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Healthcare, Social Media and
Risk Management
Ed Bennett
University of Maryland Medical System
Themes for today:
My Background
Current Realities of Social Media
Perceived Risks vs. Actual Risks
Framing the Social Medi...
Page  3
My Background
Pre-1980
Juggler & Street Performer
Core Web Management Skills
My Background
Pre-1980
Juggler & Street Performer
1980 - 1994
Microfilm Technician, Software
Trainer
http://www.flickr.com...
Page  5
My Background
Pre-1980
Juggler & Street Performer
1980 - 1994
Microfilm Technician, Software
Trainer
1994 - 1999
...
Page  6
My Background
1999 - Now
University of Maryland
Medical System
All Things Web
Technical Infrastructure
Content De...
Page  7
Current Realities of Social Media
• It’s not going away
• It will replace email
(and that's good)
• Smart phones = constan...
Current Realities of Social Media
Primary Reasons for Visiting Professional
Online Networks
• Access to thought leadership...
Patient Expectations
When it comes to Social Media:
• They trust healthcare providers
• They are influenced by our message...
Consumers are more likely to share social media
information from healthcare providers
Doctor Hospital
Health Insurer Drug ...
Consumers value information and services that make
healthcare easier to manage
Source: PwC HRI Social Media Consumer Surve...
HIPAA & privacy violations
IT security
Loss of message control
Employee productivity
Perceived Risks of Social Media
B I N G O
Productivity Privacy
Not
Professional
Bandwidth
IT
Rules
Security HIPAA Reputation
No
Rules
Viruses
Liability Ti...
1. Staff can access social media on personal devices.
2. Access is a management decision, not just one by IT or HR.
3. Cre...
1. Staff can access Social Media on personal devices
2. Access is a management decision, not just one by IT or HR.
3. Crea...
1. Staff can access Social Media on personal devices.
2. Access is a management decision, not just one by IT or HR.
3. Cre...
1. Staff can already access web on personal devices during work
day.
2. Access is a management decision, not just one by I...
Real Risks of avoiding Social Media
• Web adoption lessons from 1998-2001
• Not meeting employee / patient expectations
• ...
Employee Expectations
Employee Expectations
Patient Expectations
“You trust your staff with my life, but
think they can’t handle Facebook?”
“You cut off my support ne...
Social Media
Risk Management
=
Employee
Management
Social Media Policy Basics
 Social Media sites are not HIPAA
controlled services
 But staff must follow existing rules:
...
Staff Policies and Guidelines
“No hospital has been sued for HIPAA
violations on social media. Some employees
have been in...
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...
Social Media Policy and Employee Guidance
 First and Foremost, Respect the Privacy of our Patients
 Live the Ministry Pr...
Education and Best Practices
Require annual training for all staff
Provide tools for managers
Packaged presentations
Video...
Staff Education
http://www.youtube.com/watch?v=44txjIgnOzU
Education and Best Practices
Monitoring
Opening Access at UMMC
Opening Access at UMMC
Websense in place since 2004
 Blocked Facebook
 Most Blogging platforms
 Broke many non-social m...
Opening Access at UMMC
Why Change?
 Patient Satisfaction – #1 Driver
 Respect for Hospital Staff
 Lessons learned from ...
Opening Access at UMMC
The Process – all of 2010
 Driven by our CEO
 Lots of meetings and memos with
 Legal / Complianc...
One Year Later…
Opened access on January 1, 2011 !
Opening Access at UMMC
Results
 A “No Drama” launch
 Decreased patient complaints
 Increased employee awareness
 Socia...
Open access = new services
Examples from UMMC:
 Patient support groups on Facebook
 Department groups on Facebook
 Fund...
Patient Support Groups on Facebook
 Liver Transplant
 Digestive Diseases
Launched in March 2011
Between 50 and 75 member...
Patient Support Group
 Outgrowth of traditional IRL groups
 Managed by the same group leader
 Mix of closed & secret groups
 Posts are priva...
Shock Trauma EMS Office
Dozer the Dog
Fundraising
 Huge media
relations effort
 New Fundraising
Website
 Video production
 Facebook, Twitter,
YouTube and Blogs
 Monito...
Resources:
The Mayo Clinic Center for Social Media
http://socialmedia.mayoclinic.org
HIMSS White Paper
Social Media in Hea...
Thank You
Ed Bennett
Director,
Web & Communications Technology
University of Maryland Medical System
410-328-0771
ebennett...
Healthcare, Social Media and Risk Management
Healthcare, Social Media and Risk Management
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Healthcare, Social Media and Risk Management

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My current presentation covering risk management. employee access and the use of Social Media by Healthcare professionals

Healthcare, Social Media and Risk Management

  1. 1. Healthcare, Social Media and Risk Management Ed Bennett University of Maryland Medical System
  2. 2. Themes for today: My Background Current Realities of Social Media Perceived Risks vs. Actual Risks Framing the Social Media decision Opening Access at UMMC
  3. 3. Page  3 My Background Pre-1980 Juggler & Street Performer Core Web Management Skills
  4. 4. My Background Pre-1980 Juggler & Street Performer 1980 - 1994 Microfilm Technician, Software Trainer http://www.flickr.com/photos/zigazou76/6310027720/
  5. 5. Page  5 My Background Pre-1980 Juggler & Street Performer 1980 - 1994 Microfilm Technician, Software Trainer 1994 - 1999 Web Consultant
  6. 6. Page  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 Media
  7. 7. Page  7
  8. 8. Current Realities of Social Media • It’s not going away • It will replace email (and that's good) • Smart phones = constant access • Preferred tool for many users
  9. 9. Current Realities of Social Media Primary Reasons for Visiting Professional Online Networks • 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
  10. 10. Patient Expectations 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 Source: PwC HRI Social Media Consumer Survey, 2012
  11. 11. Consumers are more likely to share social media information from healthcare providers Doctor Hospital Health Insurer Drug Company Source: PwC HRI Social Media Consumer Survey, 2012 N = 1,060
  12. 12. Consumers value information and services that make healthcare easier to manage Source: PwC HRI Social Media Consumer Survey, 2012 N = 1,060 Percentage of respondents finding value in services offered by healthcare providers in social media
  13. 13. HIPAA & privacy violations IT security Loss of message control Employee productivity Perceived Risks of Social Media
  14. 14. B I N G O Productivity Privacy Not Professional Bandwidth IT Rules Security HIPAA Reputation No Rules Viruses Liability Time Waster Staff Morale Risky Hackers Lawsuits For Kids Costly Data Loss No Control Malware Scary HR Policy Patient Safety Web Blocking Bingo!
  15. 15. 1. Staff can access social media on personal devices. 2. Access is a management decision, not just one by IT or HR. 3. Create social media polices and guidelines, then enforce them. 4. Provide training about social media risks and opportunities. 5. Social media sites are web sites, so virus and malware risks are similar and can be managed. 6. Even if you block social media, staff can and will visit other sites. 7. Educate users about managing security risks (e.g., creating passwords, recognizing suspicious emails, messages, links, etc.) Answers to Common Objections
  16. 16. 1. Staff can access Social Media on personal devices 2. Access is a management decision, not just one by IT or HR. 3. Create social media polices and guidelines, then enforce them. 4. Provide training about social media risks and opportunities. 5. Social media sites are web sites, so virus and malware risks are similar and can be managed. 6. Even if you block social media, staff can and will visit other sites. 7. Educate users about managing security risks (e.g., creating passwords, recognizing suspicious emails, messages, links, etc.) B I N G O Productivity Not Professional Reputation Time Waster No Control
  17. 17. 1. Staff can access Social Media on personal devices. 2. Access is a management decision, not just one by IT or HR. 3. Create social media polices and guidelines, then enforce them. 4. Provide training about social media risks and opportunities. 5. Social media sites are web sites, so virus and malware risks are similar and can be managed. 6. Even if you block social media, staff can and will visit other sites. 7. Educate users about managing security risks (e.g., creating passwords, recognizing suspicious emails, messages, links, etc.) B I N G O Privacy HIPAA Liability Lawsuits Data Loss
  18. 18. 1. Staff can already access web on personal devices during work day. 2. Access is a management decision, not just one by IT or HR. 3. Create social media polices and guidelines, then enforce them. 4. Provide training about social media risks and opportunities. 5. Social media sites are web sites, so virus and malware risks are similar and can be managed. 6. Even if you block social media, staff can and will visit other sites. 7. Educate users about managing security risks (e.g., creating passwords, recognizing suspicious emails, messages, links, etc.) B I N G O IT Rules Hackers Malware Viruses Security Bandwidth
  19. 19. Real Risks of avoiding Social Media • Web adoption lessons from 1998-2001 • Not meeting employee / patient expectations • Loss of visibility
  20. 20. Employee Expectations
  21. 21. Employee Expectations
  22. 22. Patient Expectations “You trust your staff with my life, but think they can’t handle Facebook?” “You cut off my support network when I needed it the most” Patient responses to UMMC blocking Social Media
  23. 23. Social Media Risk Management = Employee Management
  24. 24. Social Media Policy Basics  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
  25. 25. Staff Policies and Guidelines “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
  26. 26. 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
  27. 27. Social 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 Opportunities By Will Weider, CIO of Ministry Health Care
  28. 28. Education and Best Practices Require annual training for all staff Provide tools for managers Packaged presentations Videos FAQ’s Encourage discussion Acknowledge gray areas
  29. 29. Staff Education http://www.youtube.com/watch?v=44txjIgnOzU
  30. 30. Education and Best Practices
  31. 31. Monitoring
  32. 32. Opening Access at UMMC
  33. 33. Opening Access at UMMC Websense in place since 2004  Blocked Facebook  Most Blogging platforms  Broke many non-social media sites  Blocked patient education / professional resources
  34. 34. Opening Access at UMMC Why Change?  Patient Satisfaction – #1 Driver  Respect for Hospital Staff  Lessons learned from the first Web cycle  Opportunity to reach & build communities
  35. 35. 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
  36. 36. One Year Later… Opened access on January 1, 2011 !
  37. 37. Opening Access at UMMC Results  A “No Drama” launch  Decreased patient complaints  Increased employee awareness  Social media = business as usual
  38. 38. Open access = new services Examples from UMMC:  Patient support groups on Facebook  Department groups on Facebook  Fundraising
  39. 39. Patient Support Groups on Facebook  Liver Transplant  Digestive Diseases Launched in March 2011 Between 50 and 75 members each  Hepatitis C  Trauma Survivors
  40. 40. Patient Support Group
  41. 41.  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 Patient Support Groups on Facebook
  42. 42. Shock Trauma EMS Office
  43. 43. Dozer the Dog
  44. 44. Fundraising
  45. 45.  Huge media relations effort  New Fundraising Website  Video production  Facebook, Twitter, YouTube and Blogs  Monitoring  Hundreds of blog posts, tweets and shares  Local / national / international media coverage  Over 500,000 YouTube views  $30,000 raised from 700 donors The Sum: The Parts:
  46. 46. Resources: The Mayo Clinic Center for Social Media http://socialmedia.mayoclinic.org HIMSS White Paper Social Media in Healthcare: Privacy and Security Considerations http://hcsm.me/10QkEzS Bryan Vartabedian, MD - Pediatric Gastroenterologist at Texas Children's Hospital/Baylor College of Medicine http://33charts.com Price Waterhouse Coopers Social Media “Likes” Healthcare http://hcsm.me/pwchealth
  47. 47. Thank You Ed Bennett Director, Web & Communications Technology University of Maryland Medical System 410-328-0771 ebennett@umm.edu / ed@ebennett.org umm.edu / ebennett.org Twitter: @edbennett www.ummsfoundation.org/dozer

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