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Social Media Compliance
for Healthcare Professionals


 Presented by:
 Asha Kamath,
 Joanna Wolfe
 &
 Srini Kolathur


                               1
Webinar Objectives

Understand social media security and
compliance challenges and how to effectively
use social media while complying with HIPAA
regulatory requirements.



  E-mail: info@ehr20.com


                                               2
Who are we …
EHR 2.0 Mission: To assist healthcare
organizations develop and implement
practices to secure IT systems and comply
with HIPAA/HITECH regulations.
 Education(Training, Webinar & Workshops)

 Consulting Services

 Toolkit(Tools, Best Practices & Checklist)


Goal: To make compliance an enjoyable and painless
experience, while building capability and confidence.
Glossary
1.   PHI: Protected Health Information

2.   HIPAA: Health Insurance Portability and Accountability
     Act

3.   HITECH: Health Information Technology for Economic
     and Clinical Health Act

4.   HIE: Health Information Exchange

5.   RSS: Real Simple Syndication

6.   HHS, OCR and SAG                                         4
Trends in Healthcare IT


        Informatics   Collaboration




         Mobile           EHR
        Computing         HIE

                                      5
US Hospitals on Social Media


    1,300+ Hospitals
                                     6000 + Hospitals
    575 YouTube Channels
    1068 Facebook pages
    814 Twitter Accounts
                                     1300+ Hospitals
    566 LinkedIn Accounts
    946 Four Square
    149 Blogs

                                                        6
    Ref: http://ebennett.org/hsnl/
Handheld Usage in Healthcare

• 25% usage with providers

• Another 21% expected to use

• 38% physicians use medical
  apps

• 70% think it is a high priority

• 1/3 use hand-held for accessing EMR/EHR
                                            7

compTIA 2011 Survey
EMR and EHR systems




                      8
Health Information Exchange (HIE)




                                    9
What is social media?

                                      Network
User-created video,
audio, text or
multimedia that are   Publish                        Microblog

published and
shared in a social
environment, such as a
blog, podcast, forum,         Share             Discuss
wiki or video hosting
site.
Any technology that lets people publish,                  10

converse and share content online.
What does Social Media Mean in
Healthcare?
Online
technologies and                        Consumers

practices that
healthcare            Regulators
                                                           Health
                                                          Coaches
professionals and                       Wellness
                                     Disease Mgmt.
patients use to                       Clinical Trial
share opinions,                       Recruitment
                                          PHR
insights,           Nurses              Training                Physicians
experiences, and                   Treatment & Much
                                          more
perspectives with
each other                      Clinical        Allied health
                             Investigators          pros.
                                                                        11
Benefits to Patients

    Allows patients to share information, personal
     experiences, and to socialize.
     Examples: Revolution Health, Organized
     Wisdom, and Patients Like Me.
    Allows increased connection with other people
     suffering from the same illness or condition
    Empowers patients to take control of health
     care decisions

                                                  12
Benefits to Healthcare Providers

   Instantaneous communication to entire class
    of patients in emergency situations, such as a
    drug recall or preventing scams
   To attract new clients and patients
   Improved results because of better informed
    patients
   Increased productivity due to patient
    knowledge
   More patient/provider interaction
                                                 13
Learn from other providers

   Live procedures

   Train medical personnel

   Reach main stream media

   Communicate during crises

   Accurate information to patients

                                       14
Your Job is Important …
 Five California nurses were terminated after it
 was discovered that they were discussing
 patient cases on Facebook. The situation
 was investigated for weeks by both the
 nurses' employer, Tri City Medical Center in
 San Diego, and the California Department of
 Health before the nurses were fired for
 allegedly violating privacy laws.

                                               15
Your Job is Important Cont.
     A Minnesota nursing home employee was
    fired after rumors spread that she had posted
    photos of herself with nude patients on her
    Facebook page. Though no nude pictures
    were found, the employee did have pictures
    of herself with clothed patients, which
    violated the home's privacy policy and led to
    her termination.

                                                16
The American Recovery and
Reinvestment Act of 2009 and HITECH




                                      17
HITECH Modifications to HIPAA
   Creating incentives for developing a meaningful use of
    electronic health records
   Changing the liability and responsibilities of Business
    Associates
   Redefining what a breach is
   Creating stricter notification standards
   Tightening enforcement
   Raising the penalties for a violation
   Creating new code and transaction sets (HIPAA 5010,
    ICD10)


                                                          18
Why do you need to care about social
media compliance?

   Federal Mandate

   Penalties(CMP) for non-compliance

   Reputation risk

   Business risk

   Pervasive social media
                                        19
HIPAA Titles - Overview




                          20
HIPAA Security Rule




                      21
Information Security Model

                   Confidentiality
                   Limiting information access and
                   disclosure to authorized users (the right
                   people)

                   Integrity
                   Trustworthiness of information
                   resources (no inappropriate changes)

                   Availability
                   Availability of information resources (at
                   the right time)

                                                        22
PHI


         Health
      Information



      Individually
      Identifiable
         Health
      Information




          PHI



                     23
ePHI – 18 Elements
                 Elements                                             Examples
Name                                           Max Bialystock
                                                1355 Seasonal Lane
Address                                         (all geographic subdivisions smaller than state,
                                               including street address, city, county, or ZIP code)
Dates related to an individual                 Birth, death, admission, discharge
                                               212 555 1234, home, office, mobile etc.,
Telephone numbers
                                               212 555 1234
Fax number
Email address                                  LeonT@Hotmail.com, personal, official
Social Security number                         239-68-9807
Medical record number                          189-88876
Health plan beneficiary number                 123-ir-2222-98
Account number                                 333389
Certificate/license number                     3908763 NY
Any vehicle or other device serial number      SZV4016
Device identifiers or serial numbers           Unique Medical Devices
Web URL                                        www.rickymartin.com
Internet Protocol (IP) address numbers         19.180.240.15
Finger or voice prints                          finger.jpg
Photographic images                             mypicture.jpg
Any other characteristic that could uniquely                                                          24
identify the individual
Violations
What is a HIPAA violation on social media?
 Disclosures made on social media
 concerning a patient’s PHI without that
 patient’s authorization is considered a HIPAA
 violation.




                                             25
Scenarios

   A patient attempts to “friend” an attending
    physician on Facebook …
   A nurse posts pictures of a baby who was just
    discharged from her service, expressing joy,
    best wishes to the family, and congratulating
    everyone involved in this excellent patient
    outcome …
   A lab technician blogs that the laboratory
    equipment he is using should have been
    replaced years ago and is unreliable …
                                                    26
Compliance Best Practices

   Social media do’s and don’ts filter(checklist)
   Strong social media policy and guidelines
   Training employees on how to safely use
    social media and comply with HIPAA
   Web content filtering(Technology solutions)
   Social media monitoring



                                                     27
Top 5 Recommendations

1.   Be cognizant of patient privacy, confidentiality
     and individually identifiable information
2.   Do not discuss patient’s conditions
3.   Provide broader perspective on issues at hand
4.   Share information that promotes quality health
     care and up-to-date medical information
5.   Everything said online can be found and is
     available forever

                                                        28
Suggested Tweeters to Follow
 New England Journal of Medicine @NJME
 Journal of the American Medical Association @JAMA

 American Academy of Family Physicians @AAFP

 National Institutes of Health @NIHforHealth

 enters for Disease Control @CDCgov

(Among many, many others including individual medical
  specialty organizations and journals)




                                                        29
Where do you start?

Identify Social Media Objectives &
Strategy

   Develop a Social Media Program
   -Training, policies, pilot

       Improve Quality of Care
       - Converse, Listen, Comply, Engage
       and Share

           Assess and Improve
            - Monitor, Evaluate and adjust   30
Key Takeaways

   Don’t allow HIPAA anxiety to keep you from
    embracing social media
   Limit liabilities with clear policies and procedures
   Social media compliance challenges are due to
    lack of training
   Monitor your social media platforms
   Social media will become more pervasive


                                                       31
References
   Mayo Clinic

   AMA Social Media Policy

   Mount Sinai Medical Center SM Policy

   WU School of Medicine

                                           32
   FDA Guidelines on SM
Next Steps
   Training Package
       Sample social media compliance polices
       Best practices checklist
       4-hour training
        ehr20.com/services

   Next Live Webinars:
     Meaningful Use Security Risk Analysis (4/18/2012)

     Business Associate Assessment (4/25/2012)



    Sign-up at ehr20.com/webinars                         33
Questions?
E-mail: info@ehr20.com
  Call: 802-448-2255
                         34
Thank you!!


              35

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Social Media Compliance for Healthcare Professionals

  • 1. Social Media Compliance for Healthcare Professionals Presented by: Asha Kamath, Joanna Wolfe & Srini Kolathur 1
  • 2. Webinar Objectives Understand social media security and compliance challenges and how to effectively use social media while complying with HIPAA regulatory requirements. E-mail: info@ehr20.com 2
  • 3. Who are we … EHR 2.0 Mission: To assist healthcare organizations develop and implement practices to secure IT systems and comply with HIPAA/HITECH regulations.  Education(Training, Webinar & Workshops)  Consulting Services  Toolkit(Tools, Best Practices & Checklist) Goal: To make compliance an enjoyable and painless experience, while building capability and confidence.
  • 4. Glossary 1. PHI: Protected Health Information 2. HIPAA: Health Insurance Portability and Accountability Act 3. HITECH: Health Information Technology for Economic and Clinical Health Act 4. HIE: Health Information Exchange 5. RSS: Real Simple Syndication 6. HHS, OCR and SAG 4
  • 5. Trends in Healthcare IT Informatics Collaboration Mobile EHR Computing HIE 5
  • 6. US Hospitals on Social Media  1,300+ Hospitals 6000 + Hospitals  575 YouTube Channels  1068 Facebook pages  814 Twitter Accounts 1300+ Hospitals  566 LinkedIn Accounts  946 Four Square  149 Blogs 6 Ref: http://ebennett.org/hsnl/
  • 7. Handheld Usage in Healthcare • 25% usage with providers • Another 21% expected to use • 38% physicians use medical apps • 70% think it is a high priority • 1/3 use hand-held for accessing EMR/EHR 7 compTIA 2011 Survey
  • 8. EMR and EHR systems 8
  • 10. What is social media? Network User-created video, audio, text or multimedia that are Publish Microblog published and shared in a social environment, such as a blog, podcast, forum, Share Discuss wiki or video hosting site. Any technology that lets people publish, 10 converse and share content online.
  • 11. What does Social Media Mean in Healthcare? Online technologies and Consumers practices that healthcare Regulators Health Coaches professionals and Wellness Disease Mgmt. patients use to Clinical Trial share opinions, Recruitment PHR insights, Nurses Training Physicians experiences, and Treatment & Much more perspectives with each other Clinical Allied health Investigators pros. 11
  • 12. Benefits to Patients  Allows patients to share information, personal experiences, and to socialize. Examples: Revolution Health, Organized Wisdom, and Patients Like Me.  Allows increased connection with other people suffering from the same illness or condition  Empowers patients to take control of health care decisions 12
  • 13. Benefits to Healthcare Providers  Instantaneous communication to entire class of patients in emergency situations, such as a drug recall or preventing scams  To attract new clients and patients  Improved results because of better informed patients  Increased productivity due to patient knowledge  More patient/provider interaction 13
  • 14. Learn from other providers  Live procedures  Train medical personnel  Reach main stream media  Communicate during crises  Accurate information to patients 14
  • 15. Your Job is Important … Five California nurses were terminated after it was discovered that they were discussing patient cases on Facebook. The situation was investigated for weeks by both the nurses' employer, Tri City Medical Center in San Diego, and the California Department of Health before the nurses were fired for allegedly violating privacy laws. 15
  • 16. Your Job is Important Cont.  A Minnesota nursing home employee was fired after rumors spread that she had posted photos of herself with nude patients on her Facebook page. Though no nude pictures were found, the employee did have pictures of herself with clothed patients, which violated the home's privacy policy and led to her termination. 16
  • 17. The American Recovery and Reinvestment Act of 2009 and HITECH 17
  • 18. HITECH Modifications to HIPAA  Creating incentives for developing a meaningful use of electronic health records  Changing the liability and responsibilities of Business Associates  Redefining what a breach is  Creating stricter notification standards  Tightening enforcement  Raising the penalties for a violation  Creating new code and transaction sets (HIPAA 5010, ICD10) 18
  • 19. Why do you need to care about social media compliance?  Federal Mandate  Penalties(CMP) for non-compliance  Reputation risk  Business risk  Pervasive social media 19
  • 20. HIPAA Titles - Overview 20
  • 22. Information Security Model Confidentiality Limiting information access and disclosure to authorized users (the right people) Integrity Trustworthiness of information resources (no inappropriate changes) Availability Availability of information resources (at the right time) 22
  • 23. PHI Health Information Individually Identifiable Health Information PHI 23
  • 24. ePHI – 18 Elements Elements Examples Name Max Bialystock 1355 Seasonal Lane Address (all geographic subdivisions smaller than state, including street address, city, county, or ZIP code) Dates related to an individual Birth, death, admission, discharge 212 555 1234, home, office, mobile etc., Telephone numbers 212 555 1234 Fax number Email address LeonT@Hotmail.com, personal, official Social Security number 239-68-9807 Medical record number 189-88876 Health plan beneficiary number 123-ir-2222-98 Account number 333389 Certificate/license number 3908763 NY Any vehicle or other device serial number SZV4016 Device identifiers or serial numbers Unique Medical Devices Web URL www.rickymartin.com Internet Protocol (IP) address numbers 19.180.240.15 Finger or voice prints finger.jpg Photographic images mypicture.jpg Any other characteristic that could uniquely 24 identify the individual
  • 25. Violations What is a HIPAA violation on social media? Disclosures made on social media concerning a patient’s PHI without that patient’s authorization is considered a HIPAA violation. 25
  • 26. Scenarios  A patient attempts to “friend” an attending physician on Facebook …  A nurse posts pictures of a baby who was just discharged from her service, expressing joy, best wishes to the family, and congratulating everyone involved in this excellent patient outcome …  A lab technician blogs that the laboratory equipment he is using should have been replaced years ago and is unreliable … 26
  • 27. Compliance Best Practices  Social media do’s and don’ts filter(checklist)  Strong social media policy and guidelines  Training employees on how to safely use social media and comply with HIPAA  Web content filtering(Technology solutions)  Social media monitoring 27
  • 28. Top 5 Recommendations 1. Be cognizant of patient privacy, confidentiality and individually identifiable information 2. Do not discuss patient’s conditions 3. Provide broader perspective on issues at hand 4. Share information that promotes quality health care and up-to-date medical information 5. Everything said online can be found and is available forever 28
  • 29. Suggested Tweeters to Follow  New England Journal of Medicine @NJME  Journal of the American Medical Association @JAMA  American Academy of Family Physicians @AAFP  National Institutes of Health @NIHforHealth  enters for Disease Control @CDCgov (Among many, many others including individual medical specialty organizations and journals) 29
  • 30. Where do you start? Identify Social Media Objectives & Strategy Develop a Social Media Program -Training, policies, pilot Improve Quality of Care - Converse, Listen, Comply, Engage and Share Assess and Improve - Monitor, Evaluate and adjust 30
  • 31. Key Takeaways  Don’t allow HIPAA anxiety to keep you from embracing social media  Limit liabilities with clear policies and procedures  Social media compliance challenges are due to lack of training  Monitor your social media platforms  Social media will become more pervasive 31
  • 32. References  Mayo Clinic  AMA Social Media Policy  Mount Sinai Medical Center SM Policy  WU School of Medicine 32  FDA Guidelines on SM
  • 33. Next Steps  Training Package  Sample social media compliance polices  Best practices checklist  4-hour training ehr20.com/services  Next Live Webinars:  Meaningful Use Security Risk Analysis (4/18/2012)  Business Associate Assessment (4/25/2012) Sign-up at ehr20.com/webinars 33
  • 34. Questions? E-mail: info@ehr20.com Call: 802-448-2255 34