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H "USUS.,  _ @  H "USUS.,  _ @ http://answers.hhs.gov/cgi-bin/hhs.cfg/php/enduser/std_alp.php !USUS.,  _ \  8XXdd8MARKETING   [45_CFR_Ԁ164.501,164.508(a)(3)]    Background      The_HIPAA_ԀPrivacyRulegivesindividualsimportantcontrolsoverwhetherandhow Z  theirprotectedhealthinformationisusedanddisclosedformarketingpurposes.Withlimited F  exceptions,theRulerequiresanindividualswrittenauthorizationbeforeauseordisclosureof 2t hisorherprotectedhealthinformationcanbemadeformarketing.Soasnottointerferewith ` corehealthcarefunctions,theRuledistinguishesmarketingcommunicationsfromthose  L  communicationsaboutgoodsandservicesthatareessentialforqualityhealthcare. 8   HowtheRuleWorks      ThePrivacyRuleaddressestheuseanddisclosureofprotectedhealthinformationfor   marketingpurposesby:     (x3"3"    3i23  0 `   Definingwhatis marketingundertheRule;3i݌j` (#` (# Ќ  "3"    3^23  0 `   Exceptingfromthatdefinitioncertaintreatmentorhealthcareoperations B activities;3^݌.p` (#` (# Ќ  "3"    323  0 `   Requiringindividualauthorizationforallusesordisclosuresofprotectedhealth H informationformarketingpurposeswithlimitedexceptions.3݌4` (#` (# Ќ    Whatis Marketing?ThePrivacyRuledefines marketingasmaking a   communicationaboutaproductorservicethatencouragesrecipientsofthecommunicationto  purchaseorusetheproductorservice.Generally,ifthecommunicationis marketing,then   thecommunicationcanoccuronlyifthecoveredentityfirstobtainsanindividuals !  authorization.Thisdefinitionofmarketinghascertainexceptions,asdiscussedbelow. z" 0  Examplesof marketingcommunicationsrequiringpriorauthorizationare:R$(#(# "3"    3 23  0 `   Acommunicationfromahospitalinformingformerpatientsaboutacardiac *&l! facility,thatisnotpartofthehospital,thatcanprovideabaselineEKGfor$39, 'X" whenthecommunicationisnotforthepurposeofprovidingtreatmentadvice.3 ݌(D #` (#` (# Ќ  "3"    3 23  0 `   Acommunicationfromahealthinsurerpromotingahomeandcasualtyinsurance )"% productofferedbythesamecompany.3 ݌*#&` (#` (# Ќ   +#'   WhatElseis Marketing?Marketingalsomeans: Anarrangementbetweenacovered  entityandanyotherentitywherebythecoveredentitydisclosesprotectedhealthinformationto  theotherentity,inexchangefordirectorindirectremuneration,fortheotherentityoritsaffiliate   tomakeacommunicationaboutitsownproductorservicethatencouragesrecipientsofthe   communicationtopurchaseorusethatproductorservice.Thispartofthedefinitionto n  marketinghasnoexceptions.Theindividualmustauthorizethesemarketingcommunications Z  beforetheycanoccur. F    Simplyput,acoveredentitymaynotsellprotectedhealthinformationtoabusiness ` associateoranyotherthirdpartyforthatpartysownpurposes.Moreover,coveredentitiesmay  L  notselllistsofpatientsorenrolleestothirdpartieswithoutobtainingauthorizationfromeach 8  persononthelist. $    Forexample,itis marketingwhen:   "3"    323  0 `   Ahealthplansellsalistofitsmemberstoacompanythatsellsbloodglucose   monitors,whichintendstosendtheplansmembersbrochuresonthebenefitsof ~ purchasingandusingthemonitors.3݌j` (#` (# Ќ  "3"    3c23  0 `   Adrugmanufacturerreceivesalistofpatientsfromacoveredhealthcareprovider B andprovidesremuneration,thenusesthatlisttosenddiscountcouponsforanew .p antidepressantmedicationdirectlytothepatients.3c݌\` (#` (# Ќ    WhatisNOT Marketing?ThePrivacyRulecarvesoutexceptionstothedefinitionof 4 marketingunderthefollowingthreecategories:     (1)0 ` Acommunicationisnot marketingifitismadetodescribeahealthrelated  productorservice(orpaymentforsuchproductorservice)thatisprovidedby,or   includedinaplanofbenefitsof,thecoveredentitymakingthecommunication, ! includingcommunicationsabout:z"` (#` (#  Z (yx "3"  0  0` (#(#323  0 ` (#` (#  Theentitiesparticipatinginahealthcareprovidernetworkorhealthplan R$ network;3M݌>%  (# (# Ќ  "3"  0  0` (#(#3G23  0 ` (#` (#  Replacementof,orenhancementsto,ahealthplan;and3G݌*&l! (# (# Ќ  "3"  0  0` (#(#3[23  0 ` (#` (#  Healthrelatedproductsorservicesavailableonlytoahealthplanenrollee 'X" thataddvalueto,butarenotpartof,aplanofbenefits.3[݌(D # (# (# Ќ  0  0` (#(#Thisexceptiontothemarketingdefinitionpermitscommunicationsbyacovered )"% entityaboutitsownproductsorservices.*#&` (#` (#  +#' 0  0` (#(#Forexample,underthisexception,itisnot marketingwhen:` (#` (#   (xyZ  Z (xx "3"     ` 3@ 23  0   Ahospitalusesitspatientlisttoannouncethearrivalofanewspecialty   group(e.g.,orthopedic)ortheacquisitionofnewequipment(e.g.,xray   machineormagneticresonanceimagemachine)throughageneralmailing n  orpublication.3@ ݌Z  (# (# Ќ  "3"     ` 36"23  0   AhealthplansendsamailingtosubscribersapproachingMedicare F  eligibleagewithmaterialsdescribingitsMedicaresupplementalplanand 2t anapplicationform.36"{"݌` (# (# Ќ  0  (2)0` (#(#Acommunicationisnot marketingifitismadefortreatmentoftheindividual.8 ` (#` (#   0 ` Forexample,underthisexception,itisnot marketingwhen: ` (#` (# "3"     ` 3$23  0   Apharmacyorotherhealthcareprovidermailsprescriptionrefill   reminderstopatients,orcontractswithamailhousetodoso.3$(%݌  (# (# Ќ  "3"     ` 3G&23  0   Aprimarycarephysicianrefersanindividualtoaspecialistforafollow ~ uptestorprovidesfreesamplesofaprescriptiondrugtoapatient.3G&&݌j (# (# Ќ  0  (3)0` (#(#Acommunicationisnot marketingifitismadeforcasemanagementorcare B coordinationfortheindividual,ortodirectorrecommendalternativetreatments, .p therapies,healthcareproviders,orsettingsofcaretotheindividual.\` (#` (#    ` Forexample,underthisexception,itisnot marketingwhen: 4 "3"     ` 3)23  0   Anendocrinologistsharesapatientsmedicalrecordwithseveralbehavior   managementprogramstodeterminewhichprogrambestsuitstheongoing  needsoftheindividualpatient.3))݌  (# (# Ќ   Z (xxZ "3"     ` 3+23  0   Ahospitalsocialworkersharesmedicalrecordinformationwithvarious ! nursinghomesinthecourseofrecommendingthatthepatientbe z" transferredfromahospitalbedtoanursinghome.3++݌f# (# (# Ќ    Foranyofthethreeexceptionstothedefinitionofmarketing,theactivitymustotherwise >%  bepermissibleunderthePrivacyRule,andacoveredentitymayuseabusinessassociatetomake *&l! thecommunication.Aswithanydisclosuretoabusinessassociate,thecoveredentitymust 'X" obtainthebusinessassociatesagreementtousetheprotectedhealthinformationonlyforthe (D # communicationactivitiesofthecoveredentity. (0!$   MarketingAuthorizationsandWhenAuthorizationsareNOTNecessary.Exceptas *#& discussedbelow,anycommunicationthatmeetsthedefinitionofmarketingisnotpermitted, +#' unlessthecoveredentityobtainsanindividualsauthorization.Todeterminewhatconstitutesan  acceptable authorization,see45CFR164.508.Ifthemarketinginvolvesdirectorindirect  remunerationtothecoveredentityfromathirdparty,theauthorizationmuststatethatsuch   remunerationisinvolved.See45CFR164.508(a)(3).        Acommunicationdoesnotrequireanauthorization,evenifitismarketing,ifitisinthe   formofafacetofacecommunicationmadebyacoveredentitytoanindividual;ora z  promotionalgiftofnominalvalueprovidedbythecoveredentity. ft @*  Forexample,nopriorauthorizationisnecessarywhen: >L  ! !  (xxZ "3"    3r423  0 `   Ahospitalprovidesafreepackageofformulaandotherbabyproductstonew $  mothersastheyleavethematernityward.3r44݌ ` (#` (# Ќ  "3"    3523  0 `   Aninsuranceagentsellsahealthinsurancepolicyinpersontoacustomerand   proceedstoalsomarketacasualtyandlifeinsurancepolicyaswell.355݌ ` (#` (# Ќ  _XXXX,7FrequentlyAskedQuestionsX7#XXX_X@7#_XXXX   70  ToseePrivacyRuleFAQs,clickthedesiredlinkbelow:6Yv(#(# #XXX_X7#_XXXX X#XXX_XἬ8# 4s]O  5  ]O  V8]O9   69]  7U9_XXXX4| ]O  5  FAQsonMarketingUsesandDisclosures#XXX_XD:#_XXXX  6f:]Oz:  7 : N\  X#XXX_X:#d_XXXXd#XXX_X;# X9%4 4 <DLX94^ ]O  5  ]O  d_XXXXFAQsonALLPrivacyRuleTopics d]Ou<   #XXX_X<#_XXXX6a<]O  7 <d_X_XԀ &4 #_XX_>##XXX_Xἇ=#m\F8__XXdXXd8<( ` hp x 44X<_XXXX_X_X(Y#_XX_j?##XXX_XK?#_XXXXoucanalsogotod#XXX_X?#4 2 ]O  5  ]O  _XXXXhttp://_answers.hhs.gov_/cgibin/_hhs.cfg_/_php_/_enduser_/_std_alp.php_]?@  #XXX_Xἥ@#_XXXX6+@]  7 !m@d_X_X,#_XX_wB##XXX_XA#_XXXXthen  select"PrivacyofHealthInformation/HIPAA"fromtheCategorydropdownlistand  clicktheSearchbutton.d#XXX_XB#_XXXX)_X_X#_C#_     #_D##XXC#