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