1 – Information we collect

We collect information you provide directly, information generated through your use of our services, and information from third parties acting on your behalf.

Digital and technical information

• IP address, browser type, device identifiers, and referring URLs
• Pages visited on our website, appointment scheduling activity, and patient portal usage
• Data collected through cookies and analytics tools (see Section 5)

2 – How we use your information

We use your information only for the following purposes:

• Providing, coordinating, and managing your medical care and treatment
• Processing appointments, referrals, and prescription requests
• Submitting insurance claims and processing payments
• Communicating with you about your care, test results, and treatment plans
• Sending appointment reminders and post-visit follow-up instructions
• Sending marketing emails or SMS messages about our services, where you have opted in
• Improving our clinical practices, services, and patient experience
• Complying with legal, regulatory, and accreditation obligations
• Conducting internal quality assurance and staff training

We will not use your information for purposes incompatible with those listed above without first obtaining your explicit consent.

3 – HIPAA & protected health information

We are a covered entity under the Health Insurance Portability and Accountability Act (HIPAA). Your medical records and health data constitute Protected Health Information (PHI) and are governed by HIPAA’s Privacy Rule and Security Rule.

Notice of Privacy Practices

Our full HIPAA Notice of Privacy Practices is available at the front desk and through the patient portal. You have the right to receive a paper copy upon request at any time.

We may use and disclose PHI for treatment, payment, and healthcare operations without your specific authorization. For all other uses — including certain marketing activities or disclosures to non-treatment parties — we will request your written authorization, which you may revoke at any time.

Reproductive health information receives heightened protection. We will not disclose information about your fertility treatment, reproductive genetics, or embryo storage to third parties without your explicit written consent, except as required by law.

4 – Sharing & disclosures

We do not sell your personal information. We may share your information in the following limited circumstances:

• Your care team — Physicians, embryologists, nurses, counselors, and other staff involved directly in your care
• Referral providers — Specialists, laboratories, pharmacies, and hospitals to whom we refer you for coordinated care
• Insurance and billing — Health insurers, workers’ compensation programs, and billing processors for payment purposes
• Business associates — Third-party vendors (e.g., EHR platforms, IT support, cloud storage) who have signed HIPAA Business Associate Agreements and may only use data for contracted purposes
• Legal obligations — Courts, law enforcement, or public health authorities when required by law or valid court order
• With your authorization — Any other party you specifically authorize in writing

5 – Cookies & third-party analytics

Our website uses cookies and similar tracking technologies. We use the following types:

• Essential cookies — Required for the website to function. These cannot be disabled.
• Analytics cookies — We use Google Analytics to understand how visitors use our site. Data is anonymized and aggregated; we have enabled IP anonymization and restricted data-sharing settings.
• Preference cookies — Remember your settings, such as language or accessibility preferences.

You may manage cookie preferences through your browser settings or our cookie consent banner. Disabling non-essential cookies will not affect your ability to schedule appointments or access your patient portal.

6 – Online appointments & communications

When you schedule an appointment online, we may collect your name, contact details, insurance information, and the nature of your inquiry.

Marketing communications. If you have opted in, we may send you email newsletters, educational content about fertility treatments, or promotional messages via SMS. You may unsubscribe at any time by clicking the unsubscribe link in any email or replying STOP to any text message. Standard carrier messaging rates may apply.

7 – Contact us

For questions about this policy, to exercise your rights, or to file a complaint, please reach out to us:

Rejoice Fertility
11132 Kingston Pike
Knoxville, TN 37934

Phone 865.777.0088
Fax: 865.777.2015
Mon – Fri: 8 am – 5 pm

Right to file a complaint with HHS

You have the right to file a complaint with the U.S. Department of Health & Human Services Office for Civil Rights if you believe your privacy rights have been violated. Filing a complaint — with HHS or with us — will never affect the quality of care you receive.

We may update this Privacy Policy periodically. Changes will be posted on this page. This policy does not constitute legal advice. Consult qualified healthcare counsel to ensure compliance.