Social at the Sun

HIPAA Privacy Issues and the Use of Social Media in

the Healthcare Environment

Monday, May 2, 20113:00-3:45 pm

Who we are and why are we here?

• Matt Cyr – Director of Patient Communications• Ryan Paul – Social Media Specialist• Children’s doing social media since 2008• Significant experience with HIPAA, compliance

and legal issues of patient communications

Why is Children’s doing it?

• Open up two-way communication• Position us as a leader in pedi health info• Build online brand and reputation, which

contributes to brick and mortar reputation• Augment and enhance website activities• Respond in real-time to service issues,

complaints and opportunities• Spread awareness of our services; drive

volume

Social Media at Children’s• Blogs

– Thrive: pediatric health– Vector: science and innovation

• YouTube– 17,500 views per month– 1,000 videos; 375 subscribers

• Twitter– 15 feeds– Approx. 14,000 total followers

• Facebook– 19 pages– 575,000 fans; biggest hospital page in the world

Complete listing at chbos.org/socialmedia

HIPAA in the social media age

1. Blogs2. YouTube3. Twitter4. Facebook

Blogging• Platform to share timely,

relevant news and info• Real-time feedback on

content• Control messaging• SEO benefits• Push expertise; build brand• Near-total control

Children’s on YouTube• Patient stories, clinical

info and calls to action• #2 search engine in the

world• Video brings your

organization to life like no other medium

• Significant control

Children’s on Twitter• Real-time communication• Connect and converse• Push out our content• Personal touch; easy to

build relationships• Cheap and easy to

maintain• Significant control

Children’s on Facebook• Our posts viewed approx. 100 million

times• Everyone’s there; it’s part of everyday

life• Very easy to share and interact• Great, cost-effective way to push out

content• Breaks down walls and opens doors• Less control

Concerns in social media

• Negative comments• Libel/defamation• Employee activity• HIPAA violations• Medical advice• Misinformation• Losing control• Personal vs. Professional• Your privacy settings

HIPAA Violations

Social Media Policies

• External: (childrenshospital.org/socialmedia)– Disclaimer: patient-friendly language– Terms of Use: legal language– Patient & Family Materials

• Internal– HR Social Networking Policy

External Policies

• Anything posted should not be considered medical advice

• We may remove content, but aren’t obligated to do so

• Postings on the page have the potential to be viewed by anyone, forever

Internal Policies

• Helps employees understand correct use – and the consequences of inappropriate behavior

• Can be extension of current guidelines– Electronic communications– Standards of Conduct policy

• Educate employees to use technology wisely to make the right decisions

Internal Policies• Decline friend requests from coworkers or

patient families (sample language included)• Communicate via secure messaging• Do not post PHI or proprietary information on

personal pages• Do not set up unapproved platforms• Although sites are not blocked, do not use

social media for personal purposes during work hours (management vs. technology)

Sticky issues

• The overwhelming majority of interactions, comments, questions and discussions are positive.

• But put systems in place to deal with them when they’re not– Service recovery opportunity– We work closely with Patient Relations and

individual departments

Red flags: Examples

Red flags: Examples

At our best

At our best

What we’d ask of you

• Give us a chance to prove ourselves• The vast (vast) majority of interactions are

positive; don’t be overly worried about the bad stuff

• Help the communicators in your organization address HIPAA and privacy challenges of social media; they’re looking for help