1. HIPAA & Social Media:
What you need to know
Brian Geyser, APRN-BC, MSN
3. The Game Has
Changed
More people online
More surface area
More touch points
More opportunity
Need to seize opportunity, deliver brand promise consistently and
coherently across all touch points, and mitigate risk
4. 86% of U.S FG100 Companies
use at least one SM platform
17. Key Questions
If patients and family members are posting testimonials and sharing
stories on a competitors Facebook Page but you don't even have a
Facebook Page, what does that say about you?
If people can leave comments, share ideas, and interact on other
providers's on their websites but they can't do it on yours, what does that
say?
If family, referral sources, and patients can freely post content to a
competitor's Facebook Page but they can't on yours, what does that say?
If your competitors are demonstrating their expertise by posting videos,
articles, and helpful tips but you are not, what does that say?
18. What are YOU
afraid of?
1. Loss of control
2. Privacy & confidentiality
3. Potential for bad comments
4. Budget constraints
5. Employee productivity
20. What Can Social
Do For Us?
Marketing/brand awareness
Lead generation
Public relations
Loyalty building
Communications
Customer support
Recruitment
Networking
21. What else?
Super
Increase website traffic
Boost natural search rankings
Help monitor competitors
Optimize customer service
Establish company as a leader
42. 1. Use privacy settings to safeguard personal information
and content to the fullest extent possible.
2. Monitor your internet presence to ensure that the
personal and professional information, and content
posted about you by others, is accurate and appropriate;
3. Maintain appropriate boundaries of the patient-
physician relationship when interacting with patients
online and ensure patient privacy and confidentiality is
maintained;
4. Separate personal and professional content online;
and
5. Recognize that actions online and content posted can
negatively affect your reputation and may even have
consequences for your medical career.
43. Team
Moderation
Policies
Monitoring
Strategy
Tools Training
44. TEAM Executives
Communications Marketing
PR
Legal
Doctors
Nurses
Consultants
51. 7 Best Tools for Health Care
1. Facebook
2. Blog
3. YouTube
4. Twitter
5. Online Community
6. Linkedin
7. Email marketing
52. 8
Success Criteria for
Facebook Page
Engagement
1 Set community expectations
2 Provide cohesive branding
3 Be up to date
4 Be authentic
5 Participate in dialog
6 Enable peer-to-peer interactions
7 Foster advocacy
8 Solicit a call-to-action
54. Q: If I'm a provider,
should I friend my
patients on
Facebook?
A: it depends
55. Q: Can we remove posts
or comments?
A: YES. Respond, delete, or leave
as is, but NEVER EDIT
56. Q: Are we liable for postings on non-
employee forums we host or own?
A: No. Section 230 of the Communications Decency
Act protects you as a sponsor of an online forum. "A
healthcare provider cannot be held liable for postings made by
other parties just because it owns or sponsors the forum.”
HIPAA makes an “absolute distinction” between the
hospital’s workforce (a term defined in the regulations) and
everybody else. Organizations are responsible for the actions
of their workforce, but not for the rest of the world.
57. Q: Are we liable for postings by a
patient's friends or family?
A: No. The Department of Health and Human Services’ Office
of Civil Rights says, "Entities subject to the HIPAA Privacy and
Security Rules are covered entities: health plans, healthcare
providers, and healthcare clearinghouses. Generally speaking,
a covered entity would not be responsible for the actions by a
patient’s friends or family."
58. Q: What if we invite people to post
stuff. Are we liable then?
A: If you invite illegal activity then you assume liability. If you
want to invite new moms to post baby photos or ask weight
loss program participants to track their results in a support
group forum, then make sure you have a terms of use policy
where they are voluntarily giving you permission to publish that
information.”
59. Q: What if patients post photos they
have taken in the hospital on social
sites?
A: Post signs stating that picture taking is not permitted. That
way, if a visitor ignores the rules, takes a picture and posts it
online, the hospital can at least demonstrate that it was
exercising reasonable measures to protect patient privacy.