Social Media Trends, Best Practices and Compliance for Healthcare Professionals

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Social Media Trends, Best Practices and Compliancefor Healthcare Professionals By Janet Kennedy

Course "Social Media Trends, Best Practices and Compliance for Healthcare Professionals" has been pre-approved by RAPS as eligible for up to 12 credits towards a participant's RAC recertification upon full

October 16th & 17th, 2014

Miami, FL

November 20th & 21st, 2014

SFO, CA



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Agenda

Day One

Lecture 1: Review of major (Top 5) Social media platforms for healthcare.Pros/Cons for being present (high levelview) including benefits to providers, patients & community:

Facebook 1.19 billion users (10/30/13) Twitter 500 million LinkedIn 259 million Pinterest 70 million Google + 300 million Foursquare 40 million users/1.9 businesses YouTube 100 billion users, 400 billion users Yelp! 100 million

Lecture 2: Success Stories:

Mayo Clinic Rush University Medical Center (Chicago) Massachusetts General Hospital (Boston) Scott & White Healthcare (central Texas) Nebraska Medical Center (Omaha)

Lecture 3: Social Media Violations - The gray area A nurse who posted a patient's picture and chart on his Facebook page because he thought it was "funny" and

since it was "only Facebook," there was no real harm in it. A doctor who treated a patient over Twitter Emergency room personnel who posted pictures on the Internet of a man being treated for fatal knife wounds. A doctor who asked a patient on a date after seeing her profile on a dating website. A Rhode Island doctor was fired from the hospital and reprimanded by the Medical Board after she posted on her Facebook

page about a long day at work. She never referred to the patient's name but gave out enough details about the injuries toallow others to guess who it was.

Misconceptions about HIPAA information in social media:

1. Avoiding identifying information is not a violationIn 2010, five nurses were fired from a medical center in California for discussing patients on Facebook. The hospital claims noidentifying information, such a patient names or photos, were included in the posts, but chose to fire the employees anyway.In a similar situation, a nurse in Michigan was fired for an angry update on Facebook about an alleged cop-killer (unnamed inher post) who was a patient at her hospital. Due to the news coverage, the hospital felt that it was clear whom the nurse wasdiscussing.

2. Pictures at work are okay as long as they aren't of patientsFour nursing students in Kansas were expelled from their program for posting pictures of themselves with a human placentaon Facebook. The students contend they were informed their post would not be a violation of privacy, but were expelled fortheir "lack of professional behavior" anyway.It is also important to recognize often time more can be seen in a picture then a photographer intends. Even taking pictures offellow staff members in the hallway might inadvertently capture a patient's name on a door or walking down the hallway.

3. Public figures don't have the same protections An employee at a medical center in Mississippi resigned from her job due to a privacy violating tweet. The employeeresponded to a tweet from Governor Haley Barbour concerning trimming expenses from the budget with a remark regardingthe governor's private, after-hours appointment several years prior. Though the governor is a public figure, his medical history

is protected under HIPAA.





Agenda

Day Two

Lecture 4: Social Media Compliance Have a social media policy

Every policy is unique to the system. Can't cut & paste but you can follow the leaders as a starting point.

Remember that it's a two-way conversation. Have policy for responding to customer complaint/criticism

It's about managing the conversation, not controlling

Employees must be aware of and educated about the SM policy

Who "speaks for" the company

Clarify your policy on the "gray areas”

SM policy is a living document

A crisis will happen. Think through examples (as above) and plan your response.

Lecture 5: Best Practices

Have a social media policy

Have a social media strategy (aligns with overall marketing strategy)

Define social media tactics to use to achieve your goals

Don't enter every platform at once (but reserve your brand)

Become good at one or two platforms before adding other.

Be aware of the time commitment and expenses/skills needed for each platform (graphic design, photography, Video,

copy writing, sense of humor, common sense.)

Lecture 6: Takeaways

Have a social media policy Train ALL employees

Know why you are engaging and what you want to accomplish.

Listen and respond

Follow other systems (both competition and out of market)

Overview:

Having a social media strategy should be an integrated part of a healthcare marketing plan. Many questions arisewhen deciding how to best engage in social media, however. Social media platforms such as Twitter, Facebook,

and LinkedIn are increasingly being used by health care organizations to engage with patients and physicians, build

brands, and communicate information to the larger community.

But there are risks in using social media without an understanding of the differences in the platforms and the best

way to use them to communicate. Damage to the brand, exposing protected health information by violating HIPAA,

or potentially inviting lawsuits are just some of the ways poorly implemented social media can negatively impact

your company.



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Social Media Trends, Best Practices and Compliance for Healthcare Professionals