What You Can Say in a Testimonial: HIPAA-Safe Strategies for Storytelling

Social proof is one of the most powerful tools in your marketing toolbox. In senior care, where trust is everything, testimonials can drive real impact. But when HIPAA is in the mix, many providers go silent.

The good news? You can still use powerful testimonials without crossing compliance lines.

Here’s how to tell meaningful, emotional stories that support your brand and protect your clients.

First: What HIPAA Actually Says About Testimonials

HIPAA doesn’t ban testimonials. It simply requires that:

• You have written authorization to use any Protected Health Information (PHI)
• You don’t imply a relationship with a client or patient without their consent
• You protect identifying details unless explicitly approved

If a testimonial includes names, diagnoses, photos, or specific dates, you need signed HIPAA-compliant authorization.

3 Types of Testimonials You Can Use Safely

1. Authorized Testimonials

These are stories where a client or family has signed a release form (ideally included in your intake or discharge paperwork).

Examples:

• "My mother received amazing care from Sunrise Home Health. Her nurses felt like family."
• Video testimonials (with a signed release) from family members

Tip: Keep a standard release form handy and train staff to know when and how to request it.

2. Anonymous Aggregated Feedback

Use composite quotes or general themes from satisfaction surveys or follow-up calls.

Examples:

• "Multiple families praised our weekend staff for their communication and consistency."
• "One client told us: ‘I finally felt like I could breathe again.’"

Tip: Avoid combining too many unique details that could lead to identification.

3. Partner or Staff Testimonials

You can showcase praise from referral partners, physicians, or your own team (no HIPAA risk).

Examples:

• "Sunrise is one of the most responsive agencies I work with," says a hospital case manager.
• "This team truly puts patients first," says one of our nurses.

Tip: These build credibility and culture without any PHI.

How to Make Testimonials Even More Effective

• Pair with a photo (with permission)
• Include context (“after a sudden hospital discharge” or “their second time using our hospice”)
• Highlight outcomes (“...and they were able to attend their grandson’s graduation”)
• Use across channels (website, print, social, intake packets)

What to Avoid

• Implying endorsement without permission
• Mentioning diagnosis or health status without a signed release
• Using first names + location + specific timeline (too identifiable)

If you have to ask “Is this pushing it?” — it probably is.

RaisedCare’s Take

Testimonials don’t have to disappear just because HIPAA exists. At RaisedCare, we help senior care providers integrate HIPAA-safe storytelling into their marketing in ways that are moving, respectful, and fully compliant.

Because the best proof of your care isn’t what you say — it’s what families remember.

Sources

• U.S. Department of Health & Human Services. "HIPAA Privacy Rule Guidance."
• National Law Review. "Marketing and HIPAA Compliance."
• RaisedCare Client Testimonial Framework