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HIPAA & Social Media:
   What you need to know



      Brian Geyser, APRN-BC, MSN
Social media and HIPAA
The Game Has
Changed
More people online
More surface area
More touch points
More opportunity


   Need to seize opportunity, deliver brand promise consistently and
         coherently across all touch points, and mitigate risk
86% of U.S FG100 Companies




   use at least one SM platform
5,800 Hospitals in U.S.




  1,000 (17%) use social media
33,000 Homecare Providers




1/3 have a Facebook Page
65% of homecare
companies have an
outdated website
Social media and HIPAA
47%
20K Nurses
December 16th, 2010
Social media and HIPAA
Social media and HIPAA
Social media and HIPAA
%
IS YOUR BRAND




     ?
Key Questions
If patients and family members are posting testimonials and sharing
stories on a competitors Facebook Page but you don't even have a
Facebook Page, what does that say about you?

If people can leave comments, share ideas, and interact on other
providers's on their websites but they can't do it on yours, what does that
say?

If family, referral sources, and patients can freely post content to a
competitor's Facebook Page but they can't on yours, what does that say?

If your competitors are demonstrating their expertise by posting videos,
articles, and helpful tips but you are not, what does that say?
What are YOU
afraid of?

         1.   Loss of control
         2.   Privacy & confidentiality
         3.   Potential for bad comments
         4.   Budget constraints
         5.   Employee productivity
What can

Social
DO
for Us?
What Can Social 
Do For Us?
       Marketing/brand awareness
       Lead generation
       Public relations
       Loyalty building
       Communications
       Customer support
       Recruitment
       Networking
What else?
Super

        Increase website traffic
        Boost natural search rankings
        Help monitor competitors
        Optimize customer service
        Establish company as a leader
Social media and HIPAA
Social media and HIPAA
Social media and HIPAA
Tell stories
Broadcast accomplishments to a
targeting audience
Parent & employee engagement
Word-of-mouth marketing
Public-facing
customer service
opportunities
Social media and HIPAA
Demonstrate expertise
ROI?
Social media and HIPAA
Social media and HIPAA
Social media and HIPAA
Social media and HIPAA
Social media and HIPAA
Social media and HIPAA
Social media and HIPAA
It's not about being a better marketer




It's about being a better communicator
Give them what they want/need
HIPAA
Covered entities
Privacy rule
Security rule
Social media and HIPAA
1. Use privacy settings to safeguard personal information
   and content to the fullest extent possible.
2. Monitor your internet presence to ensure that the
   personal and professional information, and content
   posted about you by others, is accurate and appropriate;
3. Maintain appropriate boundaries of the patient-
   physician relationship when interacting with patients
   online and ensure patient privacy and confidentiality is
   maintained;
4. Separate personal and professional content online;
   and
5. Recognize that actions online and content posted can
   negatively affect your reputation and may even have
   consequences for your medical career.
Team


                                     Moderation
Policies




                                     Monitoring
Strategy



           Tools          Training
TEAM             Executives


Communications                     Marketing



                                      PR
      Legal


                                Doctors
         Nurses


                  Consultants
POLICIES
   Internal
   External
INTERNAL
    Philosophy
    Rules of engagement
    Consequences
    Code of ethics
    Best practices
EXTERNAL

    Covenant
    Expectations
    Disclaimers
Social media and HIPAA
Social media and HIPAA
{ tools }
7 Best Tools for Health Care
        1.   Facebook
        2.   Blog
        3.   YouTube
        4.   Twitter
        5.   Online Community
        6.   Linkedin
        7.   Email marketing
8
    Success Criteria for
    Facebook Page
    Engagement
1             Set community expectations

2               Provide cohesive branding

3                             Be up to date

4                              Be authentic

5                      Participate in dialog

6          Enable peer-to-peer interactions

7                         Foster advocacy

8                    Solicit a call-to-action
Monitoring Tools
Q: If I'm a provider,
should I friend my
patients on
Facebook?

              A: it depends
Q: Can we remove posts
or comments?


   A: YES. Respond, delete, or leave
   as is, but NEVER EDIT
Q: Are we liable for postings on non-
employee forums we host or own?

A: No. Section 230 of the Communications Decency
Act protects you as a sponsor of an online forum. "A
healthcare provider cannot be held liable for postings made by
other parties just because it owns or sponsors the forum.”

HIPAA makes an “absolute distinction” between the
hospital’s workforce (a term defined in the regulations) and
everybody else. Organizations are responsible for the actions
of their workforce, but not for the rest of the world.
Q: Are we liable for postings by a
patient's friends or family?

A: No. The Department of Health and Human Services’ Office
of Civil Rights says, "Entities subject to the HIPAA Privacy and
Security Rules are covered entities: health plans, healthcare
providers, and healthcare clearinghouses. Generally speaking,
a covered entity would not be responsible for the actions by a
patient’s friends or family."
Q: What if we invite people to post
stuff. Are we liable then?

A: If you invite illegal activity then you assume liability. If you
want to invite new moms to post baby photos or ask weight
loss program participants to track their results in a support
group forum, then make sure you have a terms of use policy
where they are voluntarily giving you permission to publish that
information.”
Q: What if patients post photos they
have taken in the hospital on social
sites?


A: Post signs stating that picture taking is not permitted. That
way, if a visitor ignores the rules, takes a picture and posts it
online, the hospital can at least demonstrate that it was
exercising reasonable measures to protect patient privacy.
Brian Geyser
web: carenetworks.com
email: brian.geyser@carenetworks.com
twitter.com/bgeyser
facebook.com/carenetworks
phone: 203.915.0524

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Social media and HIPAA

  • 1. HIPAA & Social Media: What you need to know Brian Geyser, APRN-BC, MSN
  • 3. The Game Has Changed More people online More surface area More touch points More opportunity Need to seize opportunity, deliver brand promise consistently and coherently across all touch points, and mitigate risk
  • 4. 86% of U.S FG100 Companies use at least one SM platform
  • 5. 5,800 Hospitals in U.S. 1,000 (17%) use social media
  • 6. 33,000 Homecare Providers 1/3 have a Facebook Page
  • 7. 65% of homecare companies have an outdated website
  • 9. 47%
  • 15. %
  • 17. Key Questions If patients and family members are posting testimonials and sharing stories on a competitors Facebook Page but you don't even have a Facebook Page, what does that say about you? If people can leave comments, share ideas, and interact on other providers's on their websites but they can't do it on yours, what does that say? If family, referral sources, and patients can freely post content to a competitor's Facebook Page but they can't on yours, what does that say? If your competitors are demonstrating their expertise by posting videos, articles, and helpful tips but you are not, what does that say?
  • 18. What are YOU afraid of? 1. Loss of control 2. Privacy & confidentiality 3. Potential for bad comments 4. Budget constraints 5. Employee productivity
  • 20. What Can Social  Do For Us? Marketing/brand awareness Lead generation Public relations Loyalty building Communications Customer support Recruitment Networking
  • 21. What else? Super Increase website traffic Boost natural search rankings Help monitor competitors Optimize customer service Establish company as a leader
  • 25. Tell stories Broadcast accomplishments to a targeting audience
  • 26. Parent & employee engagement Word-of-mouth marketing
  • 30. ROI?
  • 38. It's not about being a better marketer It's about being a better communicator
  • 39. Give them what they want/need
  • 42. 1. Use privacy settings to safeguard personal information and content to the fullest extent possible. 2. Monitor your internet presence to ensure that the personal and professional information, and content posted about you by others, is accurate and appropriate; 3. Maintain appropriate boundaries of the patient- physician relationship when interacting with patients online and ensure patient privacy and confidentiality is maintained; 4. Separate personal and professional content online; and 5. Recognize that actions online and content posted can negatively affect your reputation and may even have consequences for your medical career.
  • 43. Team Moderation Policies Monitoring Strategy Tools Training
  • 44. TEAM Executives Communications Marketing PR Legal Doctors Nurses Consultants
  • 45. POLICIES Internal External
  • 46. INTERNAL Philosophy Rules of engagement Consequences Code of ethics Best practices
  • 47. EXTERNAL Covenant Expectations Disclaimers
  • 51. 7 Best Tools for Health Care 1. Facebook 2. Blog 3. YouTube 4. Twitter 5. Online Community 6. Linkedin 7. Email marketing
  • 52. 8 Success Criteria for Facebook Page Engagement 1 Set community expectations 2 Provide cohesive branding 3 Be up to date 4 Be authentic 5 Participate in dialog 6 Enable peer-to-peer interactions 7 Foster advocacy 8 Solicit a call-to-action
  • 54. Q: If I'm a provider, should I friend my patients on Facebook? A: it depends
  • 55. Q: Can we remove posts or comments? A: YES. Respond, delete, or leave as is, but NEVER EDIT
  • 56. Q: Are we liable for postings on non- employee forums we host or own? A: No. Section 230 of the Communications Decency Act protects you as a sponsor of an online forum. "A healthcare provider cannot be held liable for postings made by other parties just because it owns or sponsors the forum.” HIPAA makes an “absolute distinction” between the hospital’s workforce (a term defined in the regulations) and everybody else. Organizations are responsible for the actions of their workforce, but not for the rest of the world.
  • 57. Q: Are we liable for postings by a patient's friends or family? A: No. The Department of Health and Human Services’ Office of Civil Rights says, "Entities subject to the HIPAA Privacy and Security Rules are covered entities: health plans, healthcare providers, and healthcare clearinghouses. Generally speaking, a covered entity would not be responsible for the actions by a patient’s friends or family."
  • 58. Q: What if we invite people to post stuff. Are we liable then? A: If you invite illegal activity then you assume liability. If you want to invite new moms to post baby photos or ask weight loss program participants to track their results in a support group forum, then make sure you have a terms of use policy where they are voluntarily giving you permission to publish that information.”
  • 59. Q: What if patients post photos they have taken in the hospital on social sites? A: Post signs stating that picture taking is not permitted. That way, if a visitor ignores the rules, takes a picture and posts it online, the hospital can at least demonstrate that it was exercising reasonable measures to protect patient privacy.
  • 60. Brian Geyser web: carenetworks.com email: brian.geyser@carenetworks.com twitter.com/bgeyser facebook.com/carenetworks phone: 203.915.0524