How to Use HubSpot for Managing Sensitive Data in Healthcare While Staying HIPAA Compliant

Managing sensitive patient data in the healthcare industry requires both the right technology and strict compliance with regulations like HIPAA (Health Insurance Portability and Accountability Act). HubSpot, a leading CRM platform, offers various tools that can be adapted to collect, store, and manage Protected Health Information (PHI). However, it’s essential to implement the right processes to ensure HIPAA compliance, especially when handling patient consent and sensitive data.

In this post, we’ll explore how HubSpot can help healthcare companies manage sensitive data and meet HIPAA requirements, while highlighting critical considerations and steps to create a compliant process around data storage, access, and authorization.

HubSpot’s Role in Managing Sensitive Data

HubSpot’s flexibility allows healthcare organizations to handle sensitive data through properties, form submissions, and file uploads. For instance, healthcare providers can request medical records or other confidential information via forms. However, when it comes to surfacing these files for access—such as through membership pages or portals for patients and providers—it’s important to manage the data efficiently and securely.

While HubSpot can store sensitive data, there are limitations regarding the secure delivery of files to end users, and additional steps are needed to ensure that all interactions with PHI are HIPAA-compliant. To manage sensitive data effectively, you may need to track file submissions through custom properties or use custom objects to store and associate sensitive data. However, this solution must also address HIPAA’s core requirement: explicit authorization for data sharing and management of consent.

HIPAA Authorization Requirements

Under HIPAA, patients must provide clear, written consent to share their PHI with healthcare providers. This process involves several key components:

1. Written Authorization

• Format: HIPAA requires written authorization, which can be in either paper or electronic form.
• Content: The authorization must include:
  • A clear description of the information being disclosed.
  • The name of the entity disclosing the information.
  • The name of the recipient of the information.
  • The purpose of the disclosure.
  • An expiration date or event when the authorization will no longer be valid.
  • A statement informing the patient of their right to revoke the authorization at any time.
  • A signature and date from the patient (or their legal representative).

HubSpot’s forms and workflows can be tailored to capture all of these elements. For example, custom forms can be used to ensure the appropriate fields are filled out, allowing providers to gather all necessary information for compliance.

2. Specificity of Authorization

The authorization must detail exactly what information will be shared. If particularly sensitive data (such as psychotherapy notes, substance abuse treatment records, or HIV status) is involved, this must be explicitly noted in the authorization.

HubSpot can help healthcare organizations capture this level of detail through well-structured forms. Using custom properties or fields in HubSpot, you can ensure that only the authorized data is shared, and that consent for particularly sensitive data is managed carefully.

3. Right to Revoke Authorization

Patients have the right to revoke their consent at any time. Once a revocation is submitted, it must be documented and acknowledged by the healthcare provider, and the PHI should no longer be disclosed.

In HubSpot, workflows can be created to manage this process. For example, if a patient revokes their authorization, HubSpot can automatically trigger actions such as revoking access to data or files shared with a provider, and notify relevant staff to update records accordingly.

4. Voluntariness and No Conditions

Authorization must be voluntary. Providers cannot withhold treatment or services based on a patient's refusal to share their PHI, except in limited situations (e.g., participation in a clinical trial).

HubSpot’s form features can ensure that patients are aware of their rights and that their consent is truly voluntary, avoiding any compliance issues.

5. Electronic Consent and HIPAA Security Standards

If electronic systems are used for collecting consent, HIPAA requires the following:

• Encryption: PHI must be encrypted to ensure confidentiality and integrity during transmission.
• Audit Trails: Systems must document when consent was given, who provided it, and under what circumstances.

HubSpot’s platform includes essential security measures like SSL encryption, which can help protect data in transit. To meet HIPAA’s audit trail requirements, you can integrate HubSpot with tools that log detailed consent activities or create custom workflows to track this information within HubSpot.

6. Special Cases: Minors and Power of Attorney

In cases where the patient is a minor, a parent or legal guardian usually provides consent, except in certain circumstances (e.g., regarding reproductive or mental health in specific states). Similarly, if a patient is incapacitated, a person with legal power of attorney for health decisions can authorize the sharing of PHI.

HubSpot can be customized to manage these specific cases by allowing healthcare providers to capture and document the necessary legal authorizations within the CRM.

7. Disclosures Without Authorization

HIPAA also allows certain disclosures of PHI without patient consent, including:

• For treatment purposes (e.g., sharing information with another doctor).
• For payment activities (e.g., billing insurance).
• For healthcare operations (e.g., quality assessments or licensing).
• As required by law (e.g., reporting abuse or neglect).

HubSpot workflows and integrations can help manage these exceptions by setting up internal processes to flag cases where PHI can be shared without explicit consent, ensuring compliance with these legal requirements.

Building a HIPAA-Compliant Workflow in HubSpot

While HubSpot offers powerful tools for managing sensitive data, implementing HIPAA-compliant workflows requires careful planning. Here are key steps to ensure your process is secure and compliant:

• Custom Forms for Authorization: Build custom forms that capture the necessary elements of HIPAA’s written authorization requirements, including specific details about what data will be shared and for what purpose.
• Custom Objects for Data Management: Use custom objects to organize and manage sensitive data efficiently. This can help track sensitive file submissions and associate them with the proper patient or provider records.
• Workflows for Revocation and Consent Management: Create automated workflows to handle consent revocation and securely restrict access to PHI once consent has been withdrawn.
• Encryption and Secure Data Transfer: Ensure that all data, especially PHI, is encrypted during transmission. HubSpot’s SSL encryption and security features can support this, but additional measures like HIPAA-compliant third-party tools may be needed for secure file storage and sharing.
• Audit Trails: Set up tracking systems to create detailed logs of when and how patient consent was obtained and revoked. HubSpot’s CRM features, combined with integrations, can help establish these audit trails.

BridgRev: Your Trusted HubSpot Elite Partner for Healthcare

Navigating HIPAA compliance while leveraging HubSpot’s advanced CRM capabilities requires deep expertise and experience. BridgRev is a HubSpot Elite Partner with a proven track record of helping healthcare organizations implement compliant, scalable solutions.

We specialize in tailoring HubSpot to meet the unique needs of healthcare providers, ensuring that your organization can efficiently manage sensitive data while staying compliant with HIPAA regulations. From building custom workflows to integrating third-party tools for secure data management, BridgRev provides the expertise you need.

Contact BridgRev today to learn how we can help your healthcare organization unlock the full potential of HubSpot while safeguarding your patients’ sensitive data.

Want to see how we can protect your patient data in action? Watch our webinar, co-hosted with HubSpot, about how HubSpot is a great solution for healthcare providers.