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Culture Breeds Competence How To Handle The Responsibilities of  HIPAA, Identity Theft, & Privacy  While Introducing Socia...
Culture <ul><li>“The set of shared attitudes, values, goals, and practices that characterizes an institution or organizati...
Elements of Culture <ul><li>Thoughts become Words </li></ul><ul><li>Words become Actions </li></ul><ul><li>Actions become ...
Culture Disruption Source: John Sharp –  http://ehealth.johnwsharp.com Via: Ed Bennett –  http://ebennett.org/jbpres/ Uses...
Risk Taking <ul><li>IS doing the best thing for patients </li></ul><ul><li>IS building new relationships </li></ul><ul><li...
Trust Networks <ul><li>Trust inherent to network </li></ul><ul><li>Share commonalities </li></ul><ul><li>Invite dissention...
Challenges in Health Care <ul><li>HIPAA </li></ul><ul><li>Patient Privacy </li></ul><ul><li>Boundaries/Relationships </li>...
More Than Marketing
More Than Marketing
More Than Marketing LinkedIn Gina Bericchia  has sent you a message. Date:  9/01/2009  Subject:  Thank you  Thanks very mu...
More Than Marketing
More Than Marketing
More Than Marketing
Marketing is the Byproduct
Policy Is Important <ul><li>What policies do you have in place? </li></ul><ul><ul><li>Privacy </li></ul></ul><ul><ul><li>A...
Social Media Policy <ul><li>Introduce the Purpose of Social Media </li></ul><ul><ul><li>Focus on what employees CAN do </l...
Social Media Policy <ul><li>Be Responsible For What You Write </li></ul><ul><ul><li>Freedom of speech is not freedom from ...
Social Media Policy <ul><li>Be Authentic </li></ul><ul><ul><li>Tell people who you are </li></ul></ul><ul><ul><li>Be up fr...
Social Media Policy <ul><li>Consider Your Audience </li></ul><ul><ul><li>Potential Customers </li></ul></ul><ul><ul><li>Fe...
Social Media Policy <ul><li>Understand the Concept of Community  </li></ul><ul><ul><li>Community should be a mutual suppor...
Social Media Policy <ul><li>Respect Copyrights and Fair Use </li></ul><ul><ul><li>ATTRIBUTE! </li></ul></ul><ul><ul><li>Do...
Social Media Policy <ul><li>Remind Users of HIPAA Responsibilities </li></ul><ul><ul><li>There are prescribed channels to ...
Social Media Policy <ul><li>Protect Confidential & Proprietary Information </li></ul><ul><ul><li>Differs from state to sta...
Social Media Policy <ul><li>Provide Value </li></ul><ul><ul><li>What do your customers expect? </li></ul></ul><ul><ul><li>...
Providing Value
Providing Value
Social Media Policy <ul><li>Productivity Matters </li></ul><ul><ul><li>Culture alone doesn’t heal patients </li></ul></ul>...
Social Media Policy <ul><li>Involve the Stakeholders </li></ul><ul><ul><li>Human Resources </li></ul></ul><ul><ul><li>Lega...
Leadership and Policy <ul><li>Conversations must make the board room </li></ul><ul><ul><li>Elevate your conversations quic...
Policy Cannot Stand Alone <ul><li>“You don't create a culture. Culture happens. Culture is the by-product of consistent be...
The Golden Rule <ul><li>Conduct yourself in social media the same way you are expected to conduct yourself at work/home/sc...
Identity Theft <ul><li>How do you know you are talking to the actual patient? </li></ul><ul><li>Stick to your policies reg...
Bottom Line <ul><li>Do not initiate conversation about protected health information. </li></ul><ul><li>Patients can share ...
Consequences <ul><li>HIPAA Violations </li></ul><ul><ul><li>New requirements require immediate notification to those affec...
Culture Vs Consequence <ul><li>Culture </li></ul><ul><ul><li>We don’t talk about protected information because it is the r...
Tell Everyone <ul><li>Creating Competence through Culture </li></ul><ul><ul><li>Every time you meet with an employee talk ...
 
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How To Handle The Responsibilities Of Hipaa, Identity Theft, And Privacy Concerns While Introducing New Social Media Technologies

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How To Handle The Responsibilities Of Hipaa, Identity Theft, And Privacy Concerns While Introducing New Social Media Technologies as presented by Ryan Squire at the ALI conference on health care in social media 10/5-8/09.

Published in: Health & Medicine
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How To Handle The Responsibilities Of Hipaa, Identity Theft, And Privacy Concerns While Introducing New Social Media Technologies

  1. 1. Culture Breeds Competence How To Handle The Responsibilities of HIPAA, Identity Theft, & Privacy While Introducing Social Media Technologies Ryan Squire Program Director—Social Media Communications and Marketing
  2. 2. Culture <ul><li>“The set of shared attitudes, values, goals, and practices that characterizes an institution or organization” </li></ul><ul><li>Social media culture is more than another way to send a marketing message, it’s engaging with colleagues and patients to provide better care. </li></ul>Source: http://www.merriam-webster.com/dictionary/culture
  3. 3. Elements of Culture <ul><li>Thoughts become Words </li></ul><ul><li>Words become Actions </li></ul><ul><li>Actions become Habits </li></ul><ul><li>Habits become Character </li></ul><ul><li>Character becomes Destiny </li></ul>-Author Unknown
  4. 4. Culture Disruption Source: John Sharp – http://ehealth.johnwsharp.com Via: Ed Bennett – http://ebennett.org/jbpres/ Uses licenses with few restrictions Intellectual Property is closely guarded Quick deployment Long deployment lead times Information from trusted networks Information from authoritative sources Risk Taking Risk Adverse Web / Health 2.0 Values Health Care Values
  5. 5. Risk Taking <ul><li>IS doing the best thing for patients </li></ul><ul><li>IS building new relationships </li></ul><ul><li>IS challenging status quo </li></ul><ul><li>is NOT breaking laws </li></ul><ul><li>is NOT violating patient privacy </li></ul><ul><li>is NOT putting yourself or institution at risk </li></ul>
  6. 6. Trust Networks <ul><li>Trust inherent to network </li></ul><ul><li>Share commonalities </li></ul><ul><li>Invite dissention </li></ul><ul><li>Challenge thought </li></ul><ul><li>Collaborate without walls </li></ul><ul><li>Build on knowledge of the community </li></ul>Image credit: http:// blog.santoshmaharshi.com
  7. 7. Challenges in Health Care <ul><li>HIPAA </li></ul><ul><li>Patient Privacy </li></ul><ul><li>Boundaries/Relationships </li></ul><ul><li>Identity Theft </li></ul><ul><li>Education </li></ul>
  8. 8. More Than Marketing
  9. 9. More Than Marketing
  10. 10. More Than Marketing LinkedIn Gina Bericchia has sent you a message. Date: 9/01/2009 Subject: Thank you Thanks very much for your kind welcome. I actually owe you a thank you because I learned about the student intern position from following you on Twitter. I'm very excited to get started and look forward to learning more about social media from you.
  11. 11. More Than Marketing
  12. 12. More Than Marketing
  13. 13. More Than Marketing
  14. 14. Marketing is the Byproduct
  15. 15. Policy Is Important <ul><li>What policies do you have in place? </li></ul><ul><ul><li>Privacy </li></ul></ul><ul><ul><li>Acceptable Use </li></ul></ul><ul><ul><li>Appropriate Behavior </li></ul></ul><ul><li>Social Media Policy </li></ul><ul><ul><li>“Imitation is the sincerest form of flattery” </li></ul></ul><ul><ul><ul><ul><li>Charles Caleb Colton </li></ul></ul></ul></ul><ul><ul><li>http://ebennett.org/hsmp/ </li></ul></ul>
  16. 16. Social Media Policy <ul><li>Introduce the Purpose of Social Media </li></ul><ul><ul><li>Focus on what employees CAN do </li></ul></ul><ul><ul><li>Don’t build walls to engagement </li></ul></ul>Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby
  17. 17. Social Media Policy <ul><li>Be Responsible For What You Write </li></ul><ul><ul><li>Freedom of speech is not freedom from consequence. </li></ul></ul><ul><ul><li>Exercise good judgment </li></ul></ul><ul><ul><li>Use common sense </li></ul></ul>Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby
  18. 18. Social Media Policy <ul><li>Be Authentic </li></ul><ul><ul><li>Tell people who you are </li></ul></ul><ul><ul><li>Be up front about what your purpose is </li></ul></ul><ul><ul><li>Be up front about moderation, comments, etc </li></ul></ul><ul><ul><li>Always include your name and company name </li></ul></ul>Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby
  19. 19. Social Media Policy <ul><li>Consider Your Audience </li></ul><ul><ul><li>Potential Customers </li></ul></ul><ul><ul><li>Fellow Employees </li></ul></ul><ul><ul><li>Patients </li></ul></ul><ul><ul><li>Management </li></ul></ul><ul><ul><li>Traditional Media </li></ul></ul><ul><ul><li>Potential Investors </li></ul></ul>Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby
  20. 20. Social Media Policy <ul><li>Understand the Concept of Community </li></ul><ul><ul><li>Community should be a mutual support network </li></ul></ul><ul><ul><li>Balance personal and professional information </li></ul></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Not a competition </li></ul></ul>Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby
  21. 21. Social Media Policy <ul><li>Respect Copyrights and Fair Use </li></ul><ul><ul><li>ATTRIBUTE! </li></ul></ul><ul><ul><li>Do you have the rights to use the content? </li></ul></ul>Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby
  22. 22. Social Media Policy <ul><li>Remind Users of HIPAA Responsibilities </li></ul><ul><ul><li>There are prescribed channels to communicate about Protected Health Info (PHI) </li></ul></ul><ul><ul><li>PHI has no business in social networks </li></ul></ul><ul><ul><ul><li>Unless the Patient is the one talking </li></ul></ul></ul><ul><ul><ul><li>http://sharing.mayoclinic.org/ </li></ul></ul></ul><ul><ul><li>Educate about existing policies </li></ul></ul>
  23. 23. Social Media Policy <ul><li>Protect Confidential & Proprietary Information </li></ul><ul><ul><li>Differs from state to state </li></ul></ul><ul><ul><li>Probably already have a policy in place </li></ul></ul>Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby
  24. 24. Social Media Policy <ul><li>Provide Value </li></ul><ul><ul><li>What do your customers expect? </li></ul></ul><ul><ul><li>Provide one point of value for your community every day (using social media). </li></ul></ul>Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby
  25. 25. Providing Value
  26. 26. Providing Value
  27. 27. Social Media Policy <ul><li>Productivity Matters </li></ul><ul><ul><li>Culture alone doesn’t heal patients </li></ul></ul><ul><ul><li>Execute core business competencies first </li></ul></ul><ul><ul><li>Perception is reality </li></ul></ul>Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby
  28. 28. Social Media Policy <ul><li>Involve the Stakeholders </li></ul><ul><ul><li>Human Resources </li></ul></ul><ul><ul><li>Legal </li></ul></ul><ul><ul><li>Compliance </li></ul></ul><ul><ul><li>Communications </li></ul></ul><ul><ul><li>IT/IT Security </li></ul></ul><ul><ul><li>Leadership </li></ul></ul>
  29. 29. Leadership and Policy <ul><li>Conversations must make the board room </li></ul><ul><ul><li>Elevate your conversations quickly </li></ul></ul><ul><ul><li>Employees want to know where leadership stands. Live your stance. </li></ul></ul><ul><li>Your policy affects people </li></ul><ul><ul><li>What can you do to involve them up front? </li></ul></ul><ul><ul><li>Ensure leadership hears this voice. </li></ul></ul>
  30. 30. Policy Cannot Stand Alone <ul><li>“You don't create a culture. Culture happens. Culture is the by-product of consistent behavior.” </li></ul><ul><ul><ul><ul><ul><li>Jason Fried—Social Media Management Expert </li></ul></ul></ul></ul></ul><ul><li>Consistent behavior is created by practice. </li></ul><ul><li>“Practice does not make perfect. Only perfect practice makes perfect.” </li></ul><ul><ul><ul><ul><ul><li>Vince Lombardi </li></ul></ul></ul></ul></ul>
  31. 31. The Golden Rule <ul><li>Conduct yourself in social media the same way you are expected to conduct yourself at work/home/school </li></ul>
  32. 32. Identity Theft <ul><li>How do you know you are talking to the actual patient? </li></ul><ul><li>Stick to your policies regarding FTC’s red flag rules. </li></ul><ul><li>Never release protected information and be leery of anyone who asks you to do so. </li></ul>
  33. 33. Bottom Line <ul><li>Do not initiate conversation about protected health information. </li></ul><ul><li>Patients can share any information they desire. You can’t. </li></ul>
  34. 34. Consequences <ul><li>HIPAA Violations </li></ul><ul><ul><li>New requirements require immediate notification to those affected by a violation. </li></ul></ul><ul><ul><li>Some violations require the media to be notified. </li></ul></ul><ul><li>What consequences do your employees face? </li></ul><ul><ul><li>Be up front </li></ul></ul>
  35. 35. Culture Vs Consequence <ul><li>Culture </li></ul><ul><ul><li>We don’t talk about protected information because it is the right thing to do for our patients. </li></ul></ul><ul><li>Consequence </li></ul><ul><ul><li>We don’t talk about protected information because we could get in trouble. </li></ul></ul>
  36. 36. Tell Everyone <ul><li>Creating Competence through Culture </li></ul><ul><ul><li>Every time you meet with an employee talk about the culture you want to be a part of </li></ul></ul><ul><ul><li>Explain their part in the culture </li></ul></ul><ul><ul><li>Ask for help from your communities </li></ul></ul><ul><ul><ul><li>They’ll let you know if you screw up long before it’s a major problem </li></ul></ul></ul>

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