Culture Breeds Competence How To Handle The Responsibilities of HIPAA, Identity Theft, & Privacy While Introducing Social Media Technologies Ryan Squire Program Director—Social Media Communications and Marketing

Culture “The set of shared attitudes, values, goals, and practices that characterizes an institution or organization” Social media culture is more than another way to send a marketing message, it’s engaging with colleagues and patients to provide better care. Source: http://www.merriam-webster.com/dictionary/culture

“The set of shared attitudes, values, goals, and practices that characterizes an institution or organization”

Social media culture is more than another way to send a marketing message, it’s engaging with colleagues and patients to provide better care.

Elements of Culture Thoughts become Words Words become Actions Actions become Habits Habits become Character Character becomes Destiny -Author Unknown

Thoughts become Words

Words become Actions

Actions become Habits

Habits become Character

Character becomes Destiny

Culture Disruption Source: John Sharp – http://ehealth.johnwsharp.com Via: Ed Bennett – http://ebennett.org/jbpres/ Uses licenses with few restrictions Intellectual Property is closely guarded Quick deployment Long deployment lead times Information from trusted networks Information from authoritative sources Risk Taking Risk Adverse Web / Health 2.0 Values Health Care Values

Risk Taking IS doing the best thing for patients IS building new relationships IS challenging status quo is NOT breaking laws is NOT violating patient privacy is NOT putting yourself or institution at risk

IS doing the best thing for patients

IS building new relationships

IS challenging status quo

is NOT breaking laws

is NOT violating patient privacy

is NOT putting yourself or institution at risk

Trust Networks Trust inherent to network Share commonalities Invite dissention Challenge thought Collaborate without walls Build on knowledge of the community Image credit: http:// blog.santoshmaharshi.com

Trust inherent to network

Share commonalities

Invite dissention

Challenge thought

Collaborate without walls

Build on knowledge of the community

Challenges in Health Care HIPAA Patient Privacy Boundaries/Relationships Identity Theft Education

HIPAA

Patient Privacy

Boundaries/Relationships

Identity Theft

Education

More Than Marketing

More Than Marketing

More Than Marketing LinkedIn Gina Bericchia has sent you a message. Date: 9/01/2009 Subject: Thank you Thanks very much for your kind welcome. I actually owe you a thank you because I learned about the student intern position from following you on Twitter. I'm very excited to get started and look forward to learning more about social media from you.

More Than Marketing

More Than Marketing

More Than Marketing

Marketing is the Byproduct

Policy Is Important What policies do you have in place? Privacy Acceptable Use Appropriate Behavior Social Media Policy “Imitation is the sincerest form of flattery” Charles Caleb Colton http://ebennett.org/hsmp/

What policies do you have in place?

Privacy

Acceptable Use

Appropriate Behavior

Social Media Policy

“Imitation is the sincerest form of flattery”

Charles Caleb Colton

http://ebennett.org/hsmp/

Social Media Policy Introduce the Purpose of Social Media Focus on what employees CAN do Don’t build walls to engagement Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Introduce the Purpose of Social Media

Focus on what employees CAN do

Don’t build walls to engagement

Social Media Policy Be Responsible For What You Write Freedom of speech is not freedom from consequence. Exercise good judgment Use common sense Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Be Responsible For What You Write

Freedom of speech is not freedom from consequence.

Exercise good judgment

Use common sense

Social Media Policy Be Authentic Tell people who you are Be up front about what your purpose is Be up front about moderation, comments, etc Always include your name and company name Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Be Authentic

Tell people who you are

Be up front about what your purpose is

Be up front about moderation, comments, etc

Always include your name and company name

Social Media Policy Consider Your Audience Potential Customers Fellow Employees Patients Management Traditional Media Potential Investors Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Consider Your Audience

Potential Customers

Fellow Employees

Patients

Management

Traditional Media

Potential Investors

Social Media Policy Understand the Concept of Community Community should be a mutual support network Balance personal and professional information Transparency Not a competition Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Understand the Concept of Community

Community should be a mutual support network

Balance personal and professional information

Transparency

Not a competition

Social Media Policy Respect Copyrights and Fair Use ATTRIBUTE! Do you have the rights to use the content? Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Respect Copyrights and Fair Use

ATTRIBUTE!

Do you have the rights to use the content?

Social Media Policy Remind Users of HIPAA Responsibilities There are prescribed channels to communicate about Protected Health Info (PHI) PHI has no business in social networks Unless the Patient is the one talking http://sharing.mayoclinic.org/ Educate about existing policies

Remind Users of HIPAA Responsibilities

There are prescribed channels to communicate about Protected Health Info (PHI)

PHI has no business in social networks

Unless the Patient is the one talking

http://sharing.mayoclinic.org/

Educate about existing policies

Social Media Policy Protect Confidential & Proprietary Information Differs from state to state Probably already have a policy in place Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Protect Confidential & Proprietary Information

Differs from state to state

Probably already have a policy in place

Social Media Policy Provide Value What do your customers expect? Provide one point of value for your community every day (using social media). Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Provide Value

What do your customers expect?

Provide one point of value for your community every day (using social media).

Providing Value

Providing Value

Social Media Policy Productivity Matters Culture alone doesn’t heal patients Execute core business competencies first Perception is reality Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Productivity Matters

Culture alone doesn’t heal patients

Execute core business competencies first

Perception is reality

Social Media Policy Involve the Stakeholders Human Resources Legal Compliance Communications IT/IT Security Leadership

Involve the Stakeholders

Human Resources

Legal

Compliance

Communications

IT/IT Security

Leadership

Leadership and Policy Conversations must make the board room Elevate your conversations quickly Employees want to know where leadership stands. Live your stance. Your policy affects people What can you do to involve them up front? Ensure leadership hears this voice.

Conversations must make the board room

Elevate your conversations quickly

Employees want to know where leadership stands. Live your stance.

Your policy affects people

What can you do to involve them up front?

Ensure leadership hears this voice.

Policy Cannot Stand Alone “You don't create a culture. Culture happens. Culture is the by-product of consistent behavior.” Jason Fried—Social Media Management Expert Consistent behavior is created by practice. “Practice does not make perfect. Only perfect practice makes perfect.” Vince Lombardi

“You don't create a culture. Culture happens. Culture is the by-product of consistent behavior.”

Jason Fried—Social Media Management Expert

Consistent behavior is created by practice.

“Practice does not make perfect. Only perfect practice makes perfect.”

Vince Lombardi

The Golden Rule Conduct yourself in social media the same way you are expected to conduct yourself at work/home/school

Conduct yourself in social media the same way you are expected to conduct yourself at work/home/school

Identity Theft How do you know you are talking to the actual patient? Stick to your policies regarding FTC’s red flag rules. Never release protected information and be leery of anyone who asks you to do so.

How do you know you are talking to the actual patient?

Stick to your policies regarding FTC’s red flag rules.

Never release protected information and be leery of anyone who asks you to do so.

Bottom Line Do not initiate conversation about protected health information. Patients can share any information they desire. You can’t.

Do not initiate conversation about protected health information.

Patients can share any information they desire. You can’t.

Consequences HIPAA Violations New requirements require immediate notification to those affected by a violation. Some violations require the media to be notified. What consequences do your employees face? Be up front

HIPAA Violations

New requirements require immediate notification to those affected by a violation.

Some violations require the media to be notified.

What consequences do your employees face?

Be up front

Culture Vs Consequence Culture We don’t talk about protected information because it is the right thing to do for our patients. Consequence We don’t talk about protected information because we could get in trouble.

Culture

We don’t talk about protected information because it is the right thing to do for our patients.

Consequence

We don’t talk about protected information because we could get in trouble.

Tell Everyone Creating Competence through Culture Every time you meet with an employee talk about the culture you want to be a part of Explain their part in the culture Ask for help from your communities They’ll let you know if you screw up long before it’s a major problem

Creating Competence through Culture

Every time you meet with an employee talk about the culture you want to be a part of

Explain their part in the culture

Ask for help from your communities

They’ll let you know if you screw up long before it’s a major problem