An NPI number is part of the healthcare provider identification system adopted by the U.S. Department of Health and Human Services as part of the Health Insurance Portability and Accountability Act (HIPAA). All healthcare providers that are considered covered entities under HIPAA, and those who file claims electronically or use a clearinghouse to bill insurance, are required to apply for an NPI. Common types of healthcare professionals (HCPs) with NPI numbers include physicians, nurses, physicians’ assistants, dentists, and pharmacists but there are many others.
An NPI number is not just a random number, instead the system is based on a taxonomy of therapeutic categories and medical specialties. For example, when physicians apply for an NPI they report primary and secondary taxonomy codes in their NPI application. A family medicine physician specializing in adolescent medicine might report a primary code for family medicine, 207Q00000X, and a secondary code for adolescent medicine, 207QA0000X. There are hundreds of possible combinations spanning professionals and medical specialties.
Tap Native ads are integrated into hundreds of popular health and medical sites where HCPs with NPI numbers congregate. These content style ad units are most often integrated within the editorial sections of the page, not the right rail where banners are typically found. Here is an example of a typical native ad integration:
