Privacy Policy
Effective date:
Who we are: Silicon Valley Maternal‑Fetal Medicine (“SVMFM,” “we,” “our,” or “us”) in Los Gatos, California.
How to contact us about privacy: hello@svmfm.health · (408) 458‑7723
1) What this policy covers (and what it doesn’t)
This Website Privacy Policy explains how we collect, use, disclose, and protect Personal Information when you use svmfm.health (the “Site”), including contact forms and (if implemented) HIPAA‑secure online referrals.
When you use UCSF MyChart for results, messages, billing, or scheduling, your information is handled under UCSF’s MyChart policies and terms (including their customer support line at (415) 514‑6000).
Protected Health Information (PHI) created or received in the course of care is governed by HIPAA and our Notice of Privacy Practices (NPP). HIPAA establishes privacy and security standards for PHI and ePHI, and requires written Business Associate Agreements (BAAs) with service providers that handle PHI.
2) Key definitions (plain language)
Personal Information (PI): Information that identifies or can reasonably be linked to a particular consumer or household (e.g., name, email, phone, IP address). Under California law, certain PI is Sensitive Personal Information (SPI) and has added protections.
PHI: Individually identifiable health information maintained or transmitted by a HIPAA covered entity or its business associate in connection with health care, payment, or operations.
Sell/Share (California): “Sell” means transferring PI for monetary or other valuable consideration; “Share” covers cross‑context behavioral advertising.
3) Notice at Collection (California/CPRA)
We collect the following categories of PI from you or your device when you use our Site. For each category we list typical purposes and retention approach.
Notice at Collection (California/CPRA)
| Category of PI | Examples | Purposes of Use | Retention Approach |
|---|---|---|---|
| Identifiers | Name, email, phone; IP address | Respond to inquiries; schedule; provide directions; site security | Keep only as long as needed for the request, legal requirements, or security logs |
| Internet activity | Device/browser type, pages viewed, time on page | Operate and improve Site; detect fraud/abuse | Aggregate reports retained; raw logs pruned on a rolling basis |
| Geolocation (approx.) | General location inferred from IP | Show local info/directions | Short‑term in logs; otherwise not retained |
| Professional info (referrers) | Practice name, NPI, contact | Process referrals; deliver reports | Retained per medical record and operational policies |
| Sensitive PI | Patient demographics and clinical indication | Process a referral with safeguards; return reports | Retained per HIPAA record retention and clinical policy |
California requires that we disclose collection categories, use purposes, and retention—not keep PI longer than reasonably necessary for those purposes.
We do not collect: payment card numbers on this Site. Billing through UCSF MyChart is handled by UCSF systems.
4) How we collect information
Directly from you: When you email us, call us, request an appointment, or (if implemented) submit a HIPAA‑secure referral.
Automatically: Basic device and browsing data through server logs and essential cookies to operate the Site.
From service providers/partners: e.g., hosting, security, or HIPAA‑compliant form vendors (with BAAs where required for PHI).
5) How we use information
We use PI to:
- Operate and secure the Site
- Respond to inquiries
- Coordinate scheduling or referrals you request
- Troubleshoot and improve user experience
- Comply with law and enforce terms
- Communicate changes to our terms or practices
PHI is used/disclosed per HIPAA and our NPP.
6) When we disclose information
We disclose PI only as needed to:
- Service providers (e.g., hosting, security, HIPAA‑secure form vendors) under contracts that restrict use and require safeguards
- UCSF systems you choose to use (e.g., MyChart)
- Legal, safety, and compliance reasons (e.g., subpoenas, court orders)
- With your direction (e.g., sharing with your OB practice)
We do not sell or share PI for cross‑context behavioral advertising. If this changes, we will update the policy and honor opt‑out signals.
7) Cookies and tracking
We use essential cookies to make the Site work and may use analytics to understand aggregate usage (not for targeted advertising).
We currently do not alter our practices in response to Do Not Track (DNT) signals but will honor opt-out mechanisms if required by law.
8) Your privacy rights (California)
California residents have the right to:
- Know/access specific pieces and categories of PI
- Delete PI (with exceptions)
- Correct inaccurate PI
- Opt-out of sale/sharing
- Limit use/disclosure of Sensitive PI
- Be free from discrimination for exercising these rights
How to exercise your rights
Email hello@svmfm.health or call (408) 458‑7723.
We will verify your identity and, if applicable, the authority of your agent.
We typically respond within the timelines set by California law.
For PHI, see our Notice of Privacy Practices for rights under HIPAA.
9) Children’s privacy
This Site is not directed to children under 13. We do not knowingly collect PI from children under 13. If we learn we have, we will delete it in accordance with COPPA.
10) Security
We maintain administrative, technical, and physical safeguards to protect PI. HIPAA requires risk-based safeguards for ePHI, and we expect our business associates to comply. No system is completely secure.
11) Data retention
We retain PI only as long as reasonably necessary for the stated purposes, legal obligations, or dispute resolution. PHI and clinical records are subject to HIPAA retention rules.
12) Third‑party links and UCSF MyChart
Our Site may link to third‑party services (e.g., UCSF MyChart). Your use of those services is governed by their terms and privacy policies, not this one.
13) Non‑discrimination
We do not discriminate against you for exercising privacy rights under California law.
14) Your privacy choices
Contact us to request access, deletion, correction, or SPI limitation.
If we begin sale/sharing of PI in the future, we will add:
- “Do Not Sell or Share My Personal Information” link
- “Limit Use of My Sensitive Personal Information” link
- Support for Global Privacy Control signals
15) Changes to this policy
We may update this policy to reflect changes in practices or law. Updates will revise the Effective Date and, if significant, include a prominent notice.
16) Accessibility
If you need this policy in an alternative format, contact hello@svmfm.health or (408) 458‑7723. We’ll provide reasonable accommodations.
17) Questions?
Email hello@svmfm.health or call (408) 458‑7723. Please don’t include personal medical info in emails. Use UCSF MyChart or phone for secure communication.