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Hospitals, Social Media and Compliance


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Hospitals, Social Media and Compliance

  1. 1. Hospitals, Social Media and Compliance Ed Bennett University of Maryland Medical System AAMC Compliance Meeting Washington, DC | June, 2012
  2. 2. Outline  My Background  Social Media Cannot be Ignored  Physician Examples  Opening Access at UMMC  Your Social Media Program
  3. 3. My Background Pre-1980 Juggler & Street Performer Core Web Management SkillsPage  3
  4. 4. My Background Pre-1980 Juggler & Street Performer 1980 - 1994 Microfilm Technician, Software Trainer
  5. 5. My Background Pre-1980 Juggler & Street Performer 1980 - 1994 Microfilm Technician, Software Trainer 1994 - 1999 Web EntrepreneurPage  5
  6. 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
  7. 7. Social Media Cannot Be Ignored Patients Expect More Than We deliver
  8. 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
  9. 9. Price Waterhouse CoopersHealth Research Institute ReportNational Consumer Survey and Industry ReviewApril, 2012
  10. 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
  11. 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
  12. 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
  13. 13. Social Media Cannot Be Ignored Our Employees Expect Reasonable Policies
  14. 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
  15. 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
  16. 16. By the way, they have access anyway…
  17. 17. Some Doctors Active in Social Media Bryan Vartabedian, MD - Pediatric Gastroenterologist at Texas Childrens Hospital/Baylor College of Medicine Mark Ryan, MD - Family Medicine, Instructor at Virginia Commonwealth University MCCSM External Advisor Wendy Sue Swanson, MD, FAAP - Pediatrics & Primary Care at Seattle Childrens Hospital MCCSM External Advisor
  18. 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 Matt Katz, MD - Chief of Radiation Oncology, Saints Medical Center. Communications Chair of the American Society of Radiation Oncology. MCCSM External Advisor Ves Dimov, MD Associate Professor at University of Chicago
  19. 19. Opening Access at UMMC
  20. 20.
  21. 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
  22. 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
  23. 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
  24. 24. One Year Later… Opened access on January 1, 2011 !
  25. 25. Opening Access at UMMC Results  A “No Drama” launch  Decreased patient complaints  Increased employee awareness  Social media = business as usual
  26. 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
  27. 27. Open access brought new services
  28. 28. Patient Support Groups on Facebook Liver Transplant  Hepatitis C Digestive Diseases  Trauma SurvivorsLaunched in March 2011Between 25 and 50 members each
  29. 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. 30. Your Social Media Program Staff Policies and Guidelines Education and Best Practices Monitoring
  31. 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
  32. 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
  33. 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
  34. 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
  35. 35. Somewhat Longer Policies:A comprehensive, seven page social networking and communications policy.
  36. 36. Education and Best PracticesRequired annual training for all staffProvide tools for managers Packaged presentations Videos FAQ’sEncourage discussionAcknowledge grey areas
  37. 37. Education and Best Practices
  38. 38. Education and Best Practices
  39. 39. Monitoring
  40. 40. Questions and Discussion This presentation and links to associated resources can be found at:
  41. 41. Thank You Ed Bennett Director Web & Communications Technology University of Maryland Medical Center 410-328-0771 / / Twitter: