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.

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