HIPAA’s impact on social media content

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Jill Florence, director of enterprise sales at Sprout france b2b leads Social, said it’s difficult to find healthcare marketers who don’t understand the value of social media to healthcare.

As Florence explains, “Social is a non-negotiable part of growing brand awareness and connecting with patients, doctors and community members. But for marketing teams on the digital front, overcoming the concerns of security and privacy teams can be A challenge, especially at the intersection of HIPAA and social media.”

Many organizations say HIPAA compliance measures inhibit their strategies because some of the most engaging healthcare content they create features innovative research, patient testimonials, and medical breakthroughs that require lengthy approval processes and careful implement. In this guide, we’ll detail what you need to know to stay HIPAA compliant on social media and share examples of healthcare brands that thrive on social media despite regulatory restrictions.

Please note: The information provided in this article does not constitute, nor is it intended to constitute, formal legal advice. Before reading further, please review our full disclaimer.

HIPAA privacy laws protect sensitive patient information from public disclosure, including on social media. The HIPAA Privacy Rule explicitly protects patient health information as it relates to how data is shared, including marketing and advertising efforts.

Sensitive protected health information (PHI) includes data about a patient's past, present or future medical conditions, health care services provided to the individual, and past, present or future health care payments. Given that social media platforms collect user information, track behavior, and have licenses to use visual assets, it’s easy to see why these regulations exist.