Synopsis
Introducing A Marketer's Guide to HIPAA: Resources for Creating Effective and Compliant Marketing. This all-in-one guide explains the parts of HIPAA you need to be aware of, and gives you concrete examples of effective marketing practices that use valuable patient data, but steer clear of HIPAA violations. This unique resource is the first of its kind a concise, yet detailed primer for healthcare marketing, communications, and PR professionals who are tired of skirting the use of patient data in their promotions out of fear of violating HIPAA laws, or who simply need to know how and why HIPAA impacts marketing. In practical, easy-to-understand language, A Marketer's Guide to HIPAA offers a breakdown of what HIPAA permits, and the conditions it imposes for using patient information in marketing initiatives. Through real-life scenarios, you'll learn how easy it is to create effective marketing tools and relationships that won't generate costly, reputation-damaging, and time-consuming privacy complaints.
About the Author
Kate Borten, CISSP, CISM, is president of The Marblehead Group, Inc. in Marblehead, MA. Borten provides her clients an unparalleled blend of technical and management expertise, information security knowledge, and the insider's understanding of the world of healthcare. She is a nationally recognized expert and frequent speaker on the topics of HIPAA and health information privacy and security. She is also the author of Guide to HIPAA Security Risk Analysis (2004) and HIPAA Security Made Simple (HCPro, Inc. 2003), a contributor to newsletters on HIPAA privacy and security, and three-year chair of HealthSec, the premiere annual conference on information security in healthcare. Chris Houchens is a marketing consultant, author, blogger, and the owner of Shotgun Concepts, a marketing firm he founded in 1997 to help businesses get the most out of their marketing efforts. Houchens has spent many years working in the advertising and marketing world, most notably in the broadcasting and healthcare fields. He and his company, Shotgun Concepts (www.shotgunconcepts.com), have been recognized as one of the nation's most remarkable marketing resources in Seth Godin's Bullmarket Directory. In addition, his work has been published in numerous online resources and marketing publications such as BusinessWeek, Direct, OrthoPedics Today, Fast Company, and the Courier-Journal. Chris' blog, the Shotgun Marketing Blog, is read daily by hundreds of subscribers.
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