March 2011 Webinar for The Connecticut Association of Nonprofits.

1. HIPAA & Social Media:
What you need to know
Brian Geyser, APRN-BC, MSN

3. The Game Has
Changed
More people online
More surface area
More touch points
More opportunity
Need to seize opportunity, deliver brand promise consistently and
coherently across all touch points, and mitigate risk

4. 86% of U.S FG100 Companies
use at least one SM platform

5. 5,800 Hospitals in U.S.
1,000 (17%) use social media

6. 33,000 Homecare Providers
1/3 have a Facebook Page

7. 65% of homecare
companies have an
outdated website

9. 47%

10. 20K Nurses

11. December 16th, 2010

15. %

16. IS YOUR BRAND
?

17. Key Questions
If patients and family members are posting testimonials and sharing
stories on a competitors Facebook Page but you don't even have a
Facebook Page, what does that say about you?
If people can leave comments, share ideas, and interact on other
providers's on their websites but they can't do it on yours, what does that
say?
If family, referral sources, and patients can freely post content to a
competitor's Facebook Page but they can't on yours, what does that say?
If your competitors are demonstrating their expertise by posting videos,
articles, and helpful tips but you are not, what does that say?

18. What are YOU
afraid of?
1. Loss of control
2. Privacy & confidentiality
3. Potential for bad comments
4. Budget constraints
5. Employee productivity

19. What can
Social
DO
for Us?

20. What Can Social
Do For Us?
Marketing/brand awareness
Lead generation
Public relations
Loyalty building
Communications
Customer support
Recruitment
Networking

21. What else?
Super
Increase website traffic
Boost natural search rankings
Help monitor competitors
Optimize customer service
Establish company as a leader

25. Tell stories
Broadcast accomplishments to a
targeting audience

26. Parent & employee engagement
Word-of-mouth marketing

27. Public-facing
customer service
opportunities

29. Demonstrate expertise

30. ROI?

38. It's not about being a better marketer
It's about being a better communicator

39. Give them what they want/need

40. HIPAA
Covered entities
Privacy rule
Security rule

42. 1. Use privacy settings to safeguard personal information
and content to the fullest extent possible.
2. Monitor your internet presence to ensure that the
personal and professional information, and content
posted about you by others, is accurate and appropriate;
3. Maintain appropriate boundaries of the patient-
physician relationship when interacting with patients
online and ensure patient privacy and confidentiality is
maintained;
4. Separate personal and professional content online;
and
5. Recognize that actions online and content posted can
negatively affect your reputation and may even have
consequences for your medical career.

43. Team
Moderation
Policies
Monitoring
Strategy
Tools Training

44. TEAM Executives
Communications Marketing
PR
Legal
Doctors
Nurses
Consultants

45. POLICIES
Internal
External

46. INTERNAL
Philosophy
Rules of engagement
Consequences
Code of ethics
Best practices

47. EXTERNAL
Covenant
Expectations
Disclaimers

50. { tools }

51. 7 Best Tools for Health Care
1. Facebook
2. Blog
3. YouTube
4. Twitter
5. Online Community
6. Linkedin
7. Email marketing

52. 8
Success Criteria for
Facebook Page
Engagement
1 Set community expectations
2 Provide cohesive branding
3 Be up to date
4 Be authentic
5 Participate in dialog
6 Enable peer-to-peer interactions
7 Foster advocacy
8 Solicit a call-to-action

53. Monitoring Tools

54. Q: If I'm a provider,
should I friend my
patients on
Facebook?
A: it depends

55. Q: Can we remove posts
or comments?
A: YES. Respond, delete, or leave
as is, but NEVER EDIT

56. Q: Are we liable for postings on non-
employee forums we host or own?
A: No. Section 230 of the Communications Decency
Act protects you as a sponsor of an online forum. "A
healthcare provider cannot be held liable for postings made by
other parties just because it owns or sponsors the forum.”
HIPAA makes an “absolute distinction” between the
hospital’s workforce (a term defined in the regulations) and
everybody else. Organizations are responsible for the actions
of their workforce, but not for the rest of the world.

57. Q: Are we liable for postings by a
patient's friends or family?
A: No. The Department of Health and Human Services’ Office
of Civil Rights says, "Entities subject to the HIPAA Privacy and
Security Rules are covered entities: health plans, healthcare
providers, and healthcare clearinghouses. Generally speaking,
a covered entity would not be responsible for the actions by a
patient’s friends or family."

58. Q: What if we invite people to post
stuff. Are we liable then?
A: If you invite illegal activity then you assume liability. If you
want to invite new moms to post baby photos or ask weight
loss program participants to track their results in a support
group forum, then make sure you have a terms of use policy
where they are voluntarily giving you permission to publish that
information.”

59. Q: What if patients post photos they
have taken in the hospital on social
sites?
A: Post signs stating that picture taking is not permitted. That
way, if a visitor ignores the rules, takes a picture and posts it
online, the hospital can at least demonstrate that it was
exercising reasonable measures to protect patient privacy.

60. Brian Geyser
web: carenetworks.com
email: brian.geyser@carenetworks.com
twitter.com/bgeyser
facebook.com/carenetworks
phone: 203.915.0524