Lakeview Eye Care Privacy Policy

1. Information We Collect

Contact information

Name, mailing address, email address, phone number, date of birth, and other information you provide when you contact the practice, request care, or use website forms.

Health information

Vision prescription information, exam details, insurance information, medical history details, and other protected health information ("PHI") you provide in connection with your care.

Device and website usage information

IP address, browser type, device type, referring pages, pages visited, and time spent on our website, collected through cookies, log files, and analytics tools.

Communication information

The contents of emails, SMS/MMS messages, and other communications you send to us or receive from us.

2. How We Use Your Information

We use your information for the following purposes:

• Patient care: scheduling appointments, coordinating care, verifying insurance, processing billing, and communicating about treatment or follow-up needs.
• SMS/MMS communications: sending eye care appointment reminders, appointment confirmations, schedule changes, office updates, existing eyewear or contact lens order updates, and patient service responses.
• Website operations: understanding traffic, improving site performance, debugging issues, and maintaining security.
• Legal compliance: meeting HIPAA, TCPA, and other legal, regulatory, or recordkeeping obligations.

3. SMS/MMS Communications

If you opt in to receive SMS/MMS communications from Lakeview Eye Care, an optometry and medical eye care practice, you may receive customer care communications related to your relationship with our practice as a patient or person requesting eye care from Lakeview Eye Care. Our communication program generally works as follows:

• Opt-in: We send SMS/MMS messages under this program only after you provide consent through one electronic method: the standalone messaging consent page at https://lakeview-eyecare.com/messaging-consent/. The patient service form, contact form, appointment page, booking links, phone calls, office conversations, paper forms, QR-code signs, keyword-only replies, imported lists, purchased lists, third-party sources, and affiliate sources do not enroll you in this SMS/MMS program. The standalone messaging consent form asks for your name and mobile phone number and includes a separate optional SMS/MMS consent checkbox for patients and people requesting eye care from Lakeview Eye Care. The SMS/MMS checkbox is unchecked by default. If the checkbox is not checked, no SMS/MMS opt-in is recorded. The form can be submitted without checking the SMS/MMS box, and an unchecked submission does not record SMS/MMS consent. The messaging consent form is separate from, and is not required to submit, the patient service form, schedule an appointment, purchase products, or receive treatment, service, or care.
• Message types: Messages may include eye care appointment reminders, appointment confirmations, schedule changes, office notifications, existing eyewear or contact lens order updates, patient service questions, and limited account-related follow-up.
• MMS use: MMS/picture messages may be used for limited service-related images or attachments related to office communication, eyewear orders, contact lens orders, or other patient service needs.
• Frequency: Message frequency depends on appointments, orders, and service needs.
• Charges: Message and data rates may apply.
• Opt-out: You may reply STOP at any time to stop SMS/MMS messages from us. For help, reply HELP or call (801) 820-0625.
• Security: SMS/MMS messaging is not a fully secure communication channel, so please avoid sending sensitive medical information by text or picture message unless you are comfortable doing so.
• No marketing transfer: We do not share, sell, rent, or transfer your mobile number, SMS/MMS opt-in data, or messaging consent to third parties or affiliates for their marketing or promotional purposes.

Patient information will be handled in accordance with healthcare privacy requirements. Opting out of SMS/MMS messages will not affect your ability to receive clinical communications through other channels or other essential practice notices unless you request otherwise and applicable law allows.

4. Cookies and Tracking Technologies

We use essential and analytics cookies to understand website traffic, improve performance, and maintain website functionality. You may disable cookies in your browser settings, but some parts of the website may not function properly.

5. How We Share Information

We do not sell or rent your personal information. We may share information only as permitted or required by law, including:

• With service providers that help us operate our practice, website, scheduling systems, communications systems, labs, or payment systems, subject to appropriate confidentiality obligations.
• To comply with legal obligations, court orders, subpoenas, or lawful government requests.
• In connection with a business transaction such as a merger, acquisition, or transfer of assets, subject to applicable privacy and confidentiality requirements.
• We do not share phone numbers, SMS/MMS opt-in data, or messaging consent with third parties or affiliates for their marketing or promotional purposes.

6. Data Security

We use reasonable administrative, technical, and physical safeguards to protect your information, including access controls, secure systems, and other security measures appropriate to the nature of the information we maintain.

These safeguards may include secured records systems, role-based access limitations, and other procedures intended to protect patient and website information. However, no system can guarantee absolute security.

7. Your Choices and Rights

You may request access to or correction of certain personal information or records, subject to applicable law.

You may opt out of SMS/MMS communications at any time by replying STOP.

You may have additional rights regarding your PHI under HIPAA. Please refer to our Notice of Privacy Practices, available upon request.

8. Children's Privacy

Our website and services are not directed to children under 13, and we do not knowingly collect personal information online from children under 13 without appropriate consent.

9. Changes to This Policy

We may update this Privacy Policy from time to time. Any material changes will be posted on this page with an updated Effective Date. Your continued use of our services after any changes means you accept the updated policy.