Social Media and Healthcare- HIPAA and Beyond

Social Media for Healthcare Whitney Hoffman Hoffman Digital Media

What We’ll Cover✦ What’s this “Social Media” thing anyway?✦ Why Should I Care About This for my practice?✦ What do I need to be careful about? HIPAA and more✦ Practice Implications✦ What’s Coming Next

What You Will Learn✦ Know the basics about the three top social media sites, plus how to use them for your practice✦ Know the pros/cons of each and alternatives to use to avoid HIPAA or other problems✦ Have to tools to formulate a social media strategy for you and your practice

Evolution of Midwives

Mixing Old and New Technology

Changing Marketplace✦ Everyone can create their own channel of communication- often inexpensively.✦ Everyone can market their own ideas.✦ The problem lies in building the right network for that communication.

Questions to Ask✦ Where are my patients and potential Patients?✦ How do I differentiate myself from the competition?✦ What do I add to the process? How can I express this to patients? To Physicians?

Reputation is Important. Megaphones Don’t WorkYou no longer control the entire message

The Web Controls the Other Side

They’re Shouting BackEveryone You Interact With Now Has a Say

Pew Research Internet &American Life

80-90% of18-55 year olds are searching forHealth Information Online

MobileBy 2020, they predictthat a mobile devicewill be the primaryconnection tool for mostpeople in the world.It may not take thatlong....

What is Social Media?

Social Geek Timeline 2003 Myspace launches as Friendster Clone; 2006 2008 2000 Facebook 1994 Internet Bubble (1) LinkedIn Twitter surpasses Geocities is born Bursts Launched Launches MySpace 1971 1997 2002 2004 9/06 2009The First email is Facebook AOL Instant Friendster Facebook Location aware sent Messenger is launched Launches launches opens to Foursquare and College students Gowalla 3 M people only everyone in 3 months 13 & older Launch 2007 iPhone Launched Dawn of Mobile Pocket Computing

Top Social Networks✦ LinkedIn✦ Twitter✦ Facebook

Imagine all your friends got phones for the ﬁrst time...Are you going to sit around all day waiting for a letter? Or are you going to go out and get a phone?

The New TelephoneThe New Coffee Shop/Water Cooler

Two Types of Social Media Calls✦ Incoming- Listening✦ Outgoing- Conversations and Engagement

Step One

Using Tools to Listen 1. Google Alerts 2. Twitter search 3. Blog Search

iGoogle can be your Newspaper

Step Two:Conversations

Channels are on 24 x 7

HIPAA andSocial Media

De-Identiﬁcation ??

HIPAA Requires:✦ Respecting patient privacy especially when transmitting electronic data- this would include any type of social network✦ Patients can be discussed but without identifying information✦ Is this possible in a world where everything online is public and on the record?

Questions to Keep In Mind✦ Am I discussing health information in a public forum? (online or real life?)✦ Could anyone reasonably identify the individual? (Keep in mind community, time frame, network as well as name, etc.)✦ Am I discussing this for personal or professional reasons?✦ Can I have this discussion in a more private setting?

Questions✦ Am I giving medical advice?✦ Would I be happy if this were printed in the newspaper or on a billboard?

Facebook

Great way to form an opt-in communityGreat way to create a network of like-mindedpeople for group events/projectsGreat way to selectively target potentialpatients with meaningful messagesEvaluate your need and goals in advance

Important FactorsPublic versus Private- private groups are notindexed by Google, other things can beKnow your privacy settingsPublic Pages versus Personal ProﬁlesHIPAA implications

Twitter

Twitter #10,233 Twitter #235,752,570

Private Group Option- Ning

LinkedIn-

LinkedIn- Your Resume and Recommendations Online

Expanding and Visualizing Your Network

LinkedIn Goes Social

A Word About Blogging

A Few Tips✦ Own your own Domain Name✦ Allows combining audio, video, news, articles in one spot✦ Wordpress is your friend and you can integrate your other SM channels into it✦ Tag everything- Helps you get found/SEO✦ Remember HIPAA here as well.✦ Email Newsletter can be great outreach

Strategy

Where is Your Community? Where are Your Audience?Connecting Where It’s Relevant to Them

Finding Out Things You Should (or shouldn’t) Know If you do “know” through online channels, what’s your duty, if any?

Cautions

What Does It All Mean? Demystifying the Networks Comparisons and Data

Social Media ROI✦ Efﬁciency ✦ Grow Trust✦ Reputation ✦ Client Education✦ Differentiation ✦ New Opportunities✦ Client Service/Retention ✦ Flexibility, Timeliness✦ PR & Exposure✦ Increase network

Creating Communities✦ This is a long term versus short term strategy✦ People come to you because of content and added value✦ Grows network, fans, evangelists✦ Must give them something to do- keep it fresh or it dies

Other Important Tools

HARO- Help a Reporter Out✦ Be your own Marketing Department✦ Become an expert✦ Become a resource✦ Help out reporters, help out your business

Social Bookmarking: Develop Your Library

The Future:Mobile & Location Aware Strategy

Resources

Content Rules Text

Social Media Laboratory Experiment, Tweek, Try Again

Cafe-Shaped Conversations

The End

Contact Info:Whitney HoffmanHoffmandigitalmedia@gmail.comTwitter: @whitneyhoffman, @ldpodcastFacebook: Whitney HoffmanGoogle Voice: (302) 482-4599Mobile: (302) 562-6507URL: www.whitneyhoffman.com

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Social Media and Healthcare- HIPAA and Beyond

by Whitney Hoffman on Apr 29, 2011

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