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Hospitals, Social Media and Employee Access

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

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  1. Hospitals, Social Media and Employee Access Ed BennettUniversity of Maryland Medical System 2012 Health Care Social Media Summit Austin, TX | August, 2012

  2. Outline My Background Social Media Cannot be Ignored Opening Access at UMMC Your Social Media Program

  3. My Background Pre-1980 Juggler & Street Performer Core Web Management Skills Page 3

  4. My Background Pre-1980 Juggler & Street Performer 1980 - 1994 Microfilm Technician, Software Trainer http://www.flickr.com/photos/zigazou76/6310027720/

  5. My Background Pre-1980 Juggler & Street Performer 1980 - 1994 Microfilm Technician, Software Trainer 1994 - 1999Web Entrepreneur Page 5

  6. 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

  7. Social Media Cannot Be Ignored Patients Expect More Than We deliver

  8. 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

  9. Price Waterhouse Coopers Health Research Institute Report National Consumer Survey and Industry ReviewApril, 2012

  10. 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

  11. 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

  12. 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

  13. Social Media Cannot Be Ignored Our Employees Expect Reasonable Policies

  14. 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

  15. Web Blocking Bingo! Social Media is blocked at my hospital because of:

  16. 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

  17. By the way, they have access anyway…

  18. Opening Access at UMMC

  19. 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

  20. 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

  21. 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

  22. One Year Later… Opened access on January 1, 2011 !

  23. Opening Access at UMMC • Results • A “No Drama” launch • Decreased patient complaints • Increased employee awareness • Social media = business as usual

  24. 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

  25. Open access brought new services

  26. Patient Support Groups on Facebook • Hepatitis C • Trauma Survivors Liver Transplant Digestive Diseases Launched in March 2011 Between 25 and 50 members each

  27. 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

  28. Your Social Media Program • Staff Policies and Guidelines • Education and Best Practices • Monitoring

  29. 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

  30. 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

  31. 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

  32. 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

  33. Somewhat Longer Policies: A comprehensive, seven page social networking and communications policy.

  34. Education and Best Practices Required annual training for all staff Provide tools for managers Packaged presentations Videos FAQ’s Encourage discussion Acknowledge grey areas

  35. Education and Best Practices http://www.youtube.com/watch?v=44txjIgnOzU

  36. Education and Best Practices

  37. Monitoring

  38. Questions and Discussion This presentation and links to associated resources can be found at: http://ebennett.org/hcsmtx

  39. 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

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