(2010-08-13) Is Healthcare Social Media a Bad Idea?
Patient privacy violations spark discussion on social media in the healthcare industr
This week, some nurses at St. Mary Medical Center in Long Beach, California were fired for posting pictures of a dying stab victim that came into their ER on their Facebook pages. Now, many are questioning whether healthcare’s dip into social media sets a good example.
(e)Merge’s Jamie Verkamp works with health systems and medical practices in implementing their social media presence. She says just because health systems are using social media to connect with patients and better market themselves, it doesn’t give workers the right to blur the lines between their professional lives and their personal online accounts. “This really highlights the need to educate employees on what is considered okay social media use. As healthcare professionals, they are held to a higher standard. We always stress to the staff what is appropriate use of social media and what is not. They must take HIPAA very seriously. If you haven’t had training with your staff, now is the time!”
Verkamp says social media is not the problem. We simply have to shift the way we think about communication as it evolves. “Social media hasn’t changed the landscape of communication; it just expanded its speed and reach. Those same nurses could have taken pictures and gotten them developed at Walgreens ten years ago.” Healthcare social media guru Ed Bennett echoes that sentiment in a blog response: “We probably have another year before these stories focus on the patient privacy violation itself, and not the communication tool that was used.”
Ultimately, health systems and practices must realize they cannot control what employee’s post, but they can educate and set a good example. “Everyone has Facebook and Twitter on their phones these days. There’s no suppressing the technology,” says Verkamp. “Take it as a lesson to be more proactive in social media: publish goodwill pieces, highlight your loyal patients. The best way to combat bad online publicity is with your own good publicity.”
About Us: (e)Merge is a medical practice growth consulting firm specializing in providing innovative, patient-centric marketing initiatives and medical mystery shopping services that enhance patient experiences to increase referrals.
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