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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/

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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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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

410-328-0771ebennett@umm.edu / ed@ebennett.org umm.edu / ebennett.orgTwitter: @edbennett

www.ummsfoundation.org/dozer