A positive patient story. A successful outcome. A well-intentioned post. What could go wrong? In today’s healthcare marketing landscape, more than many organizations realize—and regulators are starting to take notice.

HIPAA Risks in Digital Marketing

In this episode, Liz Heddleston and Leah Stiegler of Woods Rogers discuss the HIPAA risks created by modern marketing practices.
Healthcare providers increasingly use social media, patient testimonials, influencers, online success stories, and AI-assisted tools. However, these practices may expose protected health information without proper authorization.

Lessons from the Cadia Enforcement Action
The conversation begins with the recent OCR enforcement action involving Cadia Healthcare Facilities. OCR alleged that online success stories disclosed patient names, photographs, and treatment information without valid written authorizations.
Consequently, the settlement offers an important warning. Positive intent, patient enthusiasm, and informal consent do not eliminate HIPAA obligations.

Emerging Compliance Challenges
Liz and Leah explain what went wrong in the Cadia matter. In addition, they address:

BULLET:

Common misconceptions about de-identification
Risks involving social media and AI-generated content
Compliance challenges involving vendors, agencies, and influencers
Possible directions for future OCR enforcement

Above all, HIPAA compliance is no longer limited to IT and cybersecurity teams. Instead, privacy safeguards must become part of the content creation and marketing process.

Practical Guidance for Healthcare Organizations
This discussion offers practical guidance for healthcare executives, compliance officers, in-house counsel, privacy professionals, marketers, and outside advisors. Listeners will learn how to manage healthcare privacy, digital marketing, and regulatory risk before an enforcement action occurs.

About Liz Heddleston
Liz focuses her practice on health law, including health information privacy and security. Moreover, she advises healthcare clients on regulatory, corporate, and operational matters.

About Leah Stiegler
Leah advises employers on workplace matters ranging from recruitment and onboarding to performance management, pay equity, reductions in force, terminations, and severance agreements.

Connect with the Podcast

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For questions or participation opportunities, contact Tom Hagy at Editor@LitigationConferences.com.

Ask him about creating this kind of content for your firm — podcasts, webinars, blogs, articles, papers, and more.

Tom Hagy
Litigation Enthusiast and
Host of the Emerging Litigation Podcast
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FILED UNDER: AI & Technology Law | Antitrust & Trade Regulation | Regulations & Compliance​​
TAGS: Data Privacy & Cybersecurity | Regulatory Enforcement | Social Media