AI tools like ChatGPT and others are becoming increasingly popular for creating quick, polished responses to online reviews. For busy dental practices, it’s tempting to use these tools, or reputation management platforms that offer automatic replies, to save time. But there’s a serious concern that can’t be ignored: HIPAA compliance.
While it may seem harmless to reply to reviews on Google or Facebook, even a simple response can violate HIPAA if it acknowledges that someone is a patient or references any protected health information (PHI). For example, if someone leaves a five-star review saying, “Dr. Crentist fixed my chipped tooth quickly,” and your response says, “We’re so glad we could help!”, you’ve just confirmed they were treated in your office, which violates HIPAA.
The risk is even greater with some reputation management services that offer AI-fueled, automatic responses. These platforms might generate and publish replies in real-time, without manual oversight. While their goal is to save time and maintain a consistent tone, they often don’t fully understand or follow HIPAA requirements. The result? Your practice could unknowingly publish replies that confirm treatment, reference procedures, or otherwise disclose PHI.
How to Use AI Responsibly
That doesn’t mean AI has no place in your review strategy. It just needs to be used thoughtfully and with human supervision. Here’s how to reduce your risk:
- Use AI as a draft tool, not a publishing tool. Always review and edit before posting.
- Avoid referencing specific treatments or acknowledging that the reviewer is a patient, even if they say it themselves.
- Stick to neutral, non-confirming language, like “Thank you for your feedback” or “We appreciate you sharing your thoughts.”
- Be cautious with automation. If you’re using a third-party platform, check if it offers automated replies, and if so, disable that feature or monitor it closely.
The Bottom Line
AI can assist with online communication, but it shouldn’t replace thoughtful, compliant responses, especially in healthcare. Whether you’re drafting responses yourself or using a reputation management service, be sure HIPAA compliance remains a top priority. A convenient shortcut is never worth a privacy violation.
