1. THE SAFETY OF OUR HEALTH
An examination and analysis of the current state
of the safety of digital technology in the healthcare industry
Presented by Kelly McGillivray

2. Meet Duke University Hospital
(DUH)
 Located in Durham, North
Carolina
 Teaching hospital (Duke
University School of
Medicine)
 Focuses on adult
procedures, surgeries, and
pediatric specialties
 Level 1 Trauma Center
 Medical specialists
available in a variety of
areas 24/7 to treat
incoming trauma patients

3. How does DUH currently use the
Internet and social media?
 Facebook
 Google Plus
 Instagram
 Twitter
 Mychart (online access
to healthcare and
communication with
providers)
 Electronic health
records

4. What considerations should DUH recognize
for a digital presence in the healthcare
industry in 2016 ?
 Digital risk
 Virtual extortion, or
ransomware
 In February 2016, an
L.A. hospital “had its
internal hospital
computer system shut
down by hackers who
demanded $3.7 million
in ransom,” (Woods,
2016).

5. What technology is available to DUH to enhance
their digital presence on the Internet and social
media in 2016 and beyond?
 Enterprise Cloud Business Intelligence (ECBI)
software
 ECBI software is revolutionizing the method by which
providers maintain current or growing business
relationships
 With the current method of paper referrals, “up to 50%
of patient referrals to never result in a doctor’s visit,”
therein creating a chasm in care, which in turn “causes
patients to lose treatment, the healthcare facility to lose
money, and increases the potential of malpractice
lawsuits due to improper hand-offs and lack of audit
trails,” (referralmd.com, 2015).

6. What are the implications of the
Internet and social media for the future
of DUH?
Strengths
 Connects patients and
providers
 Connects providers to
electronic records,
digitalizing record-keeping
 Significant cost-saving as
opposed to maintaining
paper copies of records

7. What are the implications of the
Internet and social media for the future
of DUH?
Weaknesses
 Patient records cannot be accessed without access
to the network, placing patient health in jeopardy of
being held ransom, or inaccessible in case of
weather-related emergencies that render hospitals
without power
 Ethical implications regarding unprofessional
content posted by health care providers
 Potential for violations of patient confidentiality

8. Opportunities
 Provides an opportunity to share knowledge,
techniques, and treatment plans with other health
care providers.
What are the implications of the
Internet and social media for the future
of DUH?

9. Threats
 Places patients, hospitals, and health care providers
at risk of ransomware
What are the implications of the
Internet and social media for the future
of DUH?

10. How will global presence impact DUH’s
choices about Internet and social
media use?
 31% of healthcare providers
use social media for
professional networking (Med
Tech Media, 2011).
 41% of patients report that
social media affects their
choice of a healthcare provider,
clinic, or hospital (Ottenhoff,
2012).
 60% of healthcare providers
believe that social media
improves the quality of care to
patients (Ottenhoff, 2012).

11. How do healthcare providers use social media
and if not, what are the leading reasons?
Graph 1.1:
Graph 1.2:
Results from a 2014 study performed by MedData, surveying 257 phys

12. How can DUH encourage its healthcare providers
to use social media without damaging the
hospital’s brand or inciting liability?
Strategy Recommendation for DUH’s future use of the
Internet and social media (Part 1):
Bolster hospital-wide written policies and procedures
outlining social media use for health care providers by:
 Promote a corporate culture of collective accountability
for the brand of the hospital and its reputation
 Remain consistent in messaging, utilize a metrics-
based approach to communications and deliver
uniformity in messaging

13. Strategy Recommendation for DUH’s future use of the Internet and
social media (Part 2):
Align the goals of social media and Internet use with the tactics that will
be utilized:
 Engage with patients on a proactive basis, addressing issues before they
escalate
How can DUH encourage its healthcare providers
to use social media without damaging the
hospital’s brand or inciting liability?
Graph 2.1:

14. References
 Cohen, H. (March 27, 2013). Social Media Does Not Drive ROI . Retrieved from
http://heidicohen.com/social-media-does-not-drive-roi-research/
 Duke Health. (2016). Duke Health. Retrieved from https://www.dukemedicine.org/
 Effective Social Marketing Tactics. (2013). [Graph illustration Ascend2 Client Connection
Research Survey February 2013]. Social Media: 5 Small Business Lessons. Retrieved from
http://heidicohen.com/social-media-5-small-business-lessons-researchcharts/
 Ottenhoff, M. (December 17, 2012). Infographic: Rising Use of Social and Mobile in
Healthcare. Retrieved from http://thesparkreport.com/infographic-social-mobile-healthcare/
 Physician Adoption of Social Media. (2014). [Graph illustration MedData Physician
Adoption of Social Media July 8, 2014]. Retrieved from http://www.meddatagroup.com/wp-
content/uploads/Social-Media-Infographic_v3.pdf
 Referral MD. (2015). 10 Biggest Innovations in Health Care Technology in 2015. Retrieved
from https://getreferralmd.com/2015/02/the-10-biggest-innovations-in-health-care-
technology-in-2015/
 Von Muhlen, M. & Ohno-Machado, L. (July 3, 2012). Reviewing social media use by
clinicians. Retrieved from http://jamia.oxfordjournals.org/content/jaminfo/19/5/777.full.pdf
 Woods, B. (February 17, 2016). The Hacking Economy: Virtual extortion a big business for
cyber criminals. Retrieved from http://www.cnbc.com/2016/02/17/