Privacy policy.

Information we collect

We collect information in three ways: information you give us directly, information we receive from your healthcare interactions with us, and information collected automatically when you use our website.

Information you provide

• Contact details: name, email address, phone number, and mailing address when you book an appointment, fill out a contact form, or sign up for communications.
• Health information: medical history, symptoms, lab results, medications, allergies, and treatment goals shared during intake or consultations.
• Payment information: credit card or HSA/FSA details, processed through our secure third-party payment processor. We do not store full card numbers on our systems.
• Communications: messages, voicemails, texts, or emails you send us.

Information collected automatically

• Device and browser data: IP address, browser type, operating system, and referring website.
• Usage data: pages visited, time on site, links clicked, and search terms used on our website.
• Cookies and similar technologies: see Section 5 below for details.

How we use your information

We use the information we collect to:

• Provide medical care, including consultations, treatment planning, lab work, prescriptions, and follow-up care.
• Schedule and confirm appointments, send reminders, and respond to your inquiries.
• Process payments and submit HSA/FSA documentation upon request.
• Send you administrative messages, such as appointment confirmations, billing notices, and policy updates.
• Send you marketing communications about our services, promotions, or educational content — only if you have opted in. You can unsubscribe at any time.
• Improve our website and services through analytics and feedback.
• Comply with legal obligations, including healthcare regulations and tax reporting.
• Protect our rights, prevent fraud, and ensure the security of our systems and patients.

How we share information

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

• With your consent: when you direct us to share information with another provider, family member, or third party.
• Service providers: trusted vendors who help us operate, including our electronic health record system (Optimantra), payment processors, lab partners, pharmacy partners, scheduling and communication tools, website hosting, and analytics providers. These vendors are contractually required to protect your information and use it only for the services they provide to us.
• Healthcare operations: with other licensed healthcare providers involved in your care, consistent with HIPAA.
• Legal requirements: when required by law, subpoena, court order, or to comply with regulatory obligations.
• Safety: when necessary to prevent imminent harm to you or others, or to investigate suspected fraud or abuse.
• Business transfers: in the event of a merger, acquisition, or sale of assets, with appropriate protections in place.

Protected health information & HIPAA

As a healthcare provider, Peak HRT is a covered entity under the Health Insurance Portability and Accountability Act (HIPAA). Your protected health information (PHI) — which includes any individually identifiable health information we collect, store, or transmit — is governed by our separate Notice of Privacy Practices.

You can review our full HIPAA Notice of Privacy Practices here.

Cookies & tracking technologies

Our website uses cookies and similar technologies to remember your preferences, understand how visitors use our site, and improve your experience. Cookies are small text files stored on your device by your browser.

Types of cookies we use

• Essential cookies: required for the website to function properly, such as remembering form inputs or login state.
• Analytics cookies: help us understand how visitors interact with our site, what content is most useful, and where to improve. We use Google Analytics for this.
• Marketing cookies: may be used to show you relevant ads on other sites you visit, including through Meta (Facebook/Instagram) and Google.

Your cookie choices

You can control cookies through your browser settings. Most browsers let you block, accept, or delete cookies. Disabling certain cookies may affect website functionality. For Google Analytics specifically, you can opt out using the Google Analytics Opt-Out Browser Add-on.

Third-party services

We work with third-party providers to deliver and improve our services. These include:

• Optimantra — our electronic health records and patient management system.
• Payment processors — to securely handle credit card, HSA, and FSA transactions.
• Lab partners — for blood work and diagnostic testing.
• Pharmacy partners — including compounding pharmacies that prepare medications prescribed by our providers.
• Communication tools — for appointment reminders, secure messaging, and email newsletters.
• Website analytics and advertising platforms — including Google and Meta, used to understand site performance and reach prospective patients.

Each of these providers has its own privacy policy. We choose vendors that demonstrate strong data protection practices and, where applicable, sign Business Associate Agreements (BAAs) for handling protected health information.

Data security

We use industry-standard administrative, technical, and physical safeguards to protect your information. These include encrypted data transmission (SSL/TLS), secure storage with our HIPAA-compliant healthcare records vendor, restricted staff access on a need-to-know basis, regular security reviews, and ongoing staff training.

No system is perfectly secure. While we work hard to protect your information, we cannot guarantee absolute security. If we ever experience a data breach affecting your information, we will notify you in accordance with applicable law.

Your rights & choices

Depending on your location, you may have the following rights regarding your personal information:

• Access: request a copy of the personal information we hold about you.
• Correction: request that we correct inaccurate or incomplete information.
• Deletion: request that we delete certain personal information, subject to legal and regulatory exceptions (we are required to retain medical records for a defined period under Colorado state law).
• Marketing preferences: opt out of marketing emails by clicking "unsubscribe" in any email, or by contacting us directly.
• Patient rights under HIPAA: see our HIPAA Notice for rights specific to your protected health information, including the right to request amendments, restrictions, and an accounting of disclosures.

To exercise any of these rights, contact us using the information at the bottom of this page. We will respond within the timeframe required by applicable law.

Children's privacy

Our services are not directed to individuals under the age of 18. We do not knowingly collect personal information from children. If you believe we have collected information from a child, please contact us and we will take steps to delete it.

Changes to this policy

We may update this Privacy Policy from time to time to reflect changes in our practices, services, or legal requirements. When we make material changes, we will update the "Last updated" date at the top of this page and, where appropriate, notify you by email or through a notice on our website.

We encourage you to review this policy periodically to stay informed about how we protect your information.