healthcare, social media and risk management
DESCRIPTION
My current presentation covering risk management. employee access and the use of Social Media by Healthcare professionalsTRANSCRIPT
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
[email protected] / [email protected] umm.edu / ebennett.orgTwitter: @edbennett
www.ummsfoundation.org/dozer