News Media Guidelines

The Brand Engagement department of Sentara Healthcare, the parent company of Optima Health, handles media inquiries about Optima Health and its members.

The Sentara Brand Engagement team will do all we reasonably can to accommodate requests from the news media for specific member information and interviews with members at our offices while complying with member privacy.

We understand breaking news, deadlines and media competition, and during such times, we will work with reporters and photographers to help you get the information, photos and video you need to tell your stories. However, our first duty is to member privacy. We are bound by federal HIPAA laws that limit the amount of member information we may release without specific consent from a member. We appreciate your understanding.