What must a Medicare Advantage plan obtain from enrollees before using their protected health information for marketing non-health related products?

The correct answer is that a Medicare Advantage plan must obtain written authorization from enrollees before using their protected health information for marketing non-health related products. This requirement stems from the Federal Health Insurance Portability and Accountability Act (HIPAA), which establishes standards for the privacy and security of individuals' medical records and other personal health information.

Written authorization provides a clear record that the enrollee has given informed consent regarding the use of their personal health information. This helps ensure that individuals are fully aware of how their data may be used and demonstrates compliance with federal regulations designed to protect their privacy. Marketing related to non-health products is not directly related to the provision of health care services, thus necessitating explicit permission from the individual.

While there are provisions for obtaining consent through various means such as phone calls or during enrollment, these methods may not provide the same level of documentation and clarity that written authorization does. Thus, when leveraging protected health information for specific marketing purposes, the written consent is essential to adhere to the legal requirements and respect patient privacy.