Impact Of HIPAA On Your Social Media Strategy By Art Ruiz, Jr.

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Impact Of HIPAA On Your Social Media Strategy. Art Ruiz, Jr. Created This Course For The Colorado Dental Association Annual Meeting In 2012. Within This Lecture We Look At Best Practices For Building A Successful Social Media Strategy For Your Practice Without Violating HIPAA Laws & Regulations. We Look At Content Types, Content Strategy & More. We Also Look At The Importance Of Developing & Implementing A Social Media Policy For Your Staff As Well As Creating A Privacy Policy For Your Website.

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Impact Of HIPAA On Your Social Media Strategy By Art Ruiz, Jr.

  1. 1. Impact Of HIPAA On Your Social Media StrategyDeveloping A Privacy Policy & Social Media Policy For Your Dental Practice Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  2. 2. Founded In 2004NASDAQ: RLOC64 Offices WorldwideOver 1,500 Employees> 18,000 Online Campaigns For Dentists> 400,000 New Patient Calls> 2,000,000 Web EventsArt Ruiz, Jr.Internet Marketing Consultant10 Years+ Advertising FieldExpert In Web Presence Optimization, Search EngineMarketing, Search Engine Optimization, & Social Media. Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  3. 3. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  4. 4. HIPAA Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  5. 5. HIPAA – Health Insurance Portability & Accountability Act (1996)“The Intent Of This Act Is To Protect Clients,Reduce Fraud, Improve Quality Of Health Care, & Set Strict Standards For How Private Information About Clients Is Transmitted.”* - Melissa Nicole Freeburg Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  6. 6. TITLE II Is Broken Down Into 5 Rules:  The Privacy Rule  The Transactions & Code Sets Rule  The Security Rule  The Unique Identifiers Rule  The Enforcement Rule - 45 C.F.R. § 160.103. Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  7. 7. Protected Health Information (PHI)The Privacy Rule Protects All “IndividuallyIdentifiable Health Information” Held OrTransmitted By A Covered Entity Or ItsBusiness Associate, In Any Form Or Media,Whether Electronic, Paper, Or Oral. - 45 C.F.R. § 160.103. Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  8. 8. Treatment, Payment & Operations (TPO) Treatment Is The Provision, Coordination, Or Management Of Health Care & Related Services For An Individual By One Or More Health Care Providers... - 45 C.F.R. § 164.501. Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  9. 9. Treatment, Payment & Operations (TPO) Payment Encompasses Activities Of A Health Plan To Obtain Premiums, Determine Or Fulfill Responsibilities For Coverage & Provision Of Benefits...For Health Care Delivered To An Individual. - 45 C.F.R. § 164.501. Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  10. 10. Treatment, Payment & Operations (TPO) Health Care Operations - Quality Assessment Including Case Management & Care Coordination, Provider Or Health Plan Performance Evaluation, Medical Reviews, Audits Or Legal Services, Fraud & Abuse Detection, Compliance Programs, Business Planning, Development, Management, & General Administrative Activities. - 45 C.F.R. § 164.501. Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  11. 11. Authorized Uses & DisclosuresAuthorization -A Covered Entity Must Obtain The IndividualsWritten Authorization For Any Use Or DisclosureOf Protected Health Information (PHI) That Is NotFor Treatment, Payment Or Health CareOperations Or Otherwise Permitted Or RequiredBy The Privacy Rule. - 45 C.F.R. § 164.508. Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  12. 12. Authorized Uses & DisclosuresMarketing -Is An Arrangement Between A Covered Entity &Any Other Entity Whereby The Covered EntityDiscloses Protected Health Information, InExchange For Direct Or Indirect Remuneration...ACovered Entity Must Obtain An Authorization ToUse Or Disclose Protected Health Information ForMarketing. - 45 C.F.R. § 164.508. Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  13. 13. Health Care Adoption Of Social Media Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  14. 14. Social Media Policy for The Practice• Clarify That Social Media Is Subject To HIPAA Regulations & Its Penalties• Clarify That Work Comes First – Activity Should Not Interfere With Work Commitments• Encourage Respectful, honest, & Valuable Social Media Activity (Sharing, Commenting, Liking, Etc. )• Contact Information For Questions• Editable Social Media Policy Word .doc Available Upon Request Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  15. 15. Its In The Wording. Dont Offer Advice Or Consultations Online. – My Molar Is Really Sore, What Should I Do?- “Hey Sally – I Would Try To Extract That Tooth First, Then See If That Feels Better.”+ “Hey Sally – Give Us A Call At The Office To Schedule Some Time To Look At That.” Protect Your Patients Privacy, Always. – Dr. Smith Is The Best Dentist Ever.- “It Was Good To See You Today, Hope Your Dentures Fit Better This Time.” + “We Appreciate Your Feedback.Honest Mistakes Are Still Your Problem. Our Patient Referral Winners For May: Mary Smith Dave Jones $100 (Tagged In Photos) - Are You Really Protecting Your Patients? + “Congratulations To Our May “Refer A Patient” Program Winners”. Each Winner received a $100 Gift Card To Chick Fil A.” Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  16. 16. Its In The Wording... When In Doubt, Take It Out! Period. – You Guys Run A Horrible Practice And Are A Bunch Of #@(#*@)!- “You Are A Horrible Little Man That Needs To Be Slapped.”+ Remove Or Delete The Comment. Remove User Or Block User From Posting Again. You Never Know Who Is Listening. – This Morning, We Just Treated The Worst Case Of Halitosis Ever, Hopefully He Will Brush His Teeth More & Floss More. His Son Complained About His Coffee Breath.- Identifiable Information, Enough To Figure Out Who It Was? + “Here Is A Great Article We Found About Treating Coffee Breath.”Get Authorization First, Then Post Responsibly. Isnt Little Suzie The Cutest Patient Ever? Practice Tagged Moms Photo Of Kid. - Done Right, Maybe. Good Idea, Probably Not. + “Isnt This The Cutest Smile Ever?” No Tags, No Reference To Suzies Name Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  17. 17. Its In The Wording... Never, Ever Promise Or Guarantee Results. – I Have Crooked Front Teeth, Do You Offer Free Consultations?- Come In And See Us, We Promise To Make Your Smile Look Like This. (Picture Of Perfect Teeth.)+ We Have Helped Hundreds Of Patients Get Great Smiles, Call Us At The Office To Set Up An Appointment. Be Respectful, Everyones Watching & Reading Dr. Smith Is The Worst Dentist Ever. - ”We Just Asked You To Pay Your Bill On Time For Once.” + ”Please Call Us To Resolve Your Issue.”Be Relevant, Or Dont Post Anything. Obama Dental Care Is Going To Hurt Everyone In The Long Run. - Never A Good Idea To Talk Politics, Religion, Sensitive Topics Online. + Informative, Positive, Engaging, Appropriately Humorous Content Is King. Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  18. 18. Creating A Social Media Publishing Policy For Your Practice. Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  19. 19. Why Is This Needed?HIPAA CompliantReputation ManagementBrand ManagementAccountabilityExpectationsAppropriate SitesAppropriate Content Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  20. 20. What Should Go Into A Social Media Policy? Tie Policy To Current Personnel Handbook HIPAA Overview Limited To Professional Use Standardized Disclaimers When Posting To Blogs Professional Conduct To Always Be Followed Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  21. 21. What Should Go Into A Social Media Policy? Content / Post Deletion Process Media Inquiry Procedure Patient Engagement Policy Approval Process For Social Content Calendar Use Of Copyright & Intellectual Property Proper Use & Citation Needed Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  22. 22. Proper Use Of Copyright & Intellectual Property Quotations: Credit The Author, Include The Link Where It Originated From, Re-purpose 10%-15% Of Article. Videos: Include Link From Where Video Originated Links: Always Include Link In Postings From Origination Of Content To Cite Author. Pictures: Credit Who Took Photo Or Website Its From. Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  23. 23. Content Calendar Best PracticesDental Industry ArticlesComment On Or Provide Unique Insight On ArticleAsk QuestionsTop Dental TipsFactoidsVideosInfographicsListsFavorite Dental ResourcesOffice Updates, Birthdays, AnniversariesCharity & Community Work Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  24. 24. Importance Of Creating / Updating The Privacy Policy On Your Website. Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  25. 25. Privacy Policy For Your WebsiteGo To www.FreePrivacyPolicy.comThe Google Ranking FactorProtecting Your Clients Regarding HIPAAGood Business Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©
  26. 26. What Elements Should Be In A Privacy Policy? What Information Do We Collect? What Do We Use Your Information For? How Do We Protect Your Information? Do We Use Cookies? Do We Disclose Any Information To Outside Parties? Third Party Links Online And / Or Office Privacy Policy Disclaimer Your Consent (CYA) Art Ruiz, Jr. & ReachLocal, Inc. 2012 ©

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