Hospitals, Social Media and Compliance
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Transcript of Hospitals, Social Media and Compliance
http://ebennett.org/aamc
Hospitals, Social Media and Compliance
Ed BennettUniversity of Maryland Medical System
AAMC Compliance MeetingWashington, DC | June, 2012
http://ebennett.org/aamc
Outline
My Background
Social Media Cannot be Ignored
Physician Examples
Opening Access at UMMC
Your Social Media Program
Page 3
My Background
Pre-1980 Juggler & Street Performer
Core Web Management Skills
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My Background
Pre-1980 Juggler & Street Performer
1980 - 1994 Microfilm Technician, Software Trainer
http://www.flickr.com/photos/zigazou76/6310027720/
http://ebennett.org/aamcPage 5
My Background
Pre-1980 Juggler & Street Performer
1980 - 1994 Microfilm Technician, Software Trainer
1994 - 1999Web Entrepreneur
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My Background
1999 - NowUniversity of Maryland Medical System
All Things Web
Technical Infrastructure
Content Development
Application Development
Web Marketing Strategy
Analytics / Mobile / SEO / Video
Social Media
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Social Media Cannot Be Ignored
Patients Expect More Than We deliver
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Social Media Cannot Be Ignored
Patients Expect More
When it comes to Social Media:
• They trust healthcare providers
• They are influenced by our messages
• They want us to respond
• They want support afterwards
Price Waterhouse Coopers Health Research Institute Report
National Consumer Survey and Industry ReviewApril, 2012
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Consumers are more likely to share information from and with healthcare providers
Doctor HospitalHealth Insurer Drug Company
Source: PwC HRI Social Media Consumer Survey, 2012
N = 1,060
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Consumers value information and services that make healthcare easier to manage
Source: PwC HRI Social Media Consumer Survey, 2012
N = 1,060
Percentage of respondents finding value in services offered by healthcare providers in social media
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54% of patients are comfortable with their doctor going to online physician communities for advice related to their care
Source: PwC HRI Social Media Consumer Survey, 2012
N = 1,060
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Social Media Cannot Be Ignored
Our Employees Expect Reasonable Policies
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Employee Trust and Loyalty
“We can trust our employees with patients and administering medication, but we can’t trust them with Facebook?”
- Dr. Farris Timimi,Medical Director for the Mayo Clinic Center for Social Media
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Employee Productivity:
Primary Reasons for Visiting Professional Online Networks(Facebook, Twitter, LinkedIn, YouTube):
• Access to thought leadership• Showcase myself or company• Keep track of peers/colleagues• Brand tracking/management• Research business decisions• Improve reliability of information• Inform the development of strategy• Increase speed of collaboration with customers & employees• Accelerate decision-making processes through peer input• Reduce travel costs
- Society for New Communications Research study
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By the way, they have access anyway…
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Some Doctors Active in Social Media
Bryan Vartabedian, MD - Pediatric Gastroenterologist at Texas Children's Hospital/Baylor College of Medicine33charts.com
Mark Ryan, MD - Family Medicine, Instructor at Virginia Commonwealth UniversityMCCSM External Advisor richmonddoc.tumblr.com
Wendy Sue Swanson, MD, FAAP - Pediatrics & Primary Care at Seattle Children's HospitalMCCSM External Advisor seattlemamadoc.seattlechildrens.org
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Ves Dimov, MDAssociate Professor at University of Chicagocasesblog.blogspot.com
Matt Katz, MD - Chief of Radiation Oncology, Saints Medical Center. Communications Chair of the American Society of Radiation Oncology. MCCSM External Advisor twitter.com/subatomicdoc
Howard Luks, MD - Associate Professor of Orthopedic Surgery at New York Medical College. Section Chief, Sports Medicine, Westchester Medical Center MCCSM External Advisor howardluksmd.com
Some Doctors Active in Social Media
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Opening Access at UMMC
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http://ebennett.org/aamc
Opening Access at UMMC
Websense in place since 2004
Blocked Facebook
Most Blogging platforms
Broke many non-social media sites
Blocked patient education / professional resources
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Opening Access at UMMC
Why Change?
Patient Satisfaction – #1 Driver
Respect for Hospital Staff
Lessons learned from the first Web cycle
Opportunity to reach & build communities
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Opening Access at UMMC
The Process – all of 2010
Driven by our CEO
Lots of meetings and memos with
Legal / Compliance / IT / HR
Clinical Leadership
Policies and staff guidelines
Education and training
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One Year Later…
Opened access on January 1, 2011 !
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Opening Access at UMMC
Results
A “No Drama” launch
Decreased patient complaints
Increased employee awareness
Social media = business as usual
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Opening Access at UMMC
Key factors to our success:
Decision made by senior hospital leadership, not IT (or HR)
Did a risk / benefit calculation, but used honest math
Staff training and accountability put in place
Involved all parties – HR, Legal, IT, Medical Staff
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Open access brought new services
Patient Support Groups on Facebook
Liver Transplant
Digestive Diseases
Launched in March 2011
Between 25 and 50 members each
Hepatitis C
Trauma Survivors
Outgrowth of traditional IRL groups
Managed by the same group leader
Mix of Closed & Secret Groups
Posts are private to the group
Set up & sanctioned by the
UMMC Communications Department
Patient Support Groups on Facebook
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Your Social Media Program
Staff Policies and Guidelines
Education and Best Practices
Monitoring
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Staff Policies and Guidelines
“Breaching patient confidentiality has less to do with social media or the internet and more to do with our standards.”
Will Weider, VP and CIOMinistry Health Care & Affinity Health Systems
“No hospital has been sued for HIPAA violations on social media. Some employees have been in violation but all issues have been resolved through HR means.”
David Harlow, JD MPH
Principal, The Harlow Group
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Policy Fundamentals
Social Media sites are not HIPAA controlled services
But staff must follow existing rules: Patient Privacy HIPAA Behavior Standards
Official policies and procedures limit liability
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A 12-Word Social Media Policy
Don’t Lie, Don’t Pry
Don’t Cheat, Can’t Delete
Don’t Steal, Don’t Reveal
Farris Timimi, M.D.Medical Director
Mayo Clinic Center for Social Media
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Somewhat Longer Policies:
Ministry Health CareSocial Media Policy and Employee Guidance
First and Foremost, Respect the Privacy of our Patients
Live the Ministry Promise and Values When Online
Be a Productive, High-Performing Workforce Member
Realize That Social Media Posts are NOT Private
Don’t Jeopardize Your Reputation and/or Future Employment Opportunities
By Will Weider, CIO of Ministry Health Care
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A comprehensive, seven page social networking and communications policy.
Somewhat Longer Policies:
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Education and Best Practices
Required annual training for all staff
Provide tools for managersPackaged presentations
Videos
FAQ’s
Encourage discussion
Acknowledge grey areas
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Education and Best Practices
http://www.youtube.com/watch?v=44txjIgnOzU
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Education and Best Practices
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Monitoring
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Questions and Discussion
This presentation and links to associated resources can be found at:
http://ebennett.org/aamc
Thank You
Ed Bennett
Director Web & Communications TechnologyUniversity of Maryland Medical Center
[email protected] / [email protected] umm.edu / ebennett.orgTwitter: @edbennett
www.ummsfoundation.org/dozer