HHS Releases Prescription Refill Reminder Guidance

The Department of Health & Human Services (HHS) released on September 19, 2013 guidance on financially remunerated prescription refill reminders.

Under the currently enforced Privacy Rule, covered entities must obtain an individual's valid authorization prior to using and disclosing the individual's protected health information for "marketing" purposes – which includes communications about a product or service that encourages the recipients of the communication to purchase or use the product or service. This requirement, however, includes a significant exception for communications that also meet the definition of "treatment" or "health care operations" communications, including prescription refill reminders, even where a third party subsidizes the covered entity's communication.