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Wednesday, June 8, 2011

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Social Media Policy

MILLICENT T. ONG, MDUniversity of Santo Tomas


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Social Media


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Social Media

• facilitate interactive information sharing


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Social Media


• support physiciansʼ personal expression


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Social Media



• enable individual physicians to have aprofessional presence online


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Social Media



• enable individual physicians to have aprofessional presence online

• foster camaraderie within the profession


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500,000,000 active users


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Philippines - 6th most active in Facebook


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Philippines - 6th most active in Facebook

3.5 M users become fans of Facebook pages daily


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It took radio 38 years to reach 50M users


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It took TV 14 years to reach 50M users


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It took the internet 4 years to reach 50M users


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It took iPod 3 years

to reach 50M users.


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It took Facebook 9 months to reach 50M users


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250,000,000 use Facebook on theirmobile phones


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250,000,000 use Facebook on theirmobile phones

1,200 Facebook

communities advocatefor cures for different

chronic illnesses


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• 72% of patientssearched the net before

or after a doctorʼs visit


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Philippine Hospitals in

Facebook • Cardinal Santos Medical Center

• Chinese General Hospital

• Philippine General Hospital

• St. Luke’s Medical Center

• The Medical City

• UST Hospital and more...


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Concerns


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Concerns

• You tweet your friend for referring apatient “Thanks for referring the fat

guy. He has ...”


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Concerns

• You tweet your friend for referring apatient “Thanks for referring the fat

guy. He has ...”

• Apparently he is linked to your friend,being a cousin-in-law. When he finds

out your tweet, he tweets back “Thefatso is a lawyer. See you in court!”


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Concerns


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Concerns

• “Your cousin has SY. She said she got it from

her boyfriend.”


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Concerns

• “Your cousin has SY. She said she got it from

her boyfriend.”

• Apparently they have a common boyfriend

and it results in a big quarrel. The patientthreatens to sue because of what you divulged

thru Facebook. It turns out they are about to

be married in 2 months and this ruinedeverything!


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Careful with what you

tweet!


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tweet!• TheNBAfinedDallasMavericksOwner,Mark

Cuban,$25,000forcriticizingtherefereesina

frustratedtweet.


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frustratedtweet.

Cubantweeted:“Howdotheynotcallatechon

JRSmithforcomingoffthebenchtotauntour

playerontheground?”


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frustratedtweet.

Cubantweeted:“Howdotheynotcallatechon

JRSmithforcomingoffthebenchtotauntour

playerontheground?” Heisbelievedtobethefirstpersontobefinedby

asportsleagueforcommentsmadeonTwitter.


T l k h ’

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Tweet tweet look who’s

reading it


T l k h ’

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reading it

• A 22-year-old Cisco applicant, tweeted:


T t t t l k h ’

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reading it


“Cisco just offered me a job! Now I have to choose between a fat paycheck and the

daily commute to San Jose and hating the work.”


T t t t l k h ’

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reading it





T t t t l k h ’

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reading it




A Cisco employee replied:


T t t t l k h ’

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reading it




A Cisco employee replied:

“I'm sure they would love to know that you will hate the work. We here at Cisco are versed in the Web.”


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f

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AMA Policy : Professionalism in

the Use of Social Media


AMA P l P f l

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• patient privacy and confidentiality


AMA P l P f l

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• use privacy settings


AMA P l P f l

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• ensure accuracy & appropriateness of post


AMA P li P f i li i

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• ensure accuracy & appropriateness of post

• maintain physician-patient boundary inaccordance with ethical guidelines


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AMA P li P f i li i

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AMA P li P f i li i

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• Separate personal and professional accounts


AMA P li P f i li i

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• use different passwords for each account tolessen vulnerability of accounts being

compromised


AMA P li P f i li i

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• use different passwords for each account tolessen vulnerability of accounts being

compromised

•professional email from hospital orprofessional organization should not be linked

to personal social network account


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AMA P li P f i li i

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AMA P li P f i li i

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• “When physicians see unprofessional contentposted by colleagues, they have aresponsibility to inform the individual, so that

he or she can remove it and/or take other appropriate actions.


AMA P li P f i li i

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• “When physicians see unprofessional contentposted by colleagues, they have aresponsibility to inform the individual, so that

he or she can remove it and/or take other appropriate actions.

• If the behavior significantly violatesprofessional norms and the individual does

not take appropriate action to resolve thesituation, the physician should report thematter to appropriate authorities.”



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• “Physicians must recognize that actionsonline and content posted



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• may negatively affect their reputations



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• may have consequences for their medical careers (particularly for physicians-in-training and medical

students) and



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• may have consequences for their medical careers (particularly for physicians-in-training and medical

students) and• can undermine public trust in the

medical profession.”


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• Do not assume privacy. Only post

material you are comfortable witheven when interrogated by yoursuperior or a committee.


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• Take the extra effort to be careful

at all times. Do not answer when

you are in a hurry lest you regretwhat you wrote.

• A little mistake or indiscretion

may sometimes unfortunately lead

to a long annoying agony.


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• consultations via web forum

- consult physician - refer towebsite


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• consultations via web forum

- consult physician - refer towebsite

• asking for financial help -

picture of patient &appropriate agency


THANK YOU VERY MUCH!

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THANK YOU VERY MUCH!

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