Schema App’s Response to Latest Requirements from HIPAA


In December, the U.S. Division of Well being and Human Providers (HHS) issued a Bulletin about adjustments to the Well being Insurance coverage Portability and Accountability Act across the  “Use of Online Tracking Technologies by HIPAA Covered Entities and Business Associates.” 

All through the month of December, Schema App partnered with our Healthcare shoppers to establish how these new necessities impression their schema markup and the way Schema App can assist.

What are the necessities? 

The brand new Bulletin defines further necessities for “tracking technology vendors” who’re monitoring individually identifiable well being info (IIHI), resembling medical file numbers, residence or e-mail addresses or particular person IP addresses.

“Regulated entities disclose quite a lot of info to monitoring expertise distributors by means of monitoring applied sciences positioned on a regulated entity’s web site or cellular app, together with individually identifiable well being info (IIHI)19 that the person offers once they use regulated entities’ web sites or cellular apps. This info would possibly embrace a person’s medical file quantity, residence or e-mail handle, or dates of appointments, in addition to a person’s IP handle or geographic location, medical system IDs, or any distinctive figuring out code.20

How does this apply to Schema Markup?

Schema Markup is code in your web site that helps search engines like google and yahoo perceive the content material in your web site. Search engines like google like Google crawl an internet site, learn the code and reward the web page by displaying it as a wealthy consequence on the search engine outcomes web page. 

Many healthcare organizations use Schema Markup to obtain wealthy outcomes and stand out in search. At Schema App, we assist well being networks add the Schema Markup to their web site. 

Instance of a Assessment Snippet Wealthy Consequence awarded to a healthcare group. 

How does this HIPAA change apply to Schema App?

Schema App is an end-to-end Schema Markup answer supplier that integrates together with your web site to create, handle and deploy your Schema Markup at scale. 

The one information level that Schema App makes use of to ship the service listed within the IIHI is the IP Handle. Nevertheless, Schema App doesn’t retailer this individually identifiable info.

Why will we use IP Addresses? 

All internet browsers embrace the person’s IP handle to request internet assets, resembling a picture, JSON-LD or Javascript, in order that these assets may be delivered to the requester and rendered as an internet site. That is how internet pages the person requests are routed again to the shopper person.  

Schema App is an internet useful resource, and subsequently requires the person’s IP handle to ship the JSON-LD to the browser. 

As soon as the JSON-LD is delivered to the online browser, Schema App anonymizes the IP addresses and shops the anonymized IP Handle for 30 days for troubleshooting functions. These anonymized IP Addresses are saved in our cloud supplier (AWS) and are solely accessible by directors.

Because the IP Handle is anonymized, no IIHI is saved by Schema App. For extra info, please refer to our privateness coverage.

Approaches our Healthcare shoppers are taking to navigate these HIPAA adjustments

Our shoppers are utilizing numerous approaches to adjust to this new HIPAA requirement.

  • Lowering the variety of tags in Google Tag Supervisor and/or transferring to handle Javascript on their CMS/Webpages straight. You’ll be able to find out how our Javascript Integration works intimately here.
  • Asking Schema App to signal a Enterprise Affiliate Settlement. If that is required for you, Schema App will overview your BAA.
  • Contemplating vendor server aspect / CMS integrations. At Schema App, we have now customized integrations with Adobe Expertise Supervisor, Drupal, WordPress, Shopify, and BigCommerce. If yours is just not listed, contact us for an appropriate integration answer.


In conclusion, Schema App doesn’t retailer any IIHI info in our database and is subsequently compliant with HIPAA’s new guidelines. 

Our crew at Schema App is actively serving to our healthcare shoppers navigate these adjustments. In case your group is at the moment deploying Schema Markup by means of Google Tag Supervisor with Schema App, please attain out to your Buyer Success Supervisor to discover different integration strategies. 

In case your healthcare group is wanting to leverage Schema Markup to bolster your digital advertising and marketing efforts, we can assist. Get in contact with us to find out how we can assist your group keep forward of the competitors and stand out in search.

Prepared to leverage Schema Markup to drive site visitors to your website?


Martha is the CEO and co-founder of Schema App. Schema App is an end-to-end Schema Markup answer that helps enterprise website positioning groups create, deploy and handle Schema Markup to stand out in search. She is an energetic member of the SEO neighborhood, and the work that she does by means of Schema App helps manufacturers from everywhere in the world enhance their natural search efficiency.

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