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Hospitals, Social Media and Employee Access . Ed Bennett University of Maryland Medical System. 2012 Health Care Social Media Summit Austin, TX | August, 2012. Outline. My Background Social Media Cannot be Ignored Opening Access at UMMC Your Social Media Program. My Background.

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hospitals social media and employee access

Hospitals, Social Media and Employee Access

Ed BennettUniversity of Maryland Medical System

2012 Health Care Social Media Summit

Austin, TX | August, 2012

outline
Outline

My Background

Social Media Cannot be Ignored

Opening Access at UMMC

Your Social Media Program

my background
My Background

Pre-1980 Juggler & Street Performer

Core Web Management Skills

Page 3

my background1
My Background

Pre-1980 Juggler & Street Performer

1980 - 1994 Microfilm Technician, Software Trainer

http://www.flickr.com/photos/zigazou76/6310027720/

my background2
My Background

Pre-1980 Juggler & Street Performer

1980 - 1994 Microfilm Technician, Software Trainer

1994 - 1999Web Entrepreneur

Page 5

my background3
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

Page 6

social media cannot be ignored
Social Media Cannot Be Ignored

Patients Expect More Than We deliver

social media cannot be ignored patients expect more
Social Media Cannot Be IgnoredPatients Expect More
  • 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
slide9

Price Waterhouse Coopers Health Research Institute Report

National Consumer Survey and Industry ReviewApril, 2012

consumers are more likely to share information from and with healthcare providers
Consumers are more likely to share information from and with healthcare providers

Doctor

Hospital

Health Insurer

Drug Company

N = 1,060

Source: PwC HRI Social Media Consumer Survey, 2012

consumers value information and services that make healthcare easier to manage
Consumers value information and services that make healthcare easier to manage

Percentage of respondents finding value in services

offered by healthcare providers in social media

N = 1,060

Source: PwC HRI Social Media Consumer Survey, 2012

slide12
54% of patients are comfortable with their doctor going to online physician communities for advice related to their care

N = 1,060

Source: PwC HRI Social Media Consumer Survey, 2012

social media cannot be ignored1
Social Media Cannot Be Ignored

Our Employees Expect Reasonable Policies

employee trust and loyalty
Employee Trust and Loyalty

“We can trust our employees with patients and administering medication, but we can’t trust them with Facebook?”

- Dr. Farris Timimi,Medical Director for the Mayo Clinic Center for Social Media

slide15
Web

Blocking

Bingo!

Social Media is blocked at my hospital because of:

employee productivity
Employee Productivity:
  • Primary Reasons for Visiting Professional Online Networks(Facebook, Twitter, LinkedIn, YouTube):
  • 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
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 ummc1
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 ummc2
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
One Year Later…

Opened access on January 1, 2011 !

opening access at ummc3
Opening Access at UMMC
  • Results
    • A “No Drama” launch
    • Decreased patient complaints
    • Increased employee awareness
    • Social media = business as usual
opening access at ummc4
Opening Access at UMMC
  • Key factors to our success:
  • Decision made by senior hospital leadership, not IT (or HR)
  • Did a risk / benefit calculation, but used honest math
  • Staff training and accountability put in place
  • Involved all parties – HR, Legal, IT, Medical Staff
patient support groups on facebook
Patient Support Groups on Facebook
  • Hepatitis C
  • Trauma Survivors

Liver Transplant

Digestive Diseases

Launched in March 2011

Between 25 and 50 members each

slide28

Patient Support Groups on Facebook

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

your social media program
Your Social Media Program
  • Staff Policies and Guidelines
  • Education and Best Practices
  • Monitoring
staff policies and guidelines
Staff Policies and Guidelines

“Breaching patient confidentiality has less to do with social media or the internet and more to do with our standards.”Will Weider, VP and CIO Ministry Health Care & Affinity Health Systems

“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

slide31

Policy Fundamentals

  • 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
a 12 word social media policy
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

somewhat longer policies
Somewhat Longer Policies:

Ministry Health Care

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

slide34

Somewhat Longer Policies:

A comprehensive, seven page social networking and communications policy.

education and best practices
Education and Best Practices

Required annual training for all staff

Provide tools for managers

Packaged presentations

Videos

FAQ’s

Encourage discussion

Acknowledge grey areas

education and best practices1
Education and Best Practices

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

slide39

Questions and Discussion

This presentation and links to associated resources can be found at:

http://ebennett.org/hcsmtx

slide40

Thank You

Ed Bennett

Director Web & Communications Technology

University of Maryland Medical Center

410-328-0771

ebennett@umm.edu / ed@ebennett.org

umm.edu / ebennett.org

Twitter: @edbennett

www.ummsfoundation.org/dozer