healthcare, social media and risk management

Healthcare, Social Media and Risk Management

Ed BennettUniversity of Maryland Medical System

Themes for today:

My Background

Current Realities of Social Media

Perceived Risks vs. Actual Risks

Framing the Social Media decision

Opening Access at UMMC

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My Background

Pre-1980 Juggler & Street Performer

Core Web Management Skills

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 Consultant

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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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Current Realities of Social Media• It’s not going away

• It will replace email (and that's good)

• Smart phones = constant access

• Preferred tool for many users

Current Realities of Social Media

Primary Reasons for Visiting Professional Online Networks

• 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

Patient Expectations

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

Source: PwC HRI Social Media Consumer Survey, 2012

Consumers are more likely to share social media information from healthcare providers

Doctor HospitalHealth Insurer Drug Company

Source: PwC HRI Social Media Consumer Survey, 2012

N = 1,060

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

HIPAA & privacy violations

IT security

Loss of message control

Employee productivity

Perceived Risks of Social Media

B I N G OProductivity Privacy

Not Professional

BandwidthIT

Rules

Security HIPAA ReputationNo

RulesViruses

Liability Time WasterStaff

MoraleRisky

Hackers Lawsuits For Kids CostlyData Loss

No Control

Malware ScaryHR

PolicyPatient Safety

Web Blocking Bingo!

1. Staff can access social media on personal devices.

2. Access is a management decision, not just one by IT or HR.

3. Create social media polices and guidelines, then enforce them.

4. Provide training about social media risks and opportunities.

5. Social media sites are web sites, so virus and malware risks are similar and can be managed.

6. Even if you block social media, staff can and will visit other sites.

7. Educate users about managing security risks (e.g., creating passwords, recognizing suspicious emails, messages, links, etc.)

Answers to Common Objections

1. Staff can access Social Media on personal devices

2. Access is a management decision, not just one by IT or HR.

3. Create social media polices and guidelines, then enforce them.

4. Provide training about social media risks and opportunities.

5. Social media sites are web sites, so virus and malware risks are similar and can be managed.

6. Even if you block social media, staff can and will visit other sites.

7. Educate users about managing security risks (e.g., creating passwords, recognizing suspicious emails, messages, links, etc.)

B I N G O

ProductivityNot

ProfessionalReputation Time Waster

No Control

1. Staff can access Social Media on personal devices.

2. Access is a management decision, not just one by IT or HR.

3. Create social media polices and guidelines, then enforce them.

4. Provide training about social media risks and opportunities.

5. Social media sites are web sites, so virus and malware risks are similar and can be managed.

6. Even if you block social media, staff can and will visit other sites.

7. Educate users about managing security risks (e.g., creating passwords, recognizing suspicious emails, messages, links, etc.)

B I N G O

Privacy HIPAA Liability Lawsuits Data Loss

1. Staff can already access web on personal devices during work day.

2. Access is a management decision, not just one by IT or HR.

3. Create social media polices and guidelines, then enforce them.

4. Provide training about social media risks and opportunities.

5. Social media sites are web sites, so virus and malware risks are similar and can be managed.

6. Even if you block social media, staff can and will visit other sites.

7. Educate users about managing security risks (e.g., creating passwords, recognizing suspicious emails, messages, links, etc.)

B I N G O

IT Rules HackersMalwareViruses

Security Bandwidth

Real Risks of avoiding Social Media

• Web adoption lessons from 1998-2001

• Not meeting employee / patient expectations

• Loss of visibility

Employee Expectations

Employee Expectations

Patient Expectations

“You trust your staff with my life, but think they can’t handle Facebook?”

“You cut off my support network when I needed it the most”

Patient responses to UMMC blocking Social Media

Social Media Risk Management

=

Employee Management

Social Media Policy Basics

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

Staff Policies and Guidelines

“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

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

Social 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

Education and Best Practices

Require annual training for all staff

Provide tools for managersPackaged presentations

Videos

FAQ’s

Encourage discussion

Acknowledge gray areas

Staff Education

http://www.youtube.com/watch?v=44txjIgnOzU

Education and Best Practices

Monitoring

Opening Access at UMMC

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

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

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

One Year Later…

Opened access on January 1, 2011 !

Opening Access at UMMC

Results

A “No Drama” launch

Decreased patient complaints

Increased employee awareness

Social media = business as usual

Open access = new services

Examples from UMMC:

Patient support groups on Facebook

Department groups on Facebook

Fundraising

Patient Support Groups on Facebook

Liver Transplant

Digestive Diseases

Launched in March 2011

Between 50 and 75 members each

Hepatitis C

Trauma Survivors

Patient Support Group

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

Shock Trauma EMS Office

Dozer the Dog

Fundraising

Huge media relations effort

New Fundraising Website

Video production

Facebook, Twitter, YouTube and Blogs

Monitoring

Hundreds of blog posts, tweets and shares

Local / national / international media coverage

Over 500,000 YouTube views

$30,000 raised from 700 donors

The Sum:

The Parts:

Resources:

The Mayo Clinic Center for Social Mediahttp://socialmedia.mayoclinic.org

HIMSS White PaperSocial Media in Healthcare: Privacy and Security Considerationshttp://hcsm.me/10QkEzS

Bryan Vartabedian, MD - Pediatric Gastroenterologist at Texas Children's Hospital/Baylor College of Medicinehttp://33charts.com

Price Waterhouse CoopersSocial Media “Likes” Healthcarehttp://hcsm.me/pwchealth

Thank You

Ed Bennett

Director, Web & Communications TechnologyUniversity of Maryland Medical System

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

www.ummsfoundation.org/dozer