If a patient chooses not to share their PHI for marketing, what is the correct action?

The correct action when a patient chooses not to share their Protected Health Information (PHI) for marketing purposes is to respect their decision and not use it. Under the HIPAA Privacy Rule, individuals have the right to control the use and disclosure of their PHI, particularly in contexts where sensitive information could be shared for marketing reasons.

When a patient explicitly declines to allow their PHI to be used for marketing, healthcare providers and organizations are legally obligated to honor this choice. This ensures that patients maintain their autonomy over personal health data and are protected against unauthorized use of information that they do not wish to share. Upholding this respect for patient preference is part of maintaining trust and ensuring compliance with HIPAA regulations.

The other options suggest actions that would violate patient privacy rights and HIPAA standards, emphasizing the importance of always prioritizing patient consent in these scenarios.