Legal Obstacles in Digital Marketing for Healthcare Companies

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