Protected Health Information (PHI) is any health-related information that can identify a specific person. In home care marketing, PHI commonly appears in testimonials, case stories, intake notes, photos, emails, and review responses when details can be traced back to an individual.
Under HIPAA, using PHI for marketing generally requires a valid written authorization unless a specific exception applies. Even if a family shares details publicly, agencies should avoid confirming identifiable health details in their responses.
For practical compliance, agencies should:
- Limit PHI use in public-facing content
- Use clear authorization workflows for testimonials and stories
- Train staff on what counts as identifiable information
- Keep response templates generic for public reviews and social media