy. Going forward, providers must arm themselves with tools and practices that not only protect their patients' data but also enable them to thrive in a competitive and data-driven marketing landscape.
CallRail stands ready to support the healthcare sector's transformation, enhancing patient recruitment and organizational success through secure, data-driven marketing. With the right tools and a proactive mindset, healthcare providers can turn the challenges of data security into opportunities for growth and transformation.
Protect your patients and your practice
Learn more about our exclusive Call Tracking solutions that support HIPAA compliance.
