Hospitals, Social Media and Compliance
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  • It’s fundamentally different than traditional one-to-many models. Models that give complete control to the publisher.
  • Ed B - My physician “advisors” – and some of the best examples of Physician Social Media
  • My physician “advisors” – and some of the best examples of Physician Social Media
  • Here's are a few of the ways Hospitals are using Social Media right now. (focus on the Patient Ed / Customer Service / Brand monitoring points)
  • Here's are a few of the ways Hospitals are using Social Media right now. (focus on the Patient Ed / Customer Service / Brand monitoring points)
  • The biggest risk in health care social media is not participating in the conversation.  Simply putting “find me on Facebook” or “follow me on Twitter” badges on your website does not equate with health care social media.  Having noted this, among the most common concerns that seem to limit participation are those regarding professionalism.  So let’s make this as easy as possible, with 12 words to light your way: Don’t Lie, Don’t Pry Don’t Cheat, Can’t Delete Don’t Steal, Don’t Reveal Following these simple rules can prevent most social media miscues, and keep you out of the  Friday Faux Pas  series. Don’t lie:  a good rule in general, it is particularly important online, where nothing is transient and everything is searchable. Don’t pry:  Do not seek out personal health care data or potential protected health information as a part of a social platform conversation. Don’t cheat:  We’ve all heard the old proverb that “Cheaters never prosper,” but some harbor lingering doubts about whether it’s true. In social media, cutting corners is much more likely to be discovered and exposed, and when the truth is revealed it won’t be pretty. Everyone makes mistakes; confess yours immediately. Intentionally “gaming” the system, however, will not reflect well on you or your organization. Can’t delete:  this is an important rule: if it’s still in Google’s cache, you can’t put it in the trash.  The most effective tool to address this is a strategic pause before you post.  Count to 3 and think: 1- To whom are you posting/Who is your audience? 2-Is this post appropriate for all ages? 3-Does my post add value to the ongoing conversation? Don’t steal, don’t reveal:   Give credit where it’s due, and acknowledge those who inspired you or provided information you’re passing along. In Twitter it’s as simple as a retweet or a mention, while in a blog you can share link love. And if information is proprietary or confidential, don’t disclose it in social platforms. Keeping this simple is critical, but there are some additional rules that are worth remembering and  applying . Don’t endorse as a matter of course. Supervisors: Don’t initiate an employee friend request at your own behest. Separate your circle of friends from patients you mend. Corporate logo in your username is a no go. Adding a disclaimer is probably saner. Don’t practice on the Internet, regardless of your good intent. Always surmise that  HIPAA  applies. Speak on your behalf, not that of staff. Anonymity is really gimmicky If you chat about your company, identify abundantly Here is the critical message.  The same general rules that  apply  to offline behavior apply to online behavior.  The difference is the platform online can leverage a mistake to a much wider audience. Errors will occur no matter how careful you are.  That’s why you must develop a social media policy and provide orientation and  training , and when you or others in your organization make mistakes, view them as learning opportunities. There is great power in the conversation.  Know the risks and behave accordingly, but do not be so risk averse that you do not participate. You may want to elaborate in your social media guidelines or policy, but these 12 words provide a solid foundation.
  • The biggest risk in health care social media is not participating in the conversation.  Simply putting “find me on Facebook” or “follow me on Twitter” badges on your website does not equate with health care social media.  Having noted this, among the most common concerns that seem to limit participation are those regarding professionalism.  So let’s make this as easy as possible, with 12 words to light your way: Don’t Lie, Don’t Pry Don’t Cheat, Can’t Delete Don’t Steal, Don’t Reveal Following these simple rules can prevent most social media miscues, and keep you out of the  Friday Faux Pas  series. Don’t lie:  a good rule in general, it is particularly important online, where nothing is transient and everything is searchable. Don’t pry:  Do not seek out personal health care data or potential protected health information as a part of a social platform conversation. Don’t cheat:  We’ve all heard the old proverb that “Cheaters never prosper,” but some harbor lingering doubts about whether it’s true. In social media, cutting corners is much more likely to be discovered and exposed, and when the truth is revealed it won’t be pretty. Everyone makes mistakes; confess yours immediately. Intentionally “gaming” the system, however, will not reflect well on you or your organization. Can’t delete:  this is an important rule: if it’s still in Google’s cache, you can’t put it in the trash.  The most effective tool to address this is a strategic pause before you post.  Count to 3 and think: 1- To whom are you posting/Who is your audience? 2-Is this post appropriate for all ages? 3-Does my post add value to the ongoing conversation? Don’t steal, don’t reveal:   Give credit where it’s due, and acknowledge those who inspired you or provided information you’re passing along. In Twitter it’s as simple as a retweet or a mention, while in a blog you can share link love. And if information is proprietary or confidential, don’t disclose it in social platforms. Keeping this simple is critical, but there are some additional rules that are worth remembering and  applying . Don’t endorse as a matter of course. Supervisors: Don’t initiate an employee friend request at your own behest. Separate your circle of friends from patients you mend. Corporate logo in your username is a no go. Adding a disclaimer is probably saner. Don’t practice on the Internet, regardless of your good intent. Always surmise that  HIPAA  applies. Speak on your behalf, not that of staff. Anonymity is really gimmicky If you chat about your company, identify abundantly Here is the critical message.  The same general rules that  apply  to offline behavior apply to online behavior.  The difference is the platform online can leverage a mistake to a much wider audience. Errors will occur no matter how careful you are.  That’s why you must develop a social media policy and provide orientation and  training , and when you or others in your organization make mistakes, view them as learning opportunities. There is great power in the conversation.  Know the risks and behave accordingly, but do not be so risk averse that you do not participate. You may want to elaborate in your social media guidelines or policy, but these 12 words provide a solid foundation.
  • The biggest risk in health care social media is not participating in the conversation.  Simply putting “find me on Facebook” or “follow me on Twitter” badges on your website does not equate with health care social media.  Having noted this, among the most common concerns that seem to limit participation are those regarding professionalism.  So let’s make this as easy as possible, with 12 words to light your way: Don’t Lie, Don’t Pry Don’t Cheat, Can’t Delete Don’t Steal, Don’t Reveal Following these simple rules can prevent most social media miscues, and keep you out of the  Friday Faux Pas  series. Don’t lie:  a good rule in general, it is particularly important online, where nothing is transient and everything is searchable. Don’t pry:  Do not seek out personal health care data or potential protected health information as a part of a social platform conversation. Don’t cheat:  We’ve all heard the old proverb that “Cheaters never prosper,” but some harbor lingering doubts about whether it’s true. In social media, cutting corners is much more likely to be discovered and exposed, and when the truth is revealed it won’t be pretty. Everyone makes mistakes; confess yours immediately. Intentionally “gaming” the system, however, will not reflect well on you or your organization. Can’t delete:  this is an important rule: if it’s still in Google’s cache, you can’t put it in the trash.  The most effective tool to address this is a strategic pause before you post.  Count to 3 and think: 1- To whom are you posting/Who is your audience? 2-Is this post appropriate for all ages? 3-Does my post add value to the ongoing conversation? Don’t steal, don’t reveal:   Give credit where it’s due, and acknowledge those who inspired you or provided information you’re passing along. In Twitter it’s as simple as a retweet or a mention, while in a blog you can share link love. And if information is proprietary or confidential, don’t disclose it in social platforms. Keeping this simple is critical, but there are some additional rules that are worth remembering and  applying . Don’t endorse as a matter of course. Supervisors: Don’t initiate an employee friend request at your own behest. Separate your circle of friends from patients you mend. Corporate logo in your username is a no go. Adding a disclaimer is probably saner. Don’t practice on the Internet, regardless of your good intent. Always surmise that  HIPAA  applies. Speak on your behalf, not that of staff. Anonymity is really gimmicky If you chat about your company, identify abundantly Here is the critical message.  The same general rules that  apply  to offline behavior apply to online behavior.  The difference is the platform online can leverage a mistake to a much wider audience. Errors will occur no matter how careful you are.  That’s why you must develop a social media policy and provide orientation and  training , and when you or others in your organization make mistakes, view them as learning opportunities. There is great power in the conversation.  Know the risks and behave accordingly, but do not be so risk averse that you do not participate. You may want to elaborate in your social media guidelines or policy, but these 12 words provide a solid foundation.
  • The biggest risk in health care social media is not participating in the conversation.  Simply putting “find me on Facebook” or “follow me on Twitter” badges on your website does not equate with health care social media.  Having noted this, among the most common concerns that seem to limit participation are those regarding professionalism.  So let’s make this as easy as possible, with 12 words to light your way: Don’t Lie, Don’t Pry Don’t Cheat, Can’t Delete Don’t Steal, Don’t Reveal Following these simple rules can prevent most social media miscues, and keep you out of the  Friday Faux Pas  series. Don’t lie:  a good rule in general, it is particularly important online, where nothing is transient and everything is searchable. Don’t pry:  Do not seek out personal health care data or potential protected health information as a part of a social platform conversation. Don’t cheat:  We’ve all heard the old proverb that “Cheaters never prosper,” but some harbor lingering doubts about whether it’s true. In social media, cutting corners is much more likely to be discovered and exposed, and when the truth is revealed it won’t be pretty. Everyone makes mistakes; confess yours immediately. Intentionally “gaming” the system, however, will not reflect well on you or your organization. Can’t delete:  this is an important rule: if it’s still in Google’s cache, you can’t put it in the trash.  The most effective tool to address this is a strategic pause before you post.  Count to 3 and think: 1- To whom are you posting/Who is your audience? 2-Is this post appropriate for all ages? 3-Does my post add value to the ongoing conversation? Don’t steal, don’t reveal:   Give credit where it’s due, and acknowledge those who inspired you or provided information you’re passing along. In Twitter it’s as simple as a retweet or a mention, while in a blog you can share link love. And if information is proprietary or confidential, don’t disclose it in social platforms. Keeping this simple is critical, but there are some additional rules that are worth remembering and  applying . Don’t endorse as a matter of course. Supervisors: Don’t initiate an employee friend request at your own behest. Separate your circle of friends from patients you mend. Corporate logo in your username is a no go. Adding a disclaimer is probably saner. Don’t practice on the Internet, regardless of your good intent. Always surmise that  HIPAA  applies. Speak on your behalf, not that of staff. Anonymity is really gimmicky If you chat about your company, identify abundantly Here is the critical message.  The same general rules that  apply  to offline behavior apply to online behavior.  The difference is the platform online can leverage a mistake to a much wider audience. Errors will occur no matter how careful you are.  That’s why you must develop a social media policy and provide orientation and  training , and when you or others in your organization make mistakes, view them as learning opportunities. There is great power in the conversation.  Know the risks and behave accordingly, but do not be so risk averse that you do not participate. You may want to elaborate in your social media guidelines or policy, but these 12 words provide a solid foundation.

Hospitals, Social Media and Compliance Presentation Transcript

  • 1. Hospitals, Social Media and Compliance Ed Bennett University of Maryland Medical System AAMC Compliance Meeting Washington, DC | June, 2012 http://ebennett.org/aamc
  • 2. Outline  My Background  Social Media Cannot be Ignored  Physician Examples  Opening Access at UMMC  Your Social Media Program http://ebennett.org/aamc
  • 3. My Background Pre-1980 Juggler & Street Performer Core Web Management SkillsPage  3
  • 4. My Background Pre-1980 Juggler & Street Performer 1980 - 1994 Microfilm Technician, Software Trainerhttp://www.flickr.com/photos/zigazou76/6310027720/ http://ebennett.org/aamc
  • 5. My Background Pre-1980 Juggler & Street Performer 1980 - 1994 Microfilm Technician, Software Trainer 1994 - 1999 Web EntrepreneurPage  5 http://ebennett.org/aamc
  • 6. My Background 1999 - Now University of Maryland Medical System All Things Web Technical Infrastructure Content Development Application Development Web Marketing Strategy Analytics / Mobile / SEO / Video Social MediaPage  6 http://ebennett.org/aamc
  • 7. Social Media Cannot Be Ignored Patients Expect More Than We deliver http://ebennett.org/aamc
  • 8. Social Media Cannot Be IgnoredPatients Expect More When it comes to Social Media: • They trust healthcare providers • They are influenced by our messages • They want us to respond • They want support afterwards http://ebennett.org/aamc
  • 9. Price Waterhouse CoopersHealth Research Institute ReportNational Consumer Survey and Industry ReviewApril, 2012
  • 10. Consumers are more likely to share informationfrom and with healthcare providers Doctor Hospital Health Insurer Drug Company N = 1,060 Source: PwC HRI Social Media Consumer Survey, 2012 http://ebennett.org/aamc
  • 11. Consumers value information and services that makehealthcare easier to managePercentage of respondents finding value in servicesoffered by healthcare providers in social media N = 1,060 Source: PwC HRI Social Media Consumer Survey, 2012 http://ebennett.org/aamc
  • 12. 54% of patients are comfortable with their doctor going toonline physician communities for advice related to theircare N = 1,060 Source: PwC HRI Social Media Consumer Survey, 2012 http://ebennett.org/aamc
  • 13. Social Media Cannot Be Ignored Our Employees Expect Reasonable Policies http://ebennett.org/aamc
  • 14. Employee Trust andLoyalty“We can trust our employees with patients and administering medication, but we can’t trust them with Facebook?” - Dr. Farris Timimi, Medical Director for the Mayo Clinic Center for Social Media http://ebennett.org/aamc
  • 15. Employee Productivity: Primary Reasons for Visiting Professional Online Networks (Facebook, Twitter, LinkedIn, YouTube): • Access to thought leadership • Showcase myself or company • Keep track of peers/colleagues • Brand tracking/management • Research business decisions • Improve reliability of information • Inform the development of strategy • Increase speed of collaboration with customers & employees • Accelerate decision-making processes through peer input • Reduce travel costs - Society for New Communications Research study S http://ebennett.org/aamc
  • 16. By the way, they have access anyway… http://ebennett.org/aamc
  • 17. Some Doctors Active in Social Media Bryan Vartabedian, MD - Pediatric Gastroenterologist at Texas Childrens Hospital/Baylor College of Medicine 33charts.com Mark Ryan, MD - Family Medicine, Instructor at Virginia Commonwealth University MCCSM External Advisor richmonddoc.tumblr.com Wendy Sue Swanson, MD, FAAP - Pediatrics & Primary Care at Seattle Childrens Hospital MCCSM External Advisor seattlemamadoc.seattlechildrens.org http://ebennett.org/aamc
  • 18. Some Doctors Active in Social Media Howard Luks, MD - Associate Professor of Orthopedic Surgery at New York Medical College. Section Chief, Sports Medicine, Westchester Medical Center MCCSM External Advisor howardluksmd.com Matt Katz, MD - Chief of Radiation Oncology, Saints Medical Center. Communications Chair of the American Society of Radiation Oncology. MCCSM External Advisor twitter.com/subatomicdoc Ves Dimov, MD Associate Professor at University of Chicago casesblog.blogspot.com http://ebennett.org/aamc
  • 19. Opening Access at UMMC http://ebennett.org/aamc
  • 20. http://ebennett.org/aamc
  • 21. Opening Access at UMMCWebsense in place since 2004 Blocked Facebook Most Blogging platforms Broke many non-social media sites Blocked patient education / professional resources http://ebennett.org/aamc
  • 22. Opening Access at UMMCWhy Change? Patient Satisfaction – #1 Driver Respect for Hospital Staff Lessons learned from the first Web cycle Opportunity to reach & build communities http://ebennett.org/aamc
  • 23. Opening Access at UMMC The Process – all of 2010  Driven by our CEO  Lots of meetings and memos with  Legal / Compliance / IT / HR  Clinical Leadership  Policies and staff guidelines  Education and training http://ebennett.org/aamc
  • 24. One Year Later… Opened access on January 1, 2011 ! http://ebennett.org/aamc
  • 25. Opening Access at UMMC Results  A “No Drama” launch  Decreased patient complaints  Increased employee awareness  Social media = business as usual http://ebennett.org/aamc
  • 26. Opening Access at UMMCKey factors to our success: Decision made by senior hospital leadership, not IT (or HR) Did a risk / benefit calculation, but used honest math Staff training and accountability put in place Involved all parties – HR, Legal, IT, Medical Staff http://ebennett.org/aamc
  • 27. Open access brought new services http://ebennett.org/aamc
  • 28. Patient Support Groups on Facebook Liver Transplant  Hepatitis C Digestive Diseases  Trauma SurvivorsLaunched in March 2011Between 25 and 50 members each
  • 29. Patient Support Groups on Facebook  Outgrowth of traditional IRL groups  Managed by the same group leader  Mix of Closed & Secret Groups  Posts are private to the group Set up & sanctioned by the UMMC Communications Department
  • 30. Your Social Media Program Staff Policies and Guidelines Education and Best Practices Monitoring http://ebennett.org/aamc
  • 31. Staff Policies and Guidelines “Breaching patient confidentiality has less to do with social media or the internet and more to do with our standards.” Will Weider, VP and CIO Ministry Health Care & Affinity Health Systems “No hospital has been sued for HIPAA violations on social media. Some employees have been in violation but all issues have been resolved through HR means.” David Harlow, JD MPH Principal, The Harlow Group http://ebennett.org/aamc
  • 32. Policy Fundamentals Social Media sites are not HIPAA controlled services But staff must follow existing rules:  Patient Privacy  HIPAA  Behavior Standards Official policies and procedures limit liability http://ebennett.org/aamc
  • 33. A 12-Word Social Media Policy Don’t Lie, Don’t Pry Don’t Cheat, Can’t Delete Don’t Steal, Don’t Reveal Farris Timimi, M.D. Medical Director Mayo Clinic Center for Social Media http://ebennett.org/aamc
  • 34. Somewhat Longer Policies:Ministry Health CareSocial Media Policy and Employee Guidance First and Foremost, Respect the Privacy of our Patients Live the Ministry Promise and Values When Online Be a Productive, High-Performing Workforce Member Realize That Social Media Posts are NOT Private Don’t Jeopardize Your Reputation and/or Future Employment OpportunitiesBy Will Weider, CIO of Ministry Health Care http://ebennett.org/aamc
  • 35. Somewhat Longer Policies:A comprehensive, seven page social networking and communications policy. http://ebennett.org/aamc
  • 36. Education and Best PracticesRequired annual training for all staffProvide tools for managers Packaged presentations Videos FAQ’sEncourage discussionAcknowledge grey areas http://ebennett.org/aamc
  • 37. Education and Best Practiceshttp://www.youtube.com/watch?v=44txjIgnOzU http://ebennett.org/aamc
  • 38. Education and Best Practices http://ebennett.org/aamc
  • 39. Monitoring http://ebennett.org/aamc
  • 40. Questions and Discussion This presentation and links to associated resources can be found at: http://ebennett.org/aamc http://ebennett.org/aamc
  • 41. Thank You Ed Bennett Director Web & Communications Technology University of Maryland Medical Center 410-328-0771 ebennett@umm.edu / ed@ebennett.org umm.edu / ebennett.org Twitter: @edbennettwww.ummsfoundation.org/dozer