PRESS ROOM (FOR MEDIA ONLY)

It is the goal of the Marketing, Public Relations and Community Relations department at Florida Hospital Heartland Division to respond to media inquiries in a timely manner. Whether you are looking for story content or need a patient condition, we want to respect the job and deadlines of media professionals and are happy to work with reporters, editors and photographers when possible. At the same time, please keep in mind we are health care providers first and foremost, and as such, our focus is the patient's care and recovery, respecting patient's privacy and protecting patient and family rights. While at Florida Hospital, all media interviews must be scheduled through the Public Relations office.

If you need story content, interviews or a patient condition, you may contact the following:

Cathy Albritton, Director of Marketing and Public Relations
Office (863) 386-6388 or 386-6380
Fax (863) 386-6386
Cell (863) 873-3414
Email Cathy.Albritton@AHSS.org

Tiffany Bender, Marketing and Community Relations Coordinator
Office (863) 386-6431
Fax (863) 386-6386
Cell (863) 464-0639
Email Tiffany.Bender@AHSS.org

Machelle Johnson, Marketing and Graphic Arts Coordinator
Office (863) 386-6381
Fax (863) 386-6386
Email Machelle.Johnson@AHSS.org

RELEASE OF PATIENT INFORMATION
Florida Hospital Heartland Division releases patient information according to guidelines set by HIPPA and the American Hospital Association. As such, it is important to understand the following information.

HIPAA REGULATIONS
As of April 14, 2003, a new federal rule called the "Health Insurance Portability and Accountability Act" (HIPAA) governs the use and disclosure of individually identifiable health information. HIPAA privacy standards have changed and limited hospitals' ability to release information about patients to the media.

In order to receive information about a patient, you must have the patient's name. No information may be given if a request does not include a specific patient's name or if the patient requests that the information not be released.

If you have the name of a patient, only a one-word condition can be released. If a patient agrees to do an interview or have further information released about them to the media, the Floirda Hospital Heartland Division Marketing/Public Relations department must have the patient sign a HIPAA authorization form.

Even if the patient is in the public domain, e.g. police reports, health care providers are prohibited from releasing health information about patients outside of HIPAA guidelines.

PATIENT INTERVIEWS
Under NO circumstances should the media make contact with patients while hospitalized at Florida Hospital Heartland Division. It would help your efforts to have the Marketing Department request permission for release of information and/or help ease the patient into an interview situation. Patient rights and confidentiality are of the utmost concern. When patient courtesies are respected by the media, it makes cooperation at all levels much more efficient.

INQUIRIES REGARDING PATIENT CONDITIONS
Florida Hospital Heartland Division's Marketing and Public Relations staff will be happy to verify a patient's name, age and one word condition. This information is not freely offered. If the patient has "opted out" of being included in the patient directory, the Marketing and Public Relations staff will have no record of the patient's admission and is prohibited from releasing any patient information.

NATURE OF THE ACCIDENT OR INJURY
It is unlikely that the hospital will discuss the cause and nature of the accident or injury of the patient. This is an effort to protect the privacy of our patients.

PATIENT CONDITIONS

• Undeterminded: Patient is awaiting physician assessment.
• Good: Vital signs are stable and within normal limits. Patient is conscious and comfortable. Indicators are excellent.
• Fair: Vital signs are stable and within normal limits. Patient is conscious and comfortable. Indicators are favorable.
• Serious: Vital signs may be unstable and not within normal limits. Patient may be unconscious. Indicators are questionable.
• Critical: Vital signs are unstable and not within normal limits. Patient may be unconscious. Indicators are unfavorable.
• Treated and Released: Received treatment, but not admitted.
• Treated and Transferred: Received treatment. Transferred to a different facility which will not be disclosed.
• Deaths and Time of Deaths will not be released by the hospital.