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HIPAA Preso to NE Health Info Mgmt Assoc


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HIPAA Preso to NE Health Info Mgmt Assoc

  1. 1. Social at the Sun<br />HIPAA Privacy Issues and the Use of Social Media in the Healthcare Environment<br />Monday, May 2, 2011<br />3:00-3:45 pm<br />
  2. 2. Who we are and why are we here?<br />Matt Cyr – Director of Patient Communications<br />Ryan Paul – Social Media Specialist<br />Children’s doing social media since 2008<br />Significant experience with HIPAA,compliance and legal issues of patient communications <br />
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  4. 4. Why is Children’s doing it?<br />Open up two-way communication<br />Position us as a leader in pedi health info<br />Build online brand and reputation, which contributes to brick and mortar reputation<br />Augment and enhance website activities<br />Respond in real-time to service issues, complaints and opportunities<br />Spread awareness of our services; drive volume<br />
  5. 5. Social Media at Children’s<br />Blogs<br />Thrive: pediatric health<br />Vector: science and innovation<br />YouTube<br />17,500 views per month<br />1,000 videos; 375 subscribers<br />Twitter<br />15 feeds<br />Approx. 14,000 total followers<br />Facebook<br />19 pages<br />575,000 fans; biggest hospital page in the world<br />Complete listing at<br />
  6. 6. HIPAA in the social media age <br />Blogs<br />YouTube<br />Twitter<br />Facebook<br />
  7. 7. Blogging<br />Platform to share timely, relevant news and info<br />Real-time feedback on content<br />Control messaging<br />SEO benefits<br />Push expertise; build brand<br />Near-total control<br />
  8. 8. Children’s on YouTube<br /><ul><li>Patient stories, clinical info and calls to action
  9. 9. #2 search engine in the world
  10. 10. Video brings your organization to life like no other medium
  11. 11. Significant control</li></li></ul><li>Children’s on Twitter<br />Real-time communication<br />Connect and converse<br />Push out our content<br />Personal touch; easy to build relationships<br />Cheap and easy to maintain<br />Significant control<br />
  12. 12. Children’s on Facebook<br />Our posts viewed approx. 100 million times<br />Everyone’s there; it’s part of everyday life<br />Very easy to share and interact<br />Great, cost-effective way to push out content<br />Breaks down walls and opens doors<br />Less control<br />
  13. 13. Concerns in social media<br />Negative comments<br />Libel/defamation<br />Employee activity<br />HIPAA violations<br />Medical advice<br />Misinformation<br />Losing control<br />Personal vs. Professional<br />Your privacy settings<br />
  14. 14. HIPAA Violations<br />
  15. 15. Social Media Policies<br />External: (<br />Disclaimer: patient-friendly language<br />Terms of Use: legal language<br />Patient & Family Materials<br />Internal<br />HR Social Networking Policy<br />
  16. 16. External Policies<br />Anything posted should not be considered medical advice<br />We may remove content, but aren’t obligated to do so<br />Postings on the page have the potential to be viewed by anyone, forever<br />
  17. 17. Internal Policies<br />Helps employees understand correct use – and the consequences of inappropriate behavior<br />Can be extension of current guidelines<br />Electronic communications<br />Standards of Conduct policy<br />Educateemployees to use technology wisely to make the right decisions<br />
  18. 18. Internal Policies<br />Decline friend requests from coworkers or patient families (sample language included)<br />Communicate via secure messaging<br />Do not post PHI or proprietary information on personal pages<br />Do not set up unapproved platforms<br />Although sites are not blocked, do not use social media for personal purposes during work hours (management vs. technology)<br />
  19. 19. Sticky issues<br />The overwhelming majority of interactions, comments, questions and discussions are positive.<br />But put systems in place to deal with them when they’re not<br />Service recovery opportunity<br />We work closely with Patient Relations and individual departments<br />
  20. 20. Red flags: Examples<br />
  21. 21. Red flags: Examples<br />
  22. 22. At our best<br />
  23. 23. At our best<br />
  24. 24. What we’d ask of you<br />Give us a chance to prove ourselves<br />The vast (vast) majority of interactions are positive; don’t be overly worried about the bad stuff<br />Help the communicators in your organization address HIPAA and privacy challenges of social media; they’re looking for help<br />