Safeguarding patient privacy on hospital landing pages requires a proactive approach and adherence to strict security protocols. Hospitals can ensure compliance with privacy regulations by implementing robust encryption, access controls, and training programs while providing patients with a secure and seamless online experience.
The HIPAA Privacy Rule defines PHI as individually identifiable health information that relates to the past, present, or future health status of an individual. This includes any information that can be linked to a specific person and that is created, received, or maintained by a covered entity, such as a hospital.
When designing a hospital landing page, compliance with HIPAA regulations avoids the inclusion of any PHI unless it's done so in a secure and compliant manner.
Here are some examples of PHI that should generally not be included on a hospital landing page:
However, a hospital landing page can still provide valuable information without including PHI. Here are examples of appropriate content for a hospital landing page:
While these examples do not fall under PHI, it's still important to review them regularly to ensure compliance and avoid accidentally exposing sensitive information.
Read more: What are the 18 PHI identifiers?
PHI on a hospital landing page should be handled with the utmost care to ensure compliance with HIPAA regulations. Here are some guidelines to consider:
“On December 27, 2024, the Office for Civil Rights (OCR) at the U.S. Department of Health and Human Services (HHS) issued a Notice of Proposed Rulemaking (NPRM) to modify the Health Insurance Portability and Accountability Act of 1996 (HIPAA) Security Rule to strengthen cybersecurity protections for electronic protected health information (ePHI),” writes the HHS.
Under these updates, HIPAA-regulated entities are required to implement encryption as part of their security plan.
Under this requirement, it is best practice to:
According to a publication in the National Library of Medicine’s book on informed consent, informed consent “is to ensure that patients are fully informed about the medical procedures or treatments they are about to undergo, enabling them to make autonomous decisions about their care.” Hospitals must clearly communicate to users what information is being collected, how it will be used, and who will have access to it. Explicit consent must be obtained from users before collecting any PHI.
Hospitals should have policies in place regarding the retention and disposal of PHI.
Retention should be:
These policies should extend to third-party services that process data on the hospital’s behalf.
Landing pages are often managed by a mix of IT staff, communications teams, and digital marketers, some of whom may not be familiar with HIPAA requirements. The HIPAA Privacy Rule requires that “a covered entity must train all members of its workforce on policies and procedures […] as necessary and appropriate for the members of the workforce to carry out their functions within the covered entity.” Furthermore, the HIPAA Security Rule states that covered entities or business associates must “implement a security awareness and training program for all members of its workforce including management”.
Hospitals must ensure that all staff members who have access to PHI on the landing page are trained in HIPAA compliance and understand the importance of safeguarding sensitive information.
The HIPAA Security Rule technical safeguards requires HIPAA-regulated entities to “implement hardware, software, and/or procedural mechanisms that record and examine activity in information systems that contain or use electronic protected health information.”
These audit trails track who accessed PHI, when it was accessed, and for what purpose. This can help identify and respond promptly to any unauthorized access or breaches.
If using third-party services or integrations on the landing page that involve PHI, ensure that they are HIPAA compliant (have a BAA in place) and have appropriate security measures in place.
See also:
Hospitals should stay up-to-date with HIPAA regulations and implement policies and procedures to ensure compliance. This includes regular risk assessments, documentation of security measures, and prompt response to any breaches or incidents involving PHI.
Go deeper: What is the key to HIPAA compliance
Mishandling PHI can lead to severe consequences, including identity theft, medical fraud, compromised patient confidentiality, and regulatory penalties. Unauthorized access to or disclosure of PHI can harm patients and damage the reputation of the healthcare institution.
Read more: What are the consequences of not complying with HIPAA?
Hospitals should provide comprehensive training sessions covering HIPAA compliance, data security protocols, and best practices for handling sensitive information. Regular refresher courses and awareness programs can help reinforce the importance of patient privacy.