Culture Breeds Competence

How To Handle The Responsibilities of

HIPAA, Identity Theft, & Privacy

While IntroducingSocial Media Technologies

Ryan Squire

Program Director—Social Media

Communications and Marketing

Culture

• “The set of shared attitudes, values, goals, and practices that characterizes an institution or organization”

• Social media culture is more than another way to send a marketing message, it’s engaging with colleagues and patients to provide better care.

Source: http://www.merriam-webster.com/dictionary/culture

Elements of Culture

• Thoughts become Words

• Words become Actions

• Actions become Habits

• Habits become Character

• Character becomes Destiny

-Author Unknown

Culture DisruptionHealth Care Values Web / Health 2.0

Values

Risk Adverse Risk Taking

Information from authoritative sources

Information from trusted networks

Long deployment lead times Quick deployment

Intellectual Property is closely guarded

Uses licenses with few restrictions

Source: John Sharp – http://ehealth.johnwsharp.com

Via: Ed Bennett – http://ebennett.org/jbpres/

Risk Taking

• IS doing the best thing for patients

• IS building new relationships

• IS challenging status quo

• is NOT breaking laws

• is NOT violating patient privacy

• is NOT putting yourself or institution at risk

Trust Networks

• Trust inherent to network

• Share commonalities

• Invite dissention

• Challenge thought

• Collaborate without walls

• Build on knowledge of the community

Image credit: http://blog.santoshmaharshi.com

Challenges in Health Care

• HIPAA

• Patient Privacy

• Boundaries/Relationships

• Identity Theft

• Education

More Than Marketing

More Than Marketing

More Than Marketing

LinkedInGina Bericchia has sent you a message.Date: 9/01/2009 Subject: Thank you Thanks very much for your kind welcome. I actually owe you a thank you because I learned about the student intern position from following you on Twitter. I'm very excited to get started and look forward to learning more about social media from you.

More Than Marketing

More Than Marketing

More Than Marketing

Marketing is the Byproduct

Policy Is Important

• What policies do you have in place?– Privacy– Acceptable Use– Appropriate Behavior

• Social Media Policy– “Imitation is the sincerest form of flattery”

– Charles Caleb Colton

– http://ebennett.org/hsmp/

Social Media Policy

• Introduce the Purpose of Social Media– Focus on what employees CAN do– Don’t build walls to engagement

Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Social Media Policy

• Be Responsible For What You Write– Freedom of speech is not freedom from

consequence.– Exercise good judgment – Use common sense

Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Social Media Policy

• Be Authentic– Tell people who you are– Be up front about what your purpose is– Be up front about moderation, comments, etc– Always include your name and company

name

Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Social Media Policy

• Consider Your Audience– Potential Customers– Fellow Employees– Patients– Management– Traditional Media– Potential Investors

Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Social Media Policy

• Understand the Concept of Community – Community should be a mutual support

network– Balance personal and professional

information– Transparency– Not a competition

Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Social Media Policy

• Respect Copyrights and Fair Use– ATTRIBUTE!– Do you have the rights to use the content?

Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Social Media Policy

• Remind Users of HIPAA Responsibilities– There are prescribed channels to

communicate about Protected Health Info (PHI)

– PHI has no business in social networks• Unless the Patient is the one talking• http://sharing.mayoclinic.org/

– Educate about existing policies

Social Media Policy

• Protect Confidential & Proprietary Information– Differs from state to state– Probably already have a policy in place

Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Social Media Policy

• Provide Value– What do your customers expect?– Provide one point of value for your community

every day (using social media).

Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Providing Value

Providing Value

Social Media Policy

• Productivity Matters– Culture alone doesn’t heal patients– Execute core business competencies first– Perception is reality

Source: http://mashable.com/2009/06/02/social-media-policy-musts/ -by Sharlyn Lauby

Social Media Policy

• Involve the Stakeholders– Human Resources– Legal– Compliance– Communications– IT/IT Security– Leadership

Leadership and Policy

• Conversations must make the board room– Elevate your conversations quickly– Employees want to know where leadership

stands. Live your stance.

• Your policy affects people– What can you do to involve them up front?– Ensure leadership hears this voice.

Policy Cannot Stand Alone

• “You don't create a culture. Culture happens. Culture is the by-product of consistent behavior.”

» Jason Fried—Social Media Management Expert

• Consistent behavior is created by practice.

• “Practice does not make perfect. Only perfect practice makes perfect.”

» Vince Lombardi

The Golden Rule

• Conduct yourself in social media the same way you are expected to conduct yourself at work/home/school

Identity Theft

• How do you know you are talking to the actual patient?

• Stick to your policies regarding FTC’s red flag rules.

• Never release protected information and be leery of anyone who asks you to do so.

Bottom Line

• Do not initiate conversation about protected health information.

• Patients can share any information they desire. You can’t.

Consequences

• HIPAA Violations– New requirements require immediate

notification to those affected by a violation.– Some violations require the media to be

notified.

• What consequences do your employees face?– Be up front

Culture Vs Consequence

• Culture– We don’t talk about protected information

because it is the right thing to do for our patients.

• Consequence– We don’t talk about protected information

because we could get in trouble.

Tell Everyone

• Creating Competence through Culture– Every time you meet with an employee talk

about the culture you want to be a part of– Explain their part in the culture– Ask for help from your communities

• They’ll let you know if you screw up long before it’s a major problem