Part 1: Promotion of Healthcare Services In recent years, promotions have become
ID: 461535 • Letter: P
Question
Part 1: Promotion of Healthcare Services In recent years, promotions have become an important part of healthcare strategy. Promoting a service is often very different than the promotion of a product. Equally important is the medium through which you promote your service, whether it is in person; online or through traditional promotional avenues, promotion has become a critical aspect of a marketing strategy. Compare the use of print media and the Internet in the promotion of healthcare services. What are the advantages and disadvantages of each? Explain. Part 2: How HIPAA works with strategy? In 1996, the Health Information Portability and Accountability Act was put into effect. This legislation profoundly changed the way the healthcare industry work in the United States. As such, healthcare organizations have had to create and change their strategies around this landmark legislation. Discuss the Health Information Portability and Accountability Act of 1996 (HIPAA) and the impact it has had on the exchange of data that includes health-related patient information.
Explanation / Answer
HIPAA was created to make the health care system more efficient and effective. It included Administrative Simplification provisions that required HHS to adopt national standards for electronic health care transactions and code sets, unique health identifiers, and security.
Advances in electronic technology posed a risk of erosion of privacy of health information of individuals. To safeguard privacy interests, HIPAA provisions were incorporated to enforce Federal privacy protection for individually identifiable health information.
The impact it has had exchange of data that includes health-related patient information can be understood in terms of the following rules that were imposed on privacy of individually identifiable health information.
The final Privacy Rule was published in December 2000, and modified in August 2002. This Rule set the national standards for protection of individually identifiable health information exposed to three types of covered entities: health plans, health care clearinghouses, and health care providers who conduct the standard health care transactions electronically.
The final Security Rule was published in February 2003 to set the national standards for protection of confidentiality, integrity and availability of electronically protected health information.
The Enforcement Rule provided national standards for enforcement of Administrative Simplification Rules.
The final Omnibus rule was enacted to implement provisions of HITECH Act in order to strengthen privacy for health information under HIPAA.