CVS Stops Some Prescription Reminders, Citing HIPAA Update

By Juan Carlos Rodriguez (May 6, 2013, 7:13 PM EDT) -- CVS Pharmacy Inc. said Monday it will stop using data from patient prescription drug records to mail prescription refill notices to customers on behalf of pharmaceutical manufacturers, citing newly implemented privacy rules in the Health Insurance Portability and Accountability Act.

HIPAA was updated in January to include new rules for communications between a provider and patients that are subsidized by third parties. Under the final rule, any communication for which the provider receives payment from a third party — for example, a pharmaceutical company — constitutes marketing.

The use of a patient's protected health information in marketing, such as communications about...

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