Ensuring HIPAA compliance using data warehouses for healthcare marketing
Abstract
Pairing organizational policies and procedures with data mining techniques, healthcare marketing professionals can effectively ensure compliance with the new patient privacy standards established by HIPAA. To ensure compliance, integrated data warehouses can record individual patient requests to “opt‐in” to receiving marketing materials from healthcare organizations, while those patients who “opt‐out” can be excluded from purchased or shared databases. If appropriate steps are taken, marketing professionals can continue to segment and target specific healthcare market niches using data mining techniques.
Keywords
Citation
Rafalski, E. and Mullner, R. (2003), "Ensuring HIPAA compliance using data warehouses for healthcare marketing", Journal of Consumer Marketing, Vol. 20 No. 7, pp. 629-633. https://doi.org/10.1108/07363760310506166
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited