BUSINESS
TECHNOLOGY
USE PHOTO RECOGNITION
BUILD RELATIONSHIPS WITH PATIENTS BY TAKING THEIR PICTURES
KEVIN GEE, O.D.
MY STAFF has told me I have an incredible memory when it comes to patient recognition. I don’t exactly know how or why, but I seem to recall most of my patients’ information (including medical history and family members) just by seeing their faces. A nice side effect of this skill is that it has helped me to build and strengthen doctor-to-patient relationships.
Being a doctor rooted in the community, it’s not uncommon for me to run into patients at the grocery store or at a community event, and they always smile and look impressed when I call them by name. To patients, this means we, as doctors, genuinely care, which binds patients to our practices.
In realizing the power of patient recognition, doctors who don’t have stellar memories have decided to take photos of their patients and link these photos to the patients’ medical accounts. This is a great way to build one’s memory, but before you do so, keep a few things in mind.
1 GET PERMISSION
Because taking and maintaining a picture of a patient for the purpose of remembering his or her name, arguably, falls within the category of “treatment, payment and healthcare operations,” it does not require a HIPAA authorization. That said, it is good practice to tell the patient the reason for the photo:
“I like to take headshots of my patients so I can quickly match a name to a face. Is this ok with you?”
When you want to use a patient’s photo to promote a new product, such as a frame, via your social media channels or when acquiring video testimonials, HIPAA requires that you obtain a written authorization signed by the patient that complies with the technical requirements of HIPAA. (See: http://tinyurl.com/hipaaprivacy)
2 AVOID ‘YOUR’ CAMERAS
Make sure the camera or video device you use to acquire photos and videos of patients is not a personal camera, as you want to ensure both the images and videos are secure. This means there should be no way an outside source could obtain, for its use, the /archive/2016/July/images/videos.
Storing the photo/video in an electronic format makes it electronic-protected health information (ePHI) that is subject to HIPAA’s Security Rule. You, as the provider, have an obligation to store that ePHI in a secure fashion consistent with the standards of the Security Rule. The Security Rule obligates you:
(1) to ensure the confidentiality, integrity and availability of your ePHI.
(2) protect against any reasonably anticipated threats or hazard to the security or integrity of the ePHI.
(3) protect against any reasonably anticipated uses or disclosures of the information not permitted or required by the Security Rule.
In my practice, for example, we use iPads and iPod Touch devices that never leave the premises to minimize any personal information security breach.
3 USE A SECURE PROGRAM
Lastly, investigate digital media vendors thoroughly to ensure the storage systems they offer, whether local or cloud-based, are secure and HIPAA compliant. OM
Special thanks to Michael Bossenbroek, J.D., for reviewing and adding to this month’s column. He is a partner at Wachler & Associates, P.C., a Detroit law firm that specializes in health care.
DR. GEE practices in Houston and is an assistant clinical professor at the University of Houston College of Optometry. He is a Fellow of the American Academy of Optometry and an ABO Diplomate. Also, he’s on Allergan’s advisory board, a consultant for Weave Communications and on the. TearScience advisory board. Email him at drgee@geeeyecare.com, or visit tinyurl.com/comment to comment. |