Creating a social media policy for the Philippine Academy of Ophthalmology was presented at the Asia-Pacifice Bioethics Network (APBEN) Congress 2023 Manila, held at the Henry Sy Auditorium, St. Luke's Global City, Taguig, MetroManila, Philippines, June 2023

1. Creating a
Social Media Policy for
the Philippine Academy of
Ophthalmology
FPPT.com
Alvina Pauline D. Santiago, MD
Sherman Valero, MD
Carlos G. Naval, MD, MBA
PHILIPPINES

3. Financial Disclosure
Lecturer for STADA Philippines (Naabak, Hyabak)

4. Outline
Birth of PAO Social Media Policy
PAO Social Media Summit
How we should behave
How we should NOT behave
Harnessing Social Media

5. Objectives
Enumerate events that may shape the creation of a social media policy for an organization
Discuss a process for creating a social media policy.
State how the PAO members were admonished how to behave on Social Media
State how the PAO members were admonished how NOT to behave on Social Media
Harness social media for education, expert opinion, professional purposes

6. Birth of PAO Social Media Policy

7. Birth of the PAO Social Media Policy
• PAO Council 2018-2019
• Ethics Committee Chair
– PAO Code of Ethics for Physicians
Practicing Ophthalmology in the
Philippines and IRG
– PAO Code of Professional Conduct
– PMA Code of Ethics 2008

8. Social Media
and Medical
Professionalism
https://healthxph.net/

9. • https://employmentrightsireland.com/wp-content/uploads/2015/11/social-media-policy.jpg

10. The PAO Social Media Summit
2019

11. Composition
• Not Council
• Not Ethics Committee
• Nominated by Subspec Societies,
Training Institutions, Chapter
Societies
• 7 Consultants of Training Institutions
• 5 Residents in Training
• 4 Representatives of Chapter
Societies
Non-PAO Members (n=10)
• 4 non-ophtha MD
• MD-JD
• PhD/IT Professor
• Medical Student: MD PhD
• Priest/Ethicist/ex med student
• ICT Director/ ex med student
• Marketing IT
PAO Members (n=16)

12. Process: 12 Scenarios
1. Advertising in SocMed
2. Doctor bashers
3. Proclaiming professional
events and milestones
4. Patient Bashers
5. Posting on SocMed
6. Reposting releases from
other media or channels
7. Doctors complaining on SocMed
8. Consultations through SocMed
9. Friend requests from patients
10. Announcements by hospitals
and facilities
11. Tagged on Social Media
12. EyeMD postings

13. Process
6 groups
(N=26/6 or
about 4-5 PAX
per group)
12 Scenarios:
2 per group
Present
Policies in
Plenary
Plenary Vote
75% included
50% Revote
< 50% Not
included

15. How We Should Behave
in Social Media

16. PAO Policy on Social Media
Practice,
Affiliation,
Research
Grievance
and
Complaints
Connecting
with Patients
Posting and
Commenting
Tagging of
Doctors
Socmed logos from www.sendible.com

17. PAO Policy on Social Media
Practice,
Affiliation,
Research
Grievance
and
Complaints
Connecting
with Patients
Posting and
Commenting
Tagging of
Doctors
Socmed logos from www.sendible.com

18. On posting about practice,
affiliation, research
https://www.chesapeakeeyecare.com/uploads/CEC-Welcome-Dr-Chang-Social-Post.png

19. PMA Code of Ethics. Article III.
Duties … to Community
•Section 4. A physician shall not employ agents in the solicitation and
recruitment of patients. For the promotion of medical practice, a physician
may use professional cards, classified advertising, publications, internet,
directories and signboards. Signboards shall not exceed one by two (1x2)
meters in size. Except in internet web sites, only the name of the physician,
field of specialty, office hours or office or residential addresses may appear.
The act of the physician in publishing his or her personal superiority, special
certificates or diplomas, post graduate training, specific methods of
treatment, operative techniques or former connections with hospitals or
clinics is not allowed. However, these matters may be placed by a physician
within the confines of his clinic or residence. For internet web sites,
recognizing the right of a patient to know the capabilities and qualifications
of his doctor, special certificates or diplomas, post graduate training and
former connections with hospitals or clinics may be posted.

20. PMA Code of Ethics

21. On posting about practice,
affiliation, research

22. On posting about practice,
affiliation, research
https://oculusresearch.com/presbyopia

23. On posting about practice,
affiliation, research
https://assets.secure.ownlocal.com/img/uploads/9926701/large_images.jpg?1552382341

24. On posting about practice,
affiliation, research
https://i.pinimg.com/originals/cf/ac/ea/cfaceacbe8d35d775cb54
b18b20d7f28.jpg

25. PAO Policy on Social Media
Practice,
Affiliation,
Research
Grievance
and
Complaints
Connecting
with Patients
Posting and
Commenting
Tagging of
Doctors
Socmed logos from www.sendible.com

26. On posting
and commenting online
Do not engage!

27. On posting
and commenting online
55/M, farmer from Negros…

28. On posting
and commenting online
First Robotic Eye Surgery In Man
http://en.koreaportal.com/

29. On posting
and commenting online
https://www.thesun.ie/news/world-news/6201453/sexist-do
ctor-alive-blasted-for-partying-without-mask/
'HOT doctor' Mikhail Varshavski has
landed himself in hot water - after
flouting his own advice to party with
bikini-clad women without wearing a
mask.
The YouTube star, known as Dr Mike, has
previously stressed to his legions of
followers the importance of wearing a
mask to limit the spread of Covid-19.

30. On posting
and commenting online
https://onlinelibrary.wiley.com/cms/asset/90beeae9-9591-4a
7d-adcb-8c1fe6d0c2e9/add14151-fig-0002-m.jpg

31. On posting
and commenting online
• https://youtu.be/S5hG9luiioo

32. On posting
and commenting online
• “I am a paid consultant by ABCD Company.”
• “I am the recipient of a grant by XYZ.”

33. PAO Policy on Social Media
Practice,
Affiliation,
Research
Grievance
and
Complaints
Connecting
with Patients
Posting and
Commenting
Tagging of
Doctors
Socmed logos from www.sendible.com

34. Grievance and Complaints

35. Grievance and Complaints

36. PAO Policy on Social Media
Practice,
Affiliation,
Research
Grievance
and
Complaints
Connecting
with Patients
Posting and
Commenting
Tagging of
Doctors
Socmed logos from www.sendible.com

38. How We Should Not Behave
In Social Media

39. Hypothetical Case
(any similarity to real life situations not intended)
• I had my FLACS
procedure done and can
see better that I ever did
at the DOC P Eye Center.
• Come see me so you can
reach the same level of
vision
Solicitation
Advertising
Conflict of interest
Endorsement of a procedure

40. “SHOCKING video
footage shows the
moment doctors held a
New Year's party in
surgery while a woman
screams in agony as she
gives birth.”
https://www.thesun.co.uk/news/8104167/do
ctors-new-year-party-woman-labour-birth/

41. Patient Shaming
Doctor posted
Other MDs joined

43. https://www.snopes.com/fact-check/did-director-steven
-spielberg-die/
https://www.wikiobits.com/Obits/Steven_Spielberg

44. Harnessing Social Media

45. Harnessing social media
• Educate
• Promote [health] advocacies
• Network
• Marketing
• Practice Management Advice
• Refer patients or Consult
about patients (online opinion)

46. Harnessing social media
• Connect
• Casual talk
• Establish friendships
• Find a mate
• Digital Imprint
• Make your opinion or issues
known
• Search for a job

47. The “Professional” Social Media: Educate

49. The “Professional” Social Media

51. Dr. Kevin Pho
• social media’s leading physician
voice.”
• stories from all aspects of the
healthcare system.
• provides a space for doctors, nurses,
medical students, and policy experts
to share their insights and
experiences.
• publishes articles on everything from
physician suicide to electronic health
records to, of course, social media

52. The “Professional” Social Media
• Clinic Announcements and Appointments
– Name
– Specialty
– How to contact you or make an
appointment
– Scheduling

53. The “Professional” Social Media
• Online consults (?)
– Data Privacy Act
– Informed
• More “secure” platforms

54. The ”Professional” Social Media:
LinkedIn

55. PAO on Social Media

56. PAO on Social Media: Eye Care / Mat

57. PSPOS on Social Media

59. Bikol Bisaya

60. PAO on Social Media

61. PAO EyeMDs (Official Announcements)

62. PAO on Social Media

63. PAO Doctors

64. Conclusion
Digital footprint
Social media is public space
Uphold integrity of the Filipino EyeMD

65. https://www.healio.com/~/media/slack-news/fm_im/misc/infographics/2021/january/pc0121dizon_graphic_01.jpg?w=800

66. References
1. #HealthXPH. #HealthXPH Social Media Manifesto.
https://healthxph.net/manifesto/. Access May 26, 2012.
2. Philippine Academy of Ophthalmology. Summit Report of the Philippine
Academy of Ophthalmology Social Media Policy. 24 March 2019
3. Philippine Academy of Ophthalmology (2020). Philippine Academy of
Ophthalmology Members Handbook. https://pao.org.ph/auto-draft/.
Accessed May 26, 2012.
4. Republic Act 10173. Data Privacy Act of 2012.
https://privacy.gov.ph/data-privacy-act/#:~:text=%E2%80%93%20(a)%20T
he%20personal%20information,against%20any%20other%20unlawful%20
processing. Accessed May 26, 2012.

67. https://media.licdn.com/