Medicare Compliance & Reimbursement - 2018 Issue 1
Compliance: Marketing Your Surgery Center? Don't Stumble Over These Healthcare-Specific Statutes
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Article Overview
This article explains the main compliance considerations for marketing an ambulatory surgery center, including patient privacy requirements, use of protected health information in promotions, business associate arrangements, and referral-related concerns involving physicians and family members. It is intended for ASC leaders, administrators, compliance staff, and marketers who need a high-level understanding of how healthcare-specific statutes affect advertising and joint marketing efforts.
Why This Topic Matters
Marketing can help a surgery center compete, but in healthcare it also raises legal and compliance risks. Understanding the broad statutory issues covered here helps organizations avoid privacy, fraud-and-abuse, and referral-related missteps when planning promotional campaigns.
What You Will Learn
- How healthcare privacy rules can affect marketing communications
- Why third-party marketing arrangements may require additional compliance review
- What broad fraud-and-abuse concerns arise in physician-related promotional activities
- How joint marketing can create referral and conflict-of-interest concerns
- Why surgery centers should review how surgeons and the facility are presented in promotional materials
Who Should Read This
- Ambulatory surgery center administrators
- Compliance officers
- Healthcare marketers
- Practice managers
- Physician owners and shareholders
- Healthcare attorneys
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