Marketing is any communication about a product or service that encourages recipients
to purchase or use the product or service. The Privacy Rule allows:
- Communications to describe health-related products or services, or payment for them,
provided by or included in a benefit plan of the covered entity making the communication
- Communications about participating providers in a provider network, replacement of,
or enhancements to a health plan, and health-related products or services available
only to a health plan's enrollees that add value to, but are not part of, the benefits
plan
- Communication for treatment of the individual
- Communication for case management or care coordination for the individual, or to direct
or recommend alternative treatment, therapies, health care providers or care setting
Marketing also is an arrangement between a covered entity and any other entity whereby
the covered entity discloses PHI, in exchange for direct or indirect remuneration,
for the other entity to communicate about its own products or services encouraging
the use or purchase of those products or services. A covered entity must obtain an
authorization to use or disclose PHI for marketing, except for face-to-face marketing.
An authorization for marketing that involves remuneration from a third party, must reveal
that fact.