Conditions on certain contacts as part of health care operations : Marketing by a covered entity or business associate to purchase/use a product/service is not a health care operation, unless the marketing/communication describes a health-related product or service that is provided by the covered entity making the communication; is for treatment of the individual; or is for the case management/care coordination of the individual. Lists exceptions for when payment for marketing communications can be considered a health care operation. Defines ?reasonable in amount?; describes what ?direct or indirect payment? can include.