PHI vs PII: Critical Distinctions for Healthcare Marketers for Occupational Therapy Services

Occupational therapy practices face unique HIPAA compliance challenges when running digital ads. Unlike general healthcare providers, OT services often involve detailed functional assessments and disability-related data that can easily become identifiable when combined with standard marketing pixels. A single retargeting campaign can inadvertently expose patient conditions, creating massive liability risks.

The Hidden Compliance Risks Threatening OT Practices

Meta's Broad Targeting Exposes PHI in Occupational Therapy Campaigns

When OT practices use Facebook's lookalike audiences based on patient lists, they're essentially telling Meta which specific conditions their patients have. The platform's algorithm connects treatment patterns with user profiles, creating a digital trail of protected health information.

Client-Side Tracking Leaks Functional Assessment Data

Traditional Google Analytics and Meta pixels capture every page visit, including URLs containing assessment codes, therapy session types, and equipment recommendations. According to HHS OCR guidance on tracking technologies, this constitutes a HIPAA violation even without patient names.

Server-Side vs Client-Side: The Critical Difference

Client-side tracking sends raw patient data directly to advertising platforms. Server-side tracking processes data through your controlled environment first, allowing PHI filtering before any external transmission. This architectural difference determines HIPAA compliance.

How Curve Eliminates PHI Risk for OT Marketing

Automated PHI Stripping at Multiple Levels

Curve's system identifies and removes occupational therapy-specific identifiers including CPT codes, assessment scores, and mobility device references. Our client-side filtering catches obvious PHI, while server-level processing uses machine learning to detect contextual health information that standard filters miss.

Seamless EHR Integration for OT Practices

• Connect popular OT software like WebPT and SimplePractice

• Automatically map therapy outcomes to compliant conversion events

• Sync patient progress milestones without exposing treatment details

• Generate HIPAA-safe audiences for retargeting campaigns

Implementation takes under 30 minutes with our no-code setup, compared to 20+ hours for manual HIPAA-compliant configurations.

Optimization Strategies for HIPAA Compliant OT Marketing

Leverage Enhanced Conversions Without PHI Exposure

Google's Enhanced Conversions can improve attribution while maintaining compliance. Hash patient email addresses on your server before sending to Google, never exposing therapy-specific details or treatment histories.

Meta CAPI Integration for Occupational Therapy

Use Meta's Conversion API to send sanitized conversion data that excludes functional assessment details. Focus on business outcomes like "consultation booked" rather than "stroke rehabilitation inquiry."

Audience Segmentation Based on Service Lines

Create broad categories like "mobility services" or "workplace ergonomics" instead of specific conditions. This approach maintains targeting effectiveness while preventing inference of patient diagnoses through ad delivery patterns.

Frequently Asked Questions

Is Google Analytics HIPAA compliant for occupational therapy practices?

Standard Google Analytics is not HIPAA compliant for OT practices because it captures URLs containing therapy codes and session details. Server-side implementations with PHI filtering can achieve compliance.

Can occupational therapy practices use Facebook retargeting ads?

Yes, but only with proper PHI stripping and server-side tracking. Direct pixel implementations risk exposing patient conditions through behavioral data patterns.

What constitutes PHI in occupational therapy marketing data?

PHI includes therapy session types, assessment scores, mobility equipment needs, workplace accommodation details, and any data that could identify a patient's functional limitations when combined with other information.

Ready to Run Compliant Google/Meta Ads?

Don't let HIPAA compliance hold back your occupational therapy practice's growth. Curve's automated PHI stripping and server-side tracking ensure your marketing campaigns stay compliant while maximizing performance.

Book a HIPAA Strategy Session with Curve

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