1. Social Media in the Physician Practice Setting

2. Objectives 1. Review the types of social media available for communication with patients. 2. Explain the use of social media in healthcare 3. Respond to the possible challenges/risks associated with the use of social media in healthcare. 4. Identify strategies to mitigate the risks and enhance the benefits of using social media. 5. Review how to measure success of social media. 6. Discuss the myths and best practices of social media.

3. Types of Social Media Email Websites with Blogs, RSS Feeds LinkedIn Facebook Patient Portals Twitter YouTube Skype Applications or “apps”

4. What the AMA says about Email Email should be used to supplement a provider/patient relationship, not to establish a new relationship or replace face-to-face visits in an existing relationship.

5. AMA Social Media Guidelines Patient privacy and confidentiality must be maintained in all environments. Personal use of Internet/social networking – use privacy settings and all safeguards. Monitor personal Internet presence. Maintain appropriate boundaries in patient-provider relationship.

6. AMA Social Media Guidelines Separate personal and professional content. Give peers feedback, report to appropriate authorities. Recognize actions and content online can affect reputation and undermine public trust.

7. Benefits Cost effective! Increased “search-ability” on the web Opportunity for discussion with and among patients Testimonials/sharing Promote and leverage Human Resource initiatives

8. Challenges Every day commitment Prompt response times Complaints Content Physician buy-in Potential liabilities

9. Potential Liability Actions Regulatory Centers for Medicare and Medicaid (CMS) Office of Civil Rights (OCR) HIPAA Privacy and Security (civil and criminal penalties) State Attorney General’s Office HIPAA complaints State rules and regulations Consumer complaints Federal Trade Commission Red Flag Rules Advertising/marketing Medical Licensing Boards

10. Potential Liability Actions Civil Actions: – Breach of confidentiality – Invasion of privacy – Negligence

11. Other Potential Liability Actions On-line malpractice Extension of patient-provider relationship onto the Internet Potential or inadvertent creation of patient-provider relationships

12. Development Setting up a Facebook, Twitter, Google+, YouTube, etc. takes minutes Determine how you want to utilize Social Media – Positioning Answer the questions Who, When, Where, What as they pertain to Social Media Customization – applications, milestones, cover photo, background, etc

13. Measuring Success of Social Media Remember that Social Media is a vehicle not a destination Think in terms of projects, campaigns or specific activities not the whole Collect and track Social Media Data, Metrics and Key Performance Indicators – Facebook Insights – Twitter – followers, hashtags, search results – YouTube views – Google+ followers

14. Measuring Success of Social Media ROI = ((Benefits – Costs)/costs ) x 100 = Percentage Return on the Investment Example: Monthly Topic Seminars marketed only via Social Media and Email with Unique Landing Page for registration to attend Remember that Social Media ROI can not always be measured only by $ Don’t expect results to be immediate

15. Myths of Social Media You need a big WOW factor You need to invest in customization IT has to be involved All employees need access You need to be on all Social Media platforms

16. Best Practices Prepare! Social Media Policies Train employees and administration Take an integrated approach – Link to your social media – Integrate your social media accounts

17. Best Practices continued Use it for feedback Take the conversation offline! Be flexible and think variety Give reason to connect – Contests – Exclusive content Monitoring is IMPORTANT

18. Questions?