What must healthcare providers do before using or disclosing PHI for marketing?

Healthcare providers are required to obtain written authorization from the individual before using or disclosing protected health information (PHI) for marketing purposes. This requirement is in place to ensure that individuals have control over how their personal health information is utilized, particularly in commercial contexts.

Obtaining written consent empowers patients by allowing them to make informed choices about their health data. It safeguards their privacy and strengthens trust in the healthcare system, ensuring that providers respect individual rights regarding personal health information.

Other options do not align with the rules set forth by HIPAA regarding the use of PHI for marketing. Posting a public service announcement, notifying the media, or sharing information with other providers does not fulfill the legal requirement for authorization and does not account for the individual's privacy rights under HIPAA. Hence, written authorization is pivotal for compliance and ethical handling of PHI in marketing scenarios.