Overview: For Milestone Two, you will establish the context for your healthcare product or service, and analyze the market. To establish the context, you will describe the industry segment, describe y

Overview: For Milestone Two, you will establish the context for your healthcare product or service, and analyze the market. To establish the context, you will describe the industry segment, describe y
7/22/2020 Infographic: Healthcare Industry Building Trust Through Social Media https://www.infographicsarchive.com/infographic-healthcare-industry-building-trust-through-social-media/ 1/12        Home /Most Shared Infographics on Social Media Healthcare Industry Building T rust Thr ough Social Media  2 It might seem a little absurd at first, but social media and the healthcare industry are starting to come closer together. Social media users will talk about nearly anything. One of the things that people like talking about is their health. They will talk about surgeries, doctors and medications. While some hospitals are embracing this trend, the vast majority have yet to create a social media presence . Social Presence There are thousands of hospitals in the United S tates, but only a measly 1,501 currently have a social media presence. This represents a very small percentage, even though many charts and graphs show that people want to be social with their hospital of choice. Of the leading social networks, F acebook and 4Square are used most often by hospitals. T witter is a close third, but the other social networks aren’t used nearly as often. Active Engagement There are many statistics that should show you that people want to engage with their favorite hospital. For example, Mayo Clinic’s website had 76,000 more podcast listeners after using social media for a single month. SEO, Social Media & Content Marketing Infographics 7/22/2020 Infographic: Healthcare Industry Building Trust Through Social Media https://www.infographicsarchive.com/infographic-healthcare-industry-building-trust-through-social-media/ 2/12       Many people want to talk about their various medical problems to seek guidance, but they don’t want to spend the money to actually visit a doctor unless the problem is serious. According to various polls, about 47 percent of social media users are willing to speak to doctors online. About 43 percent are willing to talk directly to a hospital, and 40 percent will talk to a pharmacy. There is also a level of trust that people have in doctors and the healthcare industry. If a personal trainer, health insurance company or government organization makes a post about health, then only 30 to 40 percent of people will trust the post. If a doctor, nurse or hospital posts the same thing, then that figure jumps up to 55 to 60 percent. While a few hospitals are currently using social media to reach out to the public, people want a direct link with doctors and other workers in the healthcare industry. It would be a much better idea if more hospitals were willing to do this because it could increase the number of customers, and it will also make people trust that hospital more. Source: Master of Health Administration 7/22/2020 Infographic: Healthcare Industry Building Trust Through Social Media https://www.infographicsarchive.com/infographic-healthcare-industry-building-trust-through-social-media/ 3/12        7/22/2020 Infographic: Healthcare Industry Building Trust Through Social Media https://www.infographicsarchive.com/infographic-healthcare-industry-building-trust-through-social-media/ 4/12        7/22/2020 Infographic: Healthcare Industry Building Trust Through Social Media https://www.infographicsarchive.com/infographic-healthcare-industry-building-trust-through-social-media/ 5/12        7/22/2020 Infographic: Healthcare Industry Building Trust Through Social Media https://www.infographicsarchive.com/infographic-healthcare-industry-building-trust-through-social-media/ 6/12        7/22/2020 Infographic: Healthcare Industry Building Trust Through Social Media https://www.infographicsarchive.com/infographic-healthcare-industry-building-trust-through-social-media/ 7/12        7/22/2020 Infographic: Healthcare Industry Building Trust Through Social Media https://www.infographicsarchive.com/infographic-healthcare-industry-building-trust-through-social-media/ 8/12        7/22/2020 Infographic: Healthcare Industry Building Trust Through Social Media https://www.infographicsarchive.com/infographic-healthcare-industry-building-trust-through-social-media/ 9/12        7/22/2020 Infographic: Healthcare Industry Building Trust Through Social Media https://www.infographicsarchive.com/infographic-healthcare-industry-building-trust-through-social-media/ 10/12        7/22/2020 Infographic: Healthcare Industry Building Trust Through Social Media https://www.infographicsarchive.com/infographic-healthcare-industry-building-trust-through-social-media/ 11/12 This site uses cookies to improve your user experience. 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Overview: For Milestone Two, you will establish the context for your healthcare product or service, and analyze the market. To establish the context, you will describe the industry segment, describe y
Running Head: HEALTHCARE MARKETING Healthcare Marketing Tammy Trujillo HCM 325 SNHU 07/06/2020 Part I. Target Market Identify the specific target market for your selected product/service: Sexual health services are essential services that are offered to people to be fully aware of their sexual health and routines they can adopt to keep healthy. The target market for his service is adolescents and also young adults. It will focus on people ranging from fourteen to twenty-three years. Part II. Target Market Profile: Geographic segmentation: The services will be offered in neighbourhoods with a large population. This is because large populations are often made up of large populations of children and young people; the services will also be readily available in their places of learning hence reaching a larger group. Benefit segmentation: The services will be available in different areas in a neighborhood to easily access the services. Such a move intends to make the service available to a larger group of the youth, hence offering it the best way possible by the customer service providers to the sexual health expert. By doing so, the service providers record benefits. Demographic segmentation: As discussed, the demographic segmentation will focus in the youth group that is available in the community. This is because they compose of the largest group. Part III How are customer needs relevant in marketing your healthcare product or service? Support your response with specific examples from your target market profile. The customer needs will be met efficiently, and it is important to note that this particular group of customers in the community is often undergoing a significant change in their bodies, and they need guidance during the process. Efficiency in service provision will offer the service renders profits as customers value the best services. Accessibility is being achieved by making the services available in the different institutions in the neighbourhood, including schools where this age group is schooling. The needs of the customers are hence covered adequately, allowing the customer to feel safe in accessing these services. Reference Boslaugh, S. E., Kreuter, M. W., Nicholson, R. A., & Naleid, K. (2005). Comparing demographic, health status and psychosocial strategies of audience segmentation to promote physical activity. Health Education Research, 20(4), 430-438. Kahle, L. R. (1986). The nine nations of North America and the value basis of geographic segmentation. Journal of Marketing, 50(2), 37-47.
Overview: For Milestone Two, you will establish the context for your healthcare product or service, and analyze the market. To establish the context, you will describe the industry segment, describe y
7/22/2020 Rules of social media: Define your target audience | The Advisory Board Daily Briefing https://www.advisory.com/daily-briefing/blog/2013/09/social-media-rule-number-one-define-your-target-audience 1/3  Daily Briefing Blog R ule s of social media: D efine your tar get audienc e 11:28 AM on September 2 3, 2 01 3 Man y hospitals and he alth systems no w use Facebook, T witter, and other s ocial media platf orms. But ar e there practic al ways to mak e these t echnologie s work f or your or ganiz ation? The D aily Briefing kick s off a fiv e-part s eries on s trat egie s to suc ceed at s ocial media. Hanna Jaquith, D aily Briefing “We need t o connect with p atients” isn’ t a new priorit y for ho spitals; that maxim inf ormed many organiz ations’ mark eting s trat egie s thr ough the 2 0th centur y. But the 21s t centur y has intr oduced social net work s and technology —think of platforms lik e Facebook and T witter—that o ffer a mor e target ed me ans to build br and loyalt y, attr act ne w patient s, and eng age e xisting one s in ways that tr aditional media c annot. Rule s of social media Toda y: D efine y our audienc e – Tue sda y: L et p atient s tell their s torie s – Wedne sda y: B enefit with a blog – Thur sda y: Mas ter the metric s Quick Search 7/22/2020 Rules of social media: Define your target audience | The Advisory Board Daily Briefing https://www.advisory.com/daily-briefing/blog/2013/09/social-media-rule-number-one-define-your-target-audience 2/3 – Frida y: Sus tain a c onver sation A s L ee Aas e, dir ector o f the Mayo Clinic C enter f or S ocial Media , rec ently t old the Daily Briefing , “F or mor e than 1 00 year s, Ma yo Clinic’ s reput ation has alw ays c ome fr om word o f mouth. S ocial media is an amplific ation of that w ord o f mouth.” However , s ocial media s trat egie s that tr y to r each “an yone , anywher e” are usually doomed t o fail. In r ecent int ervie ws with the Daily Briefing , o fficials at fiv e of the nation’ s most s ocial media-s avvy ho spitals str ess ed the import ance of ha ving a w ell- defined audienc e. A ccor ding t o these e xpert s, while individuals incr easingly g o online f or health inf ormation, s ome future patient s are mor e likely than other s to r ely on s ocial media when doing s o. Cas e study: M.D . Anderson Canc er Center In choo sing which s ocial media channels t o be on, MD Anderson Canc er Center keep s in mind it s target audienc e: canc er patient s, c aregiv ers, and sur vivors, s ays L aur a Nathan-Garner , progr am manag er of int egrated media c ommunications. Both are mor e likely t o gravit ate t ow ar d F acebook and T witter, rather than Ins tagr am and Y ouTube, which attr act a younger audienc e. “W e almo st don’ t have a choic e” but to be on F acebook and T witter, she s ays, bec ause “that’ s wher e our p atients are, and the y are asking que stions . We need t o make sure we’re ans wering them.” 7/22/2020 Rules of social media: Define your target audience | The Advisory Board Daily Briefing https://www.advisory.com/daily-briefing/blog/2013/09/social-media-rule-number-one-define-your-target-audience 3/3 © 2020 A dvis ory B oar d. All right s reser ved. P riv acy P olic y Leg al Dis claimer Terms o f Use M.D . Ander son then t ailors its social media c ontent ac cor dingly:  Fac ebook pr ovide s a g ood medium t o highlight sur vivor storie s, bec ause “w e often he ar is that individuals with a c ancer diagno sis will go online t o seek out people with s torie s similar to their s,” Nathan-Garner s ays. The s torie s that end up g etting highlight ed often ar e volunt eered b y patient s, she adds . Twitt er , on the other hand, is us eful t o hold liv e chats with M.D . Anderson e xpert s and pr ovide p atients with pr actical health advic e. Jus t as import ant to your s ocial media s trat egy is kno wing when not to shar e information, Nathan-Garner s ays. “W e get reque sts fr om all o ver our ins titution, fr om 20,000 c olleague s, asking us t o share information about their clinic al trials or an event ,” but when t argeting a glob al audience of patient s, c aregiv ers, and sur vivors, y our or ganiz ation mus t be willing t o “draw a line .” Mor e from the A dvisory B oar d Getting R OI on social media | Our r ese ar ch libr ary Do F acebook lik es r eflect ho spital qualit y?  
Overview: For Milestone Two, you will establish the context for your healthcare product or service, and analyze the market. To establish the context, you will describe the industry segment, describe y
7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 1/25 P T . 2 014 J u l; 3 9(7 ): 4 91-4 99, 5 20. P M CID : P M C4103576 P M ID : 2 5083128 S oc ial M edi a and Heal th Car e P ro fe ssio nals : B enefit s , R is ks, a nd B est P ra ctic e s C. L ee V ento la T he a uth or is a c o nsu lt a nt m edic a l w rit e r liv in g in N ew J e rs e y D is clo su re : T he a uth or r e ports th at s h e h as n o c o m merc ia l o r fin ancia l r e la tio nsh ip s in r e gard to th is a rtic le . C opyrig ht © 2 014, M ediM edia U SA, In c. IN TR O DUCTIO N M an y s o cia l m ed ia t o ols a re a v aila b le f o r h ealth c are p ro fe ssio nals ( H CPs), i n clu din g s o cia l n etw ork in g p la tf o rm s, b lo gs, m ic ro blo gs, w ik is , m ed ia -s h arin g s ite s, a n d v ir tu al r e ality a n d g am in g e n vir o nm en ts . T hese t o ols c an b e u se d t o i m pro ve o r en han ce p ro fe ssio nal n etw ork in g a n d e d ucatio n, o rg an iz atio nal p ro m otio n, p atie n t c are , p atie n t e d ucatio n, a n d p ublic h ealth p ro gra m s. H ow ev er, t h ey a ls o p re se n t p ote n tia l r is k s t o p atie n ts a n d H CPs r e g ard in g t h e d is tr ib utio n o f p oor- q uality i n fo rm atio n, d am ag e t o p ro fe ssio nal i m ag e, b re ach es o f p atie n t p riv acy, v io la tio n o f p ers o nal– pro fe ssio nal b oundarie s, a n d lic en sin g o r l e g al i s su es. M an y h ealth c are i n stitu tio ns a n d p ro fe ssio nal o rg an iz atio ns h av e i s su ed g uid elin es t o p re v en t th ese r is k s. W HAT A R E S O CIA L M ED IA ? The d efin itio n o f “ so cia l m ed ia ” i s b ro ad a n d c o nsta n tly e v olv in g. T he t e rm g en era lly r e fe rs t o I n te rn et- b ase d t o ols t h at a llo w in div id uals a n d c o m munitie s t o g ath er a n d c o m munic ate ; t o s h are i n fo rm atio n, i d eas, p ers o nal m essa g es, i m ag es, a n d o th er c o nte n t; a n d, i n s o m e c ase s, t o c o lla b ora te w ith o th er u se rs i n r e al t im e. S ocia l m ed ia a re a ls o r e fe rre d t o a s “ W eb 2 .0 ” o r “so cia l n etw ork in g.” 1–8 3,5–10 2–4,8,10 –17 3,4,7,10 ,17 ,18 2–6 5 19 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 2/25 Socia l m ed ia s ite s p ro vid e a v arie ty o f f e atu re s t h at s e rv e d if f e re n t p urp ose s f o r t h e i n div id ual u se r. T hey m ay i n clu de b lo gs, so cia l n etw ork s, v id eo – a n d p hoto -s h arin g s ite s, w ik is , o r a m yria d o f o th er m ed ia , w hic h c an b e g ro uped b y p urp ose , s e rv in g fu nctio ns s u ch a s: S ocia l n etw ork in g ( F aceb ook, M yS pace , G oogle P lu s, T w itte r) P ro fe ssio nal n etw ork in g ( L in ked In ) M ed ia s h arin g ( Y ouT ube, F lic k r) C onte n t p ro ductio n ( b lo gs [ T um blr , B lo g ger] a n d m ic ro blo gs [ T w itte r]) K now le d ge/in fo rm atio n a g gre g atio n ( W ik ip ed ia ) V ir tu al r e ality a n d g am in g e n vir o nm en ts ( S eco nd L if e ) P artic ip atio n i n s o cia l m ed ia b y t h e g en era l p ublic h as i n cre ase d s h arp ly o ver t h e p ast n in e y ears . I n t h e U .S ., t h e p ro portio n o f ad ults u sin g s o cia l m ed ia h as i n cre ase d f ro m 8 % t o 7 2% s in ce 2 005. T he u se o f s o cia l m ed ia i s p re v ale n t a cro ss a ll a g es a n d pro fe ssio ns a n d i s p erv asiv e a ro und t h e w orld . I n 2 012, F aceb ook u se rs e x ceed ed o ne b illio n p eo ple w orld w id e, a n um ber t h at re p re se n ts o ne-s e v en th o f t h e w orld ’s p o pula tio n. I n a d ditio n, e ach d ay 1 00 m illio n a ctiv e T w itte r u se rs s e n d m ore t h an 6 5 m illio n t w eets , a n d t w o b illio n v id eo s a re v ie w ed o n Y ouT ube. S ocia l m ed ia h av e b een l in ked t o h ig hly s ig nif ic an t p olitic al e v en ts , s u ch a s t h e A ra b S prin g r e v olu tio n , a s w ell a s t o w id esp re ad s o cie ta l t r e n ds, i n clu din g t h e s h orte n in g o f i n div id uals ’ a tte n tio n s p an s a n d t h e d eclin e o f p rin t n ew s m ed ia . P A R TIC IP AT IO N IN S O CIA L M ED IA B Y H EALT H C AR E P R O FE SSIO NALS Socia l m ed ia p ro vid e H CPs w ith t o ols t o s h are i n fo rm atio n, t o d eb ate h ealth c are p olic y a n d p ra ctic e i s su es, t o p ro m ote h ealth b eh av io rs , t o e n gag e w ith t h e p ublic , a n d t o e d ucate a n d i n te ra ct w ith p atie n ts , c are g iv ers , s tu den ts , a n d c o lle ag ues. H CPs can u se s o cia l m ed ia t o p ote n tia lly i m pro ve h ealth o utc o m es, d ev elo p a p ro fe ssio nal n etw ork , i n cre ase p ers o nal a w are n ess o f new s a n d d is c o verie s, m otiv ate p atie n ts , a n d p ro vid e h ealth i n fo rm atio n t o t h e c o m munity . P hysic ia n s m ost o fte n j o in o nlin e c o m m unitie s w here t h ey c an r e ad n ew s a rtic le s, l is te n t o e x perts , r e se arc h m ed ic al d ev elo pm en ts , c o nsu lt c o lle ag ues r e g ard in g p atie n t i s su es, a n d n etw ork . T here t h ey c an s h are c ase s a n d i d eas, d is c u ss p ra ctic e m an ag em en t c h alle n ges, m ak e r e fe rra ls , d is se m in ate t h eir r e se arc h , m ark et t h eir p ra ctic es, o r e n gag e i n h ealth a d vocacy. A g ro w in g m in ority o f p hysic ia n s a ls o u se s s o cia l m ed ia t o c o m munic ate d ir e ctly w ith p atie n ts t o a u gm en t c lin ic al c are . 19 4,7,8 5,11 5,11 2,8 2,8 2 5 6,11 ,1 4 ,16 8,11 9 1 4 ,15 9,15 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 3/25 A s u rv ey o f m ore t h an 4 ,0 00 p hysic ia n s c o nducte d b y t h e s o cia l m ed ia s ite Q uan tia M D f o und t h at m ore t h an 9 0% o f p hysic ia n s use s o m e f o rm o f s o cia l m ed ia f o r p ers o nal a ctiv itie s, w here as o nly 6 5% u se t h ese s ite s f o r p ro fe ssio nal r e aso ns. N early a t h ir d o f p hysic ia n s h av e r e p orte d p artic ip atin g i n s o cia l n etw ork s. H ow ev er, b oth p ers o nal a n d p ro fe ssio nal u se o f s o cia l m ed ia b y physic ia n s i s i n cre asin g. U nlik e p hysic ia n s, p harm acis ts h av e b een r e la tiv ely s lo w t o a d opt s o cia l m ed ia . M uch o f t h e g ro w th i n t h e p ro fe ssio nal u se o f so cia l m ed ia a m ong t h is g ro up a p pears t o i n volv e p harm acis t- s p ecif ic s o cia l n etw ork s. S urv ey s h av e s h ow n t h at m an y pharm acis ts u se F aceb ook. A lth ough t h is u se i s m ost o fte n f o r p ers o nal c o m munic atio ns, m ore t h an 9 0 p ag es o n F aceb ook a re r e la te d t o t h e p harm acy p ro fe ssio n, s u ch a s t h e P harm acis ts I n te re st P ag e, t h e A m eric an P harm acis ts A sso cia tio n, a n d t h e C ynic al P harm acis t. O nly 1 0% o f p harm acis ts u se T w itte r, a n d a s e arc h f o r “ p harm acis t” o n L in ked In i d en tif ie d 2 74,9 81 p ro file s. S O CIA L M ED IA S IT E S F O R H EALT H C AR E P R O FE SSIO NALS S ocia l N etw ork in g S it e s A s s o cia l n etw ork in g h as e v olv ed , m ed ic ally f o cu se d p ro fe ssio nal c o m munitie s h av e b een e sta b lis h ed . T hese n etw ork s a re o fte n p riv ate a n d p ro te cte d f ro m n onm em bers , s u ch a s t h e l a y p ublic a n d e v en m em bers o f o th er h ealth p ro fe ssio ns. F undin g s o urc es fo r t h ese s ite s v ary , w ith f in an cia l s u ppo rt o fte n b ein g p ro vid ed b y p ro fe ssio nal a sso cia tio ns, a d vertis in g o r d ata s a le s, r e se arc h fu ndin g, a n d p harm aceu tic al c o m pan ie s. S erm o i s a “ p hysic ia n -o nly ” s o cia l n etw ork in g c o m munity t h at v erif ie s t h e c re d en tia ls o f n ew m em bers d urin g r e g is tr a tio n. P hysic ia n s r e p re se n tin g 6 8 s p ecia ltie s i n a ll 5 0 s ta te s g ath er o n t h is s ite t o n etw ork , t o d is c u ss t r e atm en t o ptio ns, a n d t o q uery p eers f o r e x pert a d vic e. A s o f A pril 2 014, S erm o b oaste d a U .S . m em bers h ip o f 2 60,0 00 p hysic ia n s, m ost o f w hom u se p se u donym s f o r a n onym ity . S erm o c o nsis ts p rim arily o f a l a rg e m essa g e b oard o n w hic h p hysic ia n s c re ate t o pic s f o r d is c u ssio n. It a ls o p ro vid es a r a tin g s y ste m b y w hic h d octo rs r a n k p osts o n t h e s ite o n t h e b asis o f p erc eiv ed c re d ib ility . D oxim ity i s a n ew er “ p hysic ia n -o nly ” s o cia l n etw ork in g c o m munity t h at o ff e rs t e x t a n d i m ag es t h at a re c o m plia n t w ith t h e H ealth I n su ra n ce P orta b ility a n d A cco unta b ility A ct ( H IP A A), w hic h a llo w s p oin t- o f-c are i n fo rm atio n c ro w dso urc in g. A s o f 2 013, m ore t h an 1 00,0 00 p hysic ia n s a n d s tu den ts w ere m em bers . D oxim ity u se s a n atio nal d ata b ase t o c re ate “ p la ceh old er” a cco unts w ith d em ogra p hic a n d c o nta ct i n fo rm atio n f o r a ll U .S . p hysic ia n s. T here fo re , a lth ough o nly 1 2% o f U .S . p hysic ia n s a re a ctiv e m em bers o f D oxim ity , n early 1 00% c an b e m essa g ed t h ro ugh t h e n etw ork . T he M ed ic al D ir e cto rs F oru m ( w ww.m ed ic ald ir e cto rs fo ru m .s k ip ta .c o m ) i s a s o cia l n etw ork in g s ite f o r m ed ic al d ir e cto rs t h at p ro vid es a v erif ie d , s e cu re , c lo se d -lo op e n vir o nm en t f o r p eer- to -p eer i n te ra ctio n. T he r e so urc es o n t h is s ite i n clu de a c o m pre h en siv e l ib ra ry , d is c u ssio n g ro up s, c ale n dar p ostin gs, a n d a le rts . T he s ite a ls o p ro vid es d ed ic ate d g ro up p ag es f o r m ed ic al 9,14 8 3,9,15 1 1 1 1 1 14 1 17 15 15 14 15 15 14 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 4/25 dir e cto rs w ork in g i n a w id e r a n ge o f s e cto rs , i n clu din g: h osp ita l, v ete ra n s a ff a ir s , M ed ic are , g ro up p ra ctic e, e m plo yer, b eh av io ra l h ealth , m an ag ed c are , c o rre ctio nal f a cility , a n d l o ng-te rm c are . O th er p hysic ia n n etw ork in g s ite s i n clu de Q uan tia M D ( w ww.q uan tia m d.c o m ), D octo rs ’ H an gout ( w ww.d octo rs h an gout.c o m ), a n d D oc2 D oc ( d oc2 doc.b m j.c o m ). M an y o f t h ese s ite s r e q uir e d octo rs t o s u bm it t h eir c re d en tia ls t o a s ite g ate k eep er, r e cre atin g t h e in tim acy o f a “ p hysic ia n s’ l o unge” i n a n o nlin e e n vir o nm en t. T he n onpro fit S tu den t D octo r N etw ork i s a p opula r s o cia l c o m munity s ite f o r u nderg ra d uate a n d p ra ctic in g p hysic ia n s, d en tis ts , a n d v ete rin aria n s i n t h e U .S . a n d C an ad a. I t c la im s m ore t h an 4 0,0 00 a ctiv e m em bers a n d 1 .5 m illio n u niq ue m onth ly v is ito rs . T he f o ru m s o n S tu den t D octo r N etw ork f o cu s o n c lin ic al c are er t o pic s, d o n ot s u pport d eta ile d u se r p ro file s o r “ frie n din g,” a n d en co ura g e a n onym ity . S ocia l n etw ork in g s ite s a re a ls o a v aila b le f o r p harm acis ts . T hese s ite s i n clu de A SH P C onnect ( w ww.c o nnect.a sh p.o rg ) , w hic h i s s p onso re d b y t h e A m eric an S ocie ty o f H ealth -S yste m P harm acis ts ; P harm QD ( w ww.p harm qd.c o m ); a n d T he P harm acis t S ocie ty (w ww.p harm acis ts o cie ty .c o m ). P ro fe ssio nal n etw ork in g f o ru m s f o r n urs e s i n clu de t h e A m eric an N urs e s A sso cia tio n’s A NANurs e S pace ( w ww.a n an urs e sp ace.o rg ) , N urs in gL in k ( w ww.n urs in glin k.c o m ), a n d S ocia lR N ( w ww.t w itte r.c o m /s o cia lR N ). In a d ditio n, H CPs c an e asily c o nnect w ith e ach o th er v ia “ g en era l p urp ose ” o nlin e s o cia l n etw ork s, s u ch a s F aceb ook, T w itte r, a n d L in ked In . F aceb ook i s t h e m ost p opula r s o cia l m ed ia s ite i n t h e U .S ., w hile L in ked In i s t h e m ost p opula r p ro fe ssio nal n etw ork in g site . B lo gs T he “ b lo g,” a t e rm f o rm ed b y t r u ncatin g “ W eb l o g,” i s t h e o ld est a n d m ost e sta b lis h ed f o rm o f s o cia l m ed ia , w hic h h as b een u se d in m ed ic in e s in ce a s e arly a s 2 004. B lo gs c an r e ach w id e a u die n ces, e sp ecia lly i f o ne w rite s c o nte n t t h at i s o f s ig nif ic an t in te re st. P osts t h at g arn er e n ough i n te re st c an b e s h are d a n d v ie w ed a g ain a n d a g ain b y r e ad ers ( re fe rre d t o a s “ g oin g v ir a l” ). C onte n t t h at g oes v ir a l c an e sta b lis h a r e p uta tio n o r a n o nlin e p re se n ce. B lo gs c an a ls o p ro vid e t h e o pportu nity t o p ublis h l a rg e a m ounts o f i n fo rm atio n i n a v arie ty o f m ed ia ( te x t, v id eo , a n d a u dio ) i n a n o pen f o ru m . M ost b lo ggin g p la tf o rm s a llo w r e ad ers t o r e sp ond t o p ublis h ed c o nte n t b y p ostin g t h eir o w n c o m men ts . T his e n ab le s a n o ngoin g d ia lo gue b etw een t h e b lo gger a n d h is o r h er a u die n ce. E xam ple s o f w id ely u se d f re e “ lo ng-fo rm ” b lo ggin g pla tf o rm s i n clu de T um blr ( w ww.t u m blr.c o m ), W ord P re ss ( w ww.w ord pre ss.o rg ) , a n d B lo gger ( w ww.b lo gger.c o m ). S om e p hysic ia n s u se b lo gs t o c o m munic ate w ith o th er H CPs o r t h e p ublic . F or e x am ple , t h e C lin ic al C ase s b lo g (w ww.c lin ic alc ase s.o rg ) f e atu re s c ase s tu die s i n a w id e r a n ge o f m ed ic al s p ecia ltie s. T his b lo g a ls o i n clu des a s p ecia l s e ctio n o n ad m is sio n n ote t e m pla te s, p ro ced ure g uid es, a n d r e la te d m ate ria l. B lo gs a re b eco m in g m ore p opula r a m ong p harm acis ts , b ut 20 17 17 5 5 5 1,6 17 8 1,11 ,1 7 17 14 14 14 14 14 14 14 14 17 17 1 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 5/25 ap pro xim ate ly t w o-th ir d s o f t h ese b lo gs a re w ritte n a n onym ously . M ic ro blo gs M ic ro blo gs p ro vid e t h e m ost d ynam ic a n d c o ncis e f o rm o f i n fo rm atio n e x ch an ge v ia s o cia l m ed ia . T his f o rm at a llo w s u se rs t o p ost a l a rg e n um ber o f b rie f m essa g es o r u pdate s o ver a s h ort p erio d. N um ero us m ic ro blo ggin g p la tf o rm s e x is t; h ow ev er, T w itte r i s t h e m ost p ro m in en t. O n T w itte r, u se rs p ublis h m essa g es ( c alle d “ tw eets ” ) t h at c o nsis t o f a m ax im um o f 1 40 ch ara cte rs . T w eets c an b e s u pple m en te d w ith h yperlin ks t o o th er o nlin e m ed ia , s u ch a s v id eo s o r w eb site s. T w eets c an a ls o in clu de “ h ash ta g s,” a f o rm o f i n fo rm atio n i n dex in g t h at a llo w s p eo ple t o s e arc h f o r t w eets t h at a re r e la te d t o a p artic u la r d is c u ssio n o r t o pic . H ash ta g s f o llo w ed b y H CPs i n clu de # H CSM ( fo r H ealth C are S ocia l M ed ia ), # M DChat, a n d # H ealth 20. T here a re m ore t h an 1 40 r e p orte d u se s f o r T w itte r i n h ealth c are . T he P en n S ta te C olle g e o f M ed ic in e h as u se d T w itte r t o f a cilita te d is c u ssio ns b etw een s tu den ts a n d i n str u cto rs , t o c o nduct c o urs e e v alu atio ns, t o s o lic it c la ss r e sp onse s, a n d t o m onito r stu den ts ’ p ro gre ss. A T w itte r J o urn al C lu b a ls o p ro vid es a d v an ce p osts a b out p ap ers a n d q uestio ns t o b e d is c u sse d , a lo ng w ith a h ash ta g , s o t h at s tu den ts , d octo rs , a n d a n yone i n te re ste d i n t h e s u bje ct c an i n te ra ct. T w itte r h as a ls o b een u se d a t m ed ic al co nfe re n ces t o d is c u ss a n d e n han ce s p eak er p re se n ta tio ns b y p ostin g r e al- tim e c o m men ts f ro m t h e a u die n ce. S om e p hysic ia n s hav e u se d T w itte r t o d ev elo p a l a rg e f o llo w in g, e n ab lin g t h em t o r e ach a b ro ad a u die n ce a n d p ote n tia lly e v en a ff e ct h ealth p olic y d ecis io ns. W ik is W ik is a re p ublic f o ru m w eb site s f e atu rin g t e x t a n d m ultim ed ia c o nte n t t h at c an b e e d ite d b y u se rs . “ W ik i” i s a H aw aiia n w ord m ean in g “ q uic k ,” w hic h r e fe rs t o t h e s p ee d w ith w hic h i n fo rm atio n o n a w ik i c an b e a ccesse d , a d ded , e d ite d , o r d ele te d . S urp ris in gly , W ik ip ed ia i s t h e m ost c o m monly u se d w ik i i n t h e m ed ic al c o m munity . I t i s o fte n u se d a s a r e fe re n ce b y c lin ic ia n s, d esp ite i ts k now n s h ortc o m in gs, s u ch a s e rro rs a n d n arro w b re ad th o f i n fo rm atio n. O ne s tu dy f o und t h at 3 5% o f 1 ,0 56 pharm acis ts u se d W ik ip ed ia , a lth ough o nly 1 9% t r u ste d i t. I n a n oth er s u rv ey o f m ore t h an 1 ,0 00 p harm acis ts , o ne i n f iv e re sp onden ts s a id t h ey t r u ste d W ik ip ed ia , b ut o nly o ne i n f o ur k new t h at a n yone c o uld e d it t h e s ite . O ne r e aso n f o r t h e p opula rity o f W ik ip ed ia i s i ts p ro m in en ce i n G oogle s e arc h es. A s tu dy f o und t h at 7 0% o f 3 5 j u nio r p hy sic ia n s u se d W ik ip ed ia t o f in d m ed ic al i n fo rm atio n d urin g a w eek -lo ng p erio d, w ith 9 3% c itin g e ase o f u se a s t h eir p rim ary m otiv atio n. A s t h e a ccu ra cy a n d c o m ple te n ess o f W ik ip ed ia a re o fte n d eb ate d , t h e d ru g i n fo rm atio n o n t h at s ite w as c o m pare d w ith a v alid ate d a n d t r u ste d i n fo rm atio n s o urc e, t h e M ed sc ap e D ru g R efe re n ce. T his a n aly sis f o und t h at W ik ip ed ia i n clu ded a p pro xim ate ly 7 6% o f t h e c o nte n t f o und i n M ed sc ap e a n d h ad v ery f e w f a ctu al e rro rs ( m ost w ere e rro rs o f o m is sio n). I n 1 1 7 17 17 17 17 17 17 17 17 17 17 14 17 17 17 5 5 1 5 5 17 17 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 6/25 co ntr a st, o th er s tu die s h av e f o und t h at W ik ip ed ia i n clu des f a ctu al e rro rs a n d h as a l a ck o f d ep th c o m pare d t o t r a d itio nally e d ite d , peer- re v ie w ed , e v id en ce-b ase d i n fo rm atio n s o urc es. O th er w ik i p ro je cts e m ula te W ik ip ed ia i n t h at t h ey c ro w d-s o urc e m ed ic al c o nte n t. H ow ev er, t o m ain ta in e d ito ria l c re d ib ility , t h ey a ls o v erif y t h e c re d en tia ls o f c o ntr ib uto rs . R xW ik i ( w ww.r x w ik i.c o m ) a llo w s o nly p harm acis ts t o a d d o r e d it d ru g i n fo rm atio n. T his w as a ls o t h e m odel f o r M ed ped ia ( a n i n itia tiv e f ro m H arv ard U niv ers ity , S ta n fo rd U niv ers ity , t h e U niv ers ity o f M ic h ig an , an d t h e U niv ers ity o f C alif o rn ia a t B erk ele y ), w hic h v erif ie d a u th ors ’ c re d en tia ls b efo re a llo w in g t h em t o g en era te c o nte n t. H ow ev er, w hen m ost a rtic le s p oste d o n “ au th or v erif ie d ” w ik is w ere c o m pare d w ith o pen i n itia tiv es, s u ch a s W ik ip ed ia , t h ey w ere f o und t o b e s h orte r, t o b e o f e q ual o r l e sse r q uality , a n d t o i n clu de f e w er r e fe re n ces. W ik ip ed ia w as a ls o f o und t o p ro m ote q uality a n d a ccu ra cy m ore a ctiv ely o ver a p erio d o f 9 0 d ay s b ecau se o f c ro w dso urc in g, c o m pare d w ith M ed ped ia , w hic h h ad a c o m para tiv ely r e str ic tiv e e d ito ria l p ro cess. M edia -S harin g S it e s M ed ia -s h arin g s ite s, s u ch a s Y ouT ube, o ff e r a l a rg e s e le ctio n o f s o cia l m ed ia t o ols t h at a re o ptim iz ed f o r v ie w in g, s h arin g, a n d em bed din g d ig ita l m ed ia c o nte n t o n t h e W eb . T hey a ls o p ro vid e f e atu re s t h at a re t y pic ally f o und o n o th er t y pes o f s o cia l m ed ia s ite s, s u ch a s p ro file s, c o nnectio ns, c o m men ts , a n d p riv ate m essa g in g. M ost m ed ia -s h arin g s ite s a re e asy t o u se , p ro vid e f re e b asic a cco unts , a n d a re a ccessib le f ro m b oth d esk to p a n d m obile d ev ic es. In m ed ic in e, m ed ia -s h arin g s ite s c an b e i m porta n t r e so urc es f o r e d ucatio n, c o m munity b uild in g, m ark etin g, a n d b ra n din g. A m ong t h e m ost n ota b le m ed ia -s h arin g s ite s f o r H CPs i s T he D octo rs ’ C han nel ( w ww.t h ed octo rs c h an nel.c o m ), w hic h h osts v id eo s f e atu rin g m ed ic al n ew s, c o ntin uin g m ed ic al e d ucatio n, a n d h ealth c are -re la te d e n te rta in m en t. V ir tu al R ealit y a nd G am in g E nvir o nm en ts M ulti- U se r V ir tu al E nvir o nm en ts ( M UVEs) a re t h re e-d im en sio nal e n vir o nm en ts t h at a llo w u se rs t o i n te ra ct w ith e ach o th er th ro ugh a v ir tu al r e p re se n ta tio n o f t h em se lv es ( k now n a s a n a v ata r). T he a p plic atio n o f M UVEs i n h ealth c a re i s g ro w in g ra p id ly . T hey a re i n cre asin gly b ein g u se d f o r p atie n t e d ucatio n, f o r t h e s im ula tio n o f e p id em io lo gy a n d m ass p ro phyla x is , f o r psy ch oth era p y, f o r s u rg ery , a n d f o r r e se arc h . H ow ev er, t h e f a ct t h at M UVEs a re o fte n p erc eiv ed a s c o m pute r g am es r a th er t h an a s s e rio us c lin ic al t o ols m ay i m ped e t h eir a d optio n b y h ealth c are i n stitu tio ns. M UVEs c an b e c la ssif ie d a s g en era l- p urp ose o r h ealth c are – sp ecif ic . T he m ost w ell- k now n g en era l- p urp ose M UVE i s S eco nd L if e . T his g en era l- p urp ose e n vir o nm en t, h ow ev er, i s o fte n u se d f o r h ealth c are e d ucatio n. O ne s tu dy f o und 6 8 h ealth -re la te d v ir tu al l o catio ns o n S eco nd L if e . T hese i n clu ded t h e C en te rs f o r D is e ase C ontr o l a n d P re v en tio n ( C D C) e d ucatio n c en te r, w hic h 1,21 5 1 17 17 17 17 17 17 17 17 17 17 17 17 17 17 1 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 7/25 aim s t o i n flu en ce t h e r e al- lif e d ecis io n-m ak in g a b ilitie s o f v is ito rs . H ealth c are – sp ecif ic M UVEs a re t y pic a lly u se d f o r o ne purp ose , s u ch a s m ed ic al e d ucatio n ( e .g ., C lin iS pace [ w ww.c lin is p ace.c o m ]), s u rg ic al s im ula tio n ( e .g ., O pen S im [w ww.o pen sim ula to r.o rg ] ), o r p sy ch ia tr ic t r e atm en t ( e .g ., I n W orld S olu tio ns [ w ww.i n w orld so lu tio ns.n et ]). U SES F O R S O CIA L M ED IA IN H EALT H C AR E Pro fe ssio nal N etw ork in g T he m ost p opula r s o cia l m ed ia s ite s f o r p hysic ia n s a re t h ose w here t h ey c an p artic ip ate i n o nlin e c o m munitie s, l is te n t o e x perts , a n d n etw ork a n d c o m munic ate w ith c o lle ag ues r e g ard in g p atie n t i s su es. T he u se o f s o cia l m ed ia b y p harm acis ts a ls o f re q uen tly f o cu se s o n c o m munic atio n w ith c o lle ag ues. T he s o cia l- n etw ork in g p la tf o rm s u se d f o r p ro fe ssio nal n etw ork in g a re o fte n s o le ly a ccessib le a n d s p ecif ic ally c ate r t o p eo ple w ith in t h ese p ro fe ssio ns. B esid es c lin ic al t o pic s, d is c u ssio ns o n t h ese s ite s a d dre ss d iv ers e s u bje cts , s u ch a s e th ic s, p olitic s, b io sta tis tic s, p ra ctic e m an ag em en t, c are er s tr a te g ie s, a n d e v en d atin g i n a m ed ic al e n vir o nm en t. T hey c an a ls o p ro vid e a s u pportiv e e n vir o nm en t f o r H CPs w ho s u bsp ecia liz e. A noth er e x am ple o f p ro fe ssio nal n etw ork in g a m ong H CPs i s c ro w dso urc in g, w hic h i n volv es h arn essin g t h e k now le d ge a n d s k ills o f a c o m munity t o s o lv e p ro ble m s o r t o g ath er i n fo rm atio n a n d o pin io ns. S ocia l m ed ia c an a ls o b e u se d t o c o nnect H CPs i n t h ir d -w orld c o untr ie s w ith s p ecia lis ts i n m ore m ed ic ally a d van ced l o catio ns. F or e x am ple , s u rg ic al p ro ced ure s c an b e s tr e am ed v ia t h e I n te rn et a n d q uestio ns c an b e a sk ed v ia T w itte r i n r e al t im e. T hus, s o cia l m ed ia p ro vid e a n ew c o m munic atio n c h an nel fo r H CPs t o n etw ork p ro fe ssio nally t o s h are a n d e x ch an ge m ed ic al i n fo rm atio n i n w ay s a n d a t a p ace t h at w as n ev er b efo re p ossib le . P ro fe ssio nal E duca tio n T he c o m munic atio n c ap ab ilitie s p ro vid ed b y s o cia l m ed ia a re a ls o b ein g u se d t o i m pro ve c lin ic al e d ucatio n. T he h ig h u sa g e r a te o f s o cia l m ed ia b y 1 8- t o 2 9-y ear- o ld s h as m otiv ate d t h e a d ap ta tio n o f c lin ic al c u rric u la t o r e fle ct t h e c h an gin g h ab its a n d c u ltu re o f i n co m in g s tu den ts . M an y s tu die s h av e d esc rib ed t h e u se o f s o cia l m ed ia t o ols t o e n han ce c lin ic al s tu den ts ’ u nders ta n din g o f co m munic atio n, p ro fe ssio nalis m , a n d e th ic s. U niv ers itie s a re a ls o u sin g s o cia l m ed ia t o r e cru it s tu den ts , t o i n cre ase a ccess t o a cad em ic l ib ra rie s, a n d t o c re ate v ir tu al c la ssro om s a n d o ff ic e h ours , a s w ell a s o th er u niq ue l e arn in g e x perie n ces. S ocia l m ed ia a re a ls o b ein g w id ely i m ple m en te d i n u nderg ra d uate p harm acy c u rric u la . O ne-th ir d o f p harm acy p ro gra m s h av e re p orte d u sin g T w itte r i n s o m e c ap acity . A 2 011 s u rv ey a ls o f o und t h at 3 8% o f p h arm acy f a cu lty m em bers u se F aceb ook f o r te ach in g, w ith h alf r e p ortin g t h at t h ey p la n t o u se s o cia l m ed ia i n t h e f u tu re . I n o ne e x am ple , a n i n str u cto r i n a g eria tr ic p harm aco th era p y c o urs e a t t h e U niv ers ity o f R hode I s la n d u se d F aceb ook t o e n co ura g e c la ss d is c u ssio ns a n d t o c o nnect s tu den ts w ith s e n io r c itiz en s w ho h ad v olu nte ere d t o p artic ip ate i n t h e c o urs e . T his e x perie n ce i m pro ved s tu den t p erc e p tio ns o f o ld er 17 17 9 1 12 17 8 7,15 12 12 7 5 1,5 2 2 1 1 1 1 1 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 8/25 ad ults a n d a ls o i n tr o duced t h e s e n io r c itiz en s t o F aceb ook. A t A uburn U niv ers ity , i n str u cto rs e sta b lis h ed T w itte r h an dle s s o t h at p harm acy s tu den ts c o uld p artic ip ate i n c la ss d is c u ssio ns a n onym ously . B y s e m este r’s e n d, 8 1% o f s tu den ts f e lt T w itte r h ad l e t th em e x pre ss o pin io ns t h ey w ould n’t h av e s h are d o th erw is e , a lth ough 7 1% t h ought t h at T w itte r h ad b een d is tr a ctin g. O nlin e s o cia l m ed ia p la tf o rm s h av e a ls o i n flu en ced t h e e d ucatio nal e x perie n ce f o r n urs e s, w ith o ne s u rv ey r e p ortin g t h at 5 3% o f nurs in g s c h ools a re n ow u sin g t h ese t o ols . F or e x am ple , T w itte r h as b een u se d t o e n han ce t h e c lin ic al d ecis io n-m ak in g s k ills o f nurs in g s tu den ts i n c ritic al c are s itu atio n s. T he s tu den ts v ie w ed v id eo s o f c lin ic al s c en ario s a n d t w eete d t h eir o bse rv atio ns o n t h e patie n t’s c o nditio n f o r i n str u cto r f e ed bac k . O th er u se s o f T w itte r i n n urs in g e d ucatio n i n clu de p ostin g a l iv e s tr e am o f s tu den t in sig hts d urin g c la ss, o r c re atin g a c la ss h ash ta g s o t h at r e so urc es s u ch a s v id eo s, w eb site s, a rtic le s, a n d p hoto gra p hs c o uld b e sh are d . M ed ia s h arin g s ite s s u ch a s Y ouT ube c an a ls o b e u se d i n t h e c la ssro om t o s tim ula te d is c u ssio n, t o i llu str a te a p oin t, o r t o r e in fo rc e a c o ncep t. S tu den ts c an v ie w a v id eo a n d t h en r e sp ond t o q uestio ns t h at p ro m ote c lin ic al r e aso nin g. T he i n co rp ora tio n o f s o cia l m ed ia i n to c lin ic al e d ucatio n h as m et w ith m ix ed r e v ie w s, h ow ev er. C ours e s t h at i n co rp ora te s u ch to ols h av e g en era lly b een p ositiv ely r e ceiv ed , b ut i n s o m e c ase s, s tu den ts h av e r e p orte d f e elin g t h at t h e u se o f F aceb ook f o r te ach in g p urp ose s i s a n i n tr u sio n i n to t h eir s o cia l l iv es. B ala n cin g t h e e n han ced c o m munic atio n o pportu nitie s p ro vid ed b y s o cia l m ed ia w ith t h e d ow nsid e o f i n cre ase d d is tr a ctio n i n a n e d ucatio nal e n vir o nm en t i s a ls o a c h alle n ge. U nfo rtu nate ly , s ta n dard s guid in g t h e a p pro pria te u se o f s o cia l m ed ia t o ols i n e d ucatio n a re i n t h eir i n fa n cy. O rg aniz a tio nal P ro m otio n H ealth c are o rg an iz atio ns, i n clu din g h osp ita ls , h ealth s y ste m s, p ro fe ssio nal s o cie tie s, p harm aceu tic al c o m pan ie s, p atie n t a d vocacy g ro ups, a n d p harm acy b en efit c o m pan ie s, a re u sin g s o cia l m ed ia f o r m an y p urp ose s. U se s i n clu de c o m munic atin g w ith t h e co m munity a n d p atie n ts ; e n han cin g o rg an iz atio nal v is ib ility ; m ark etin g p ro ducts a n d s e rv ic es; e sta b lis h in g a v en ue f o r a cq uir in g new s a b out a ctiv itie s, p ro m otio ns, a n d f u nd-ra is in g; p ro vid in g a c h an nel f o r p atie n t r e so urc es a n d e d ucatio n; a n d p ro vid in g cu sto m er s e rv ic e a n d s u pport. I t h as b een e stim ate d t h at 7 0% o f U .S . h ealth c are o rg an iz atio ns u se s o cia l m ed ia , w ith F aceb ook, T w itte r, a n d Y ouT ube b ein g t h e m ost p opula r. B lo gs a re a ls o u se d b y m an y m ed ic al c en te rs a n d h osp ita ls . S tu die s h av e s h ow n t h at t h is u se o f s o cia l m ed ia c an g re atly e n han ce t h e i m ag e a n d v is ib ility o f a m ed ic al c en te r o r h osp ita l. I n o ne s tu dy, 5 7% o f c o nsu m ers s a id t h at a h osp ita l’s s o cia l m ed ia p re se n ce w ould s tr o ngly i n flu en ce t h eir c h oic e r e g ard in g w here t o g o f o r s e rv ic es. A s tr o ng s o cia l m ed ia p re se n ce w as a ls o i n te rp re te d b y 8 1% o f c o nsu m ers a s b ein g a n i n dic atio n t h at a h osp ita l o ff e rs c u ttin g-e d ge t e ch nolo gie s. I n a n oth er s tu dy, 1 2.5 % o f s u rv ey ed h ealth c are o rg an iz atio ns r e p orte d h av in g s u ccessfu lly a ttr a cte d n ew p atie n ts t h ro ugh t h e u se o f s o cia l m ed ia . 1 1 1 2 2 2 2 2 2 5 5 5 2 6,7 4,8,9,14 2,9 17 2 2 9 9 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 9/25 The r a te o f s o cia l m ed ia a d optio n b y n onp ro fit h ealth c are o rg an iz atio ns i s a ls o i n cre asin g. T he M ay o C lin ic b ecam e a n in te rn atio nal l e ad er i n s u ch e ff o rts w hen i t e sta b lis h ed t h e S ocia l M ed ia H ealth N etw ork ( h ttp ://s o cia lm ed ia .m ay oclin ic .o rg ) i n 2 010. I n i ts m is sio n s ta te m en t f o r t h e n etw ork , t h e c lin ic s a id i t s o ught t o p ro vid e a n “ au th en tic v oic e f o r p atie n ts a n d h ealth c are p ro fe ssio nals , b uild in g r e la tio nsh ip s t h ro ugh t h e r e v olu tio nary p ow er o f s o cia l m ed ia .” T o t h at e n d, t h is i n itia tiv e h as c re ate d a p re se n ce o n F aceb ook, Y ouT ube, a n d T w itte r. I t a ls o p ro vid es a v ast l ib ra ry o f b lo g p osts , p odcasts , c o nfe re n ces, a n d w eb in ars to e n gag e v ario us c o m munity s ta k eh old ers . T he M ay o C lin ic a n d o th er e d ucatio nal h ealth c are i n stitu tio ns h av e a ls o u se d b lo gs to f o ste r p eer- to -p eer l e arn in g a n d t o i m ple m en t n ew p ro to co ls . M an y u niv ers itie s a ls o h av e a b ra n ded Y ouT ube c h an nel, w here v id eo s c an b e s h are d t h ro ugh t h e u niv ers ity ’s s o cia l m ed ia s ite . S ocia l m ed ia a ls o a llo w p harm acie s t o c o m munic ate w ith l a rg e g ro ups o f c u sto m ers s im ulta n eo usly , t o c o nduct s u rv ey s, a n d t o e n ab le p atie n ts t o f e el t h at t h ey a re p art o f a p harm acy c o m munity . M an y p harm acie s u se s o cia l m ed ia t o r e ach o ut t o f o llo w ers a b out p ro ducts , s e rv ic es, d is c o unts , n ew sw orth y e v en ts , a n d h ealth i n fo rm atio n. S ev era l l a rg e p harm acie s a n d i n su re rs h av e pilo te d p ro gra m s t h at p ro vid e p re sc rip tio n r e fill a n d a p poin tm en t r e m in ders v ia s o cia l- m ed ia t e x t m essa g in g. P atie nt C are A lth ough t h ere h as b een a r e lu cta n ce a m ong H CPs t o u se s o cia l m ed ia f o r d ir e ct p atie n t c are , t h is p ra ctic e i s s lo w ly b ein g accep te d b y c lin ic ia n s a n d h ealth c are f a cilitie s. F or e x am ple , G eo rg ia H ealth S cie n ces U niv ers ity h as p ro vid ed p atie n ts w ith a ccess t o a p la tf o rm c alle d W eb V ie w , w hic h a llo w s t h e p atie n ts t o r e ach t h eir d octo rs t o a sk q uestio ns o r t o r e q uest p re sc rip tio n re fills . R ecen t s tu die s h av e f o und t h at p hysic ia n s h av e b eg un t o d ev elo p a n i n te re st i n i n te ra ctin g w ith p atie n ts o nlin e. S om e p hysic ia n s are u sin g s o cia l m ed ia , i n clu din g T w itte r a n d F aceb ook, t o e n han ce c o m munic atio n w ith p atie n ts . A ppro xim ate ly 6 0% o f physic ia n s w ere f o und t o f a v or i n te ra ctin g w ith p atie n ts t h ro ugh s o cia l m ed ia f o r t h e p urp ose o f p ro vid in g p atie n t e d ucatio n a n d health m onito rin g, a n d f o r e n co ura g in g b eh av io ra l c h an ges a n d d ru g a d here n ce, w ith t h e h ope t h at t h ese e ff o rts w ill l e ad t o “ b ette r e d ucatio n, i n cre ase d c o m plia n ce, a n d b ette r o utc o m es.” H ow ev er, o th er s tu die s h av e s h ow n t h at c o nsid era b le r e sis ta n ce s till e x is ts t o u sin g s o cia l m ed ia t o i n te ra ct w ith p atie n ts . I n a s u rv ey o f a p pro xim ate ly 4 80 p ra cti c in g a n d s tu den t p hysic ia n s, 6 8% fe lt i t w as e th ic ally p ro ble m atic t o i n te ra ct w ith p atie n ts o n s o cia l n etw ork s f o r e ith er p ers o nal o r p ro fe ssio nal r e aso ns. E vid en ce i n dic ate s t h at e le ctr o nic c o m munic atio n w ith p atie n ts c an i m pro ve t h eir c are a n d h ealth o utc o m es. S tu die s h av e sh ow n t h at s u pple m en ta l e le ctr o nic c o m munic atio n e m phasiz es p hysic ia n s’ a d vic e a n d i m pro ves a d here n ce f o r p atie n ts w ith c h ro nic d is e ase s. I t m ay a ls o i m pro ve p atie n t s a tis fa ctio n b y i n cre asin g t h e t im e s p en t c o m munic atin g w ith a n d h av in g questio ns a n sw ere d b y t h eir p hysic ia n s. A s u rv ey o f p atie n ts a t a n o utp atie n t f a m ily p ra ctic e c lin ic f o und t h at 5 6% w an te d t h eir 9 9 8,9 8,9 1 7 2 18 18 10 3,7 3 9 3 9 7 7 9,10 10 10 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 10/25 HCPs t o u se s o cia l m ed ia f o r r e m in ders , f o r s c h ed ulin g a p poin tm en ts , f o r d ia g nostic t e st r e su lts , f o r p re sc rip tio n n otif ic atio ns, a n d fo r a n sw erin g g en era l q uestio ns. P atie n ts w ho d id n ot u se s o cia l m ed ia s a id t h ey w ould s ta rt i f t h ey k new t h ey c o uld c o nnect w ith t h eir h ealth c are p ro vid er. P atie nt E duca tio n Socia l m ed ia c an a ls o i m pro ve p atie n ts ’ a ccess t o h ealth c are i n fo rm atio n a n d o th er e d ucatio nal r e so urc es. I n t h e U .S ., e ig ht i n 1 0 I n te rn et u se rs s e arc h f o r h ealth i n fo rm atio n o nlin e, a n d 7 4% o f t h ese p eo ple u se s o cia l m ed ia . T hro ugh s o cia l m ed ia , p atie n ts c an j o in v ir tu al c o m munitie s, p artic ip ate i n r e se arc h , r e ceiv e f in an cia l o r m ora l s u pport, s e t g oals , a n d t r a ck p ers o nal p ro gre ss. P hysic ia n s a re a ls o u sin g s o cia l m ed ia t o p ro m ote p atie n t h ealth c are e d ucatio n. T hey t w eet, m ak e b lo g p osts , r e co rd v id eo s, a n d partic ip ate i n d is e ase -s p ecif ic d is c u ssio n f o ru m s f o cu se d o n p atie n t e d ucatio n. S uch f o ru m s p ro vid e a n i m porta n t o ppo rtu nity f o r p hysic ia n s t o d is tr ib ute e v id en ce-b ase d i n fo rm atio n t o c o unte r i n accu ra te m ate ria l o n t h e I n te rn et. I n s o m e s o cia l m ed ia f o ru m s, t h e p ublic i s p ro vid ed w ith a n o pportu nity t o p artic ip ate i n t h ese d is c u ssio ns. U nlik e o th er h ealth a d vic e t h at a p atie n t m ig ht e n co unte r o nlin e, p hysic ia n s c o uld u se s o cia l m ed ia t o d ev elo p m essa g in g t h at m ay b e m ore l ik ely t o r e so nate w ith a n d b e a c te d o n b y p atie n ts . S om e p hysic ia n s b elie v e t h at s o cia l m ed ia w ould b e p artic u la rly b en efic ia l f o r p atie n ts w ith c h ro nic , r a re , o r f a ta l d is e ase s; w ith q uestio ns a b out m ate rn al o r i n fa n t c are ; o r w ith p ers o nal h ealth – re la te d g oals , s u ch a s w eig ht m an ag em en t. T he d is tr ib utio n o f c re d ib le i n fo rm atio n h as b een p ro ved t o m otiv ate o bse rv ab le b eh av io ra l c h an ges w ith in s o cia l n etw ork s. R ese arc h h as b eg un t o s h ow t h at i n te rv en tio ns b ase d o n s o cia l m ed ia c an p ositiv ely a ff e ct w eig ht l o ss, t o bacco c essa tio n, r is k y s e x ual b eh av io rs , a n d p hysic al a ctiv ity . P atie n ts a re a ls o u sin g s o cia l m ed ia t o c o n nect w ith o th ers a ff e cte d b y s im ila r c o nditio ns. F or e x am ple , t h e s o cia l n etw ork in g s ite P atie n ts L ik eM e ( w ww.p atie n ts lik em e.c o m ) p ro vid es a v en ue f o r p atie n ts t o a ccess i n fo rm atio n, s u ggestio ns, a n d s u pport f ro m oth er p eo ple w ho h av e t h e s a m e d is e ase o r c o nditio n. F aceb ook g ro ups a ls o f re q uen tly f o cu s o n s p ecif ic m ed ic al c o nditio ns. T hese g ro ups a ctiv ely e n gag e i n p eer- to -p eer s u pport a s w ell a s f u nd-ra is in g e ff o rts f o r a ff ilia te d o rg an iz atio ns a n d i n div id uals . P ublic H ealt h P ro gra m s Socia l m ed ia h av e c re ate d v ast g lo bal n etw ork s t h at c an q uic k ly s p re ad i n fo rm atio n a n d m obiliz e l a rg e n um bers o f p eo ple t o f a cilita te g re ate r p ro gre ss t o w ard p ublic h ealth g oals . S ocia l m ed ia c an t h ere fo re b e a p ow erfu l t o ol f o r p ublic e d ucatio n a n d ad vocacy r e g ard in g p ublic h ealth i s su es. S om e s ta te s’ p ublic h ealth d ep artm en ts a re u sin g T w itte r a n d o th er s o cia l m ed ia f o r th ese p urp ose s. 1 5 15 12 5,19 4,19 7 7,15 7 7 8 9 8 8,9 9 12 19 17 8 10 9 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 11/25 O th er p ublic h ealth o rg an iz atio ns u se k ey w ord c o nte n t f ro m T w itte r a n d o th er s o cia l n etw ork s, i n c o m bin atio n w ith l o catio n- tr a ck in g t e ch nolo gie s, t o r e sp ond r a p id ly t o d is a ste rs a n d t o m onito r t h e h ealth a n d w elf a re o f p opula tio ns. T he C D C m ain ta in s an a ctiv e p re se n ce o n T w itte r a n d F aceb o ok t o t r a ck “ tw eets ” t h at m ig ht i n dic ate a f lu o utb re ak a n d t o s h are u pdate s a b out s u ch in cid en ts . T he C D C h as a ls o u se d s o cia l m ed ia t o l o cate a n d m onito r s o urc es a n d s u sp ecte d c ase s o f L eg io nnair e ’s d is e ase . O rg an iz atio ns s u ch a s t h e R ed C ro ss t r a ck T w itte r p osts d urin g n atu ra l d is a ste rs , s u ch a s h urric an es a n d e arth quak es, t o g ath er in fo rm atio n a b out w here t h e g re ate st n eed s a re . C itiz en -re p ort b lo gs h av e a ls o b een m onito re d b y h osp ita ls f o r i n fo rm atio n ab out p ote n tia l m ass c asu alty e v en ts . W hen u se d i n t h is w ay, r e al- tim e s o cia l m ed ia s ite s p ro vid e g re ate r a g ility a n d e n han ced p re p are d ness f o r r e sp onse s t o d is a ste rs a n d p ublic h ealth e m erg en cie s. S ocia l m ed ia s ite s a ls o p ro vid e d is a ste r a n d e m erg en cy re sp onse p ers o nnel w ith a m ean s t o r a p id ly s h are a n d a ccess i m porta n t i n fo rm atio n p ro vid ed b y a g en cie s s u ch a s t h e C D C a n d t h e U .S . P re v en tiv e S erv ic es T ask F orc e. T he w id esp re ad u se o f s o cia l m ed ia c an a ls o i n flu en ce p ublic h ealth b eh av io rs a n d g oals t h ro ugh s o cia l r e in fo rc em en t. B ecau se h um an b ein gs a re a h ig hly s o cia l s p ecie s, t h ey a re o fte n i n flu en ced b y t h eir f rie n ds, a s w ell a s b y f rie n ds o f f rie n ds. O ne e x am ple o f t h e p ow erfu l e ff e ct o f s o cia l m ed ia w as s e en a fte r F aceb ook d ecid ed t o a llo w u se rs t o p ost t h eir o rg an -d onor s ta tu s i n t h eir p ro file . A cco rd in g t o D onate L if e A m eric a, t h e w eek a fte r t h is f e atu re w as i n tr o duced , o nlin e s ta te o rg an -d onor r e g is tr ie s e x perie n ced a 2 3-fo ld s u rg e i n d onor p le d ges t h at w as p re su m ab ly d ue t o t h is s o cia l- n etw ork in g e ff e ct. T H E D AN G ER S O F S O CIA L M ED IA P oor Q ualit y o f In fo rm atio n T he m ain l im ita tio n o f h ealth i n fo rm atio n f o und o n s o cia l m ed ia a n d o th er o nlin e s o urc es i s a l a ck o f q uality a n d r e lia b ility . A uth ors o f m ed ic al i n fo rm atio n f o und o n s o cia l m ed ia s ite s a re o fte n u nknow n o r a re i d en tif ie d b y l im ite d i n fo rm atio n. I n a d ditio n, t h e m ed ic al i n fo rm atio n m ay b e u nre fe re n ced , i n co m ple te , o r i n fo rm al. W hile e v id en ce-b ase d m ed ic in e d e-e m phasiz es a n ecd ota l r e p orts , s o cia l m ed ia t e n d t o e m phasiz e t h em , r e ly in g o n i n div id ual p atie n t s to rie s f o r c o lle ctiv e m ed ic al k now le d ge. S im ila r p ro ble m s e x is t w ith t r a d itio nal o nlin e m ed ia ; h ow ev er, t h e i n te ra ctiv e n atu re o f s o cia l m ed ia m ag nif ie s t h ese i s su es, s in ce a n y u se r c an u plo ad c o nte n t t o a s ite . S ocia l m ed ia u se rs m ay a ls o b e v uln era b le t o b oth h id den a n d o vert c o nflic ts o f i n te re st th at t h ey m ay b e i n cap ab le o f i n te rp re tin g. M easu re s a re a v aila b le t h at m ay b e u se fu l i n a d dre ssin g t h is p ro ble m . H CPs c an g uid e p atie n ts t o c re d ib le p eer- re v ie w ed w eb site s w here t h e i n fo rm atio n i s s u bje ct t o q uality c o ntr o l. T he W orld H ealth O rg an iz atio n i s l e ad in g a r e q uest t o t h e I n te rn et C orp ora tio n f o r A ssig ned N am es a n d N um bers t o e sta b lis h a n ew d om ain s u ff ix t h at w ould b e u se d s o le ly f o r v alid ate d h ealth 8 8 9 8,1 4 17 8 3 8 8 8 8 16 13 ,16 13 1 16 13 10 1 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 12/25 in fo rm atio n. T he i s su an ce o f t h is d om ain s u ff ix w ould b e s tr ic tly r e g ula te d , a n d t h e c o nte n t o f w eb site s w ith t h ese a d dre sse s w ould b e m onito re d t o a ssu re c o m plia n ce w ith s tr ic t q uality c rite ria . T hese d om ain a d dre sse s w ould b e p rio ritiz ed b y s e arc h e n gin es w hen p ro vid in g r e su lts i n r e sp onse t o h ealth -re la te d i n quir ie s. D am age to P ro fe ssio nal Im age A m ajo r r is k a sso cia te d w ith t h e u se o f s o cia l m ed ia i s t h e p ostin g o f u npro fe ssio nal c o nte n t t h at c an r e fle ct u nfa v ora b ly o n H CPs, stu den ts , a n d a ff ilia te d i n stitu tio ns. S ocia l m ed ia c o nvey i n fo rm atio n a b out a p ers o n’s p ers o nality , v alu es, a n d p rio ritie s, a n d t h e fir s t i m pre ssio n g en era te d b y t h is c o nte n t c an b e l a stin g. P erc ep tio ns m ay b e b ase d o n a n y o f t h e i n fo rm atio n f e atu re d i n a s o cia l m ed ia p ro file , s u ch a s p hoto s, n ic k nam es, p osts , a n d c o m men ts l ik ed o r s h are d , a s w ell a s t h e f rie n ds, c au se s, o rg an iz atio ns, g am es, a n d m ed ia t h at a p ers o n f o llo w s. B eh av io r t h at c o uld b e c o nstr u ed a s u npro fe ssio nal i n clu des v io la tio ns o f p atie n t p riv acy ; t h e u se o f p ro fa n ity o r d is c rim in ato ry la n guag e; i m ag es o f s e x ual s u ggestiv en ess o r i n to xic atio n; a n d n eg ativ e c o m men ts a b out p atie n ts , a n e m plo yer, o r a s c h ool. S uch p ublic m is ste p s b y H CPs h av e b een d ocu m en te d , i n clu din g p hysic ia n s t a k in g d ig ita l p hoto gra p hs d urin g s u rg ery , p osin g w ith w eap ons o r a lc o hol, a n d p ostin g “ tw eets ” t h at a re h arm fu l t o a n i n div id ual o r t h e p ro fe ssio n. T he a ir in g o f f ru str a tio ns, o r “v en tin g,” r e g ard in g p atie n ts a ls o o ccu rs i n o nlin e f o ru m s a n d i s n ot r e co m men ded . In fo rm atio n g ath ere d f ro m s o cia l m ed ia c an a ls o b e u se d t o m ak e d ecis io ns r e g ard in g a d m is sio n t o m ed ic al o r p ro fe ssio nal p ro gra m s, s e le ctio n f o r r e sid en cie s, o r e m plo ym en t. E m plo yers a n d r e sid en cy p ro gra m s n ow s e arc h F aceb ook a n d o th er s o cia l n etw ork in g s ite s b efo re h ir in g a p plic an ts . A M ic ro so ft s u rv ey f o und t h at 7 9% o f e m plo yers v ie w o nlin e i n fo rm atio n r e g ard in g pro sp ectiv e e m plo yees, a n d o nly 7 % o f j o b c an did ate s w ere a w are o f t h is p ossib ility . B y m ak in g p ublic p osts , a p ers o n h as w illin gly m ad e i n fo rm atio n a v aila b le f o r a n yone t o v ie w f o r a n y p urp ose . F or s o m e, i t l o gic ally f o llo w s t h at c an did ate s w ho don’t u se d is c re tio n i n d ecid in g w hat c o nte n t t o p ost o nlin e m ay a ls o b e i n cap ab le o f e x erc is in g s o und p ro fe ssio nal j u dgm en t. I t i s n ot u nusu al f o r s o cia l m ed ia u se rs t o b e c o nnecte d t o o verla p pin g n etw ork s o f f rie n ds, f a m ily , a n d c o lle ag ues. S om e u se rs tr y t o k eep t h eir p ers o nal a n d p ro fe ssio nal i m ag es s e p ara te b y c re atin g d if f e re n t a cco unts . T his m ay b e d if f ic u lt t o im ple m en t i n p ra ctic e b ecau se p ers o nal a n d p ro fe ssio nal c o nta cts o fte n o verla p . H ow ev er, m ost s o cia l n etw ork in g s ite s n o w pro vid e p riv acy s e ttin gs t h at a llo w i n div id uals t o c u sto m iz e b oth t h eir p ro file c o nte n t a n d w ho c an v ie w i t. I d eally , a cco unt an d p riv acy s e ttin gs s h ould b e s e t i n a w ay t h at e n ab le s o ne’s n etw ork t o e x pan d w hile l im itin g t h e e x posu re o f i n fo rm atio n t o p eo ple o uts id e o f t h e n etw ork . A ny s e ttin gs m ad e a v aila b le b y t h e s o cia l m ed ia s ite t h at a llo w u se rs t o l a b el d if f e re n t re la tio nsh ip s s o t h at o nly a p pro pria te i n fo rm atio n i s s h are d w ith c erta in g ro ups o r i n div id uals s h ould a ls o b e u se d . H CPs s h ould c o nduct p erio dic s e arc h es f o r t h eir o w n n am es o r o th er i d en tif y in g i n fo rm atio n t o e n su re t h at t h eir s o cia l m ed ia p re se n ce p ro je cts a p ro fe ssio nal i m ag e. 17 19 17 2 11 11 2 1 0 10 2 3 2,12 2 2 11 2,11 ,1 8 11 11 ,1 9 11 11 2 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 13/25 Bre ach es o f P atie nt P riv a cy C oncern s r e g ard in g t h e u se o f s o cia l m ed ia b y H CPs f re q uen tly c en te r o n t h e p ote n tia l f o r n eg ativ e r e p erc u ssio ns r e su ltin g f ro m th e b re ach o f p atie n t c o nfid en tia lity . S uch i n fra ctio ns m ay e x pose H CPs a n d h ealth c are e n titie s t o l ia b ility u nder f e d era l H IP A A an d s ta te p riv acy l a w s. H IP A A, a s m odif ie d b y t h e H ealth I n fo rm atio n T ech nolo gy f o r E co nom ic a n d C lin ic al H ealth ( H IT EC H ) a ct, g overn s t h e perm itte d u se a n d d is c lo su re o f p atie n t i n fo rm atio n b y c o vere d e n titie s, i n clu din g H CPs a n d h osp ita ls . T he H IT EC H a ct d eta ils p riv acy -b re ach n otif ic atio n r e q uir e m en ts a n d e x pan ds v ario us m an date s t o i n clu de b usin ess a sso cia te s. S ectio n 1 3410(d ) ad dre sse s c iv il a n d c rim in al p en altie s f o r v io la tio ns t h at a re b ase d o n t h e n atu re o f t h e v io la tio n, a s w ell a s r e su lta n t h arm . Alth ough t h e u se o f s o cia l m ed ia i s n ’t s p ecif ic ally r e fe re n ced , t h ese t o ols c an c erta in ly p re se n t r is k s u nder H IP A A a n d H IT EC H . An H CP m ay b re ach f e d era l H IP A A/H IT EC H o r s ta te p riv acy l a w s i n a n um ber o f w ay s w hen p ostin g i n fo rm atio n, c o m men ts , p hoto s, o r v id eo s c o ncern in g a p atie n t t o a s o cia l n etw ork in g s ite . W heth er c o m munic atin g w ith o r a b out p atie n ts o n s o cia l m ed ia , b re ach es o f p atie n t c o nfid en tia lity c an r e su lt i n l e g al a ctio n a g ain st a n H CP a n d p ote n tia lly h is o r h er e m plo yer. H ow ev er, it i s i m porta n t t o n ote t h at H IP A A d oes n ot r e str ic t t h e d is tr ib utio n o f m ed ic al i n fo rm atio n t h at h as b een “ d e-id en tif ie d .” In 2 003, t h e D ep artm en t o f H ealth a n d H um an S erv ic es ( H HS) i s su ed t h e H IP A A P riv acy R ule , w hic h p ro vid es t h e f ir s t f e d era l p riv acy s ta n dard s f o r t h e p ro te ctio n o f p atie n t i n fo rm atio n t o b e f o llo w ed b y “ co vere d e n titie s,” s u ch a s H CPs, h osp ita ls , a n d health p la n s. T he H IP A A P riv acy R ule l e v ie s h eav y f in es a n d p ote n tia l c rim in al c h arg es o n t h e u nau th oriz ed d is c lo su re o f in div id ually i d en tifia ble h ealth i n fo rm atio n b y c o vere d e n titie s i n o ra l, p ap er, o r e le ctr o nic f o rm . T he H IP A A P riv acy R ule a ls o in clu des a “ sa fe g uard s s ta n dard ” t h at r e q u ir e s c o vere d e n titie s t o r e aso nab ly p ro te ct p atie n ts ’ h ealth i n fo rm atio n f ro m unau th oriz ed d is c lo su re b y u sin g p hysic a l, a d m in is tr a tiv e, a n d t e ch nic al s a fe g uard s. T he s a fe g uard s ta n dard s a re s o m ew hat fle x ib le f o r e n titie s o f d if f e re n t s iz es a n d r e so urc es. F or i n sta n ce, c o m munic atio n b etw een a p atie n t a n d a n H CP u sin g unen cry pte d e m ail m ig ht b e p erm is sib le , a s l o ng a s o th er r e aso nab le s a fe g uard s a re f o llo w ed . T o c o m ply w ith t h e H IP A A P riv acy R ule , c lin ic al v ig nette s p oste d o n s o cia l m ed ia c o ncern in g p atie n ts m ust h av e a ll p ers o nal id en tif y in g i n fo rm atio n a n d a n y r e v ealin g r e fe re n ces r e m oved . T his “ d e-id en tif ic atio n” c an b e a cco m plis h ed b y c h an gin g o r om ittin g k ey p atie n t d eta ils ( e .g ., n am es, i n su ra n ce o r S ocia l S ecu rity n um bers , d ate o f b ir th , a n d p hoto s), b y a v oid in g t h e desc rip tio n o f r a re m ed ic al p ro ble m s, a n d b y n ot i n clu din g s p ecif ic t im e f ra m es o r l o catio ns w ith out t h e p atie n t’s c o nse n t. H ow ev er, d esp ite t h ese p re cau tio ns, t h ere h av e s till b een m an y w ell- p ublic iz ed i n ad verte n t b re ach es o f t h e H IP A A P riv acy R ule i n volv in g s o cia l m ed ia . P ro te ctin g a p ers o n’s i d en tity w hen w riti n g a b out p atie n ts i s o fte n m ore d if f ic u lt t h an m ig ht b e e x pecte d . A s tu dy o f m ed ic al b lo gs w ritte n b y H CPs f o und t h at i n div id ual p atie n ts w ere d esc rib ed i n 4 2% o f t h e 271 s a m ple s s tu die d . O f t h ese s a m ple s, 1 7% w ere f o und t o i n clu de e n ough i n fo rm atio n f o r p atie n ts t o i d en tif y t h em se lv es o r th eir p ro vid ers , a n d t h re e i n clu ded r e co gniz ab le p hoto gra p hs o f t h e p atie n ts . 5 4,1 5 4 4 4 4 4 4 14 15 15 15 15 15 10 10 ,14 ,15 ,17 15 15 15 15 4 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 14/25 The p atie n t’s c o nse n t i s a c ritic al i s su e t o c o nsid er w hen u sin g s o cia l m ed ia . A n H CP o r h ealth c are o rg an iz atio n m ig ht d ete rm in e w heth er p atie n t p erm is sio n i s n eed ed b y c o nsid erin g t h e p la ce o f p ublic atio n. T he u se o f s p ecif ic H IP A A-c o m plia n t m essa g in g sy ste m s, s u ch a s t h at p ro vid ed w ith in D oxim ity , m ay b e t h eo re tic ally s a fe e v en f o r p atie n t- id en tif y in g i n fo rm atio n, a ssu m in g t h at th e r e cip ie n t h as m ed ic al j u stif ic atio n f o r r e ceiv in g s u ch i n fo rm atio n. H ow ev er, i t i s u ltim ate ly u p t o t h e i n div id ual H CP, t h e pra ctic e, o r t h e o rg an iz atio n t o d ecid e w hen t h ey w ill s e ek p atie n t c o nse n t b efo re p ostin g d e-id en tif ie d c ase d eta ils o nlin e. V io la tio n o f th e P atie nt– H CP B oundary H CPs w ho i n te ra ct w ith t h eir p atie n ts o n s o cia l m ed ia m ay b e v io la tin g t h e p atie n t– H CP b oundary e v en i f p atie n ts i n itia te t h e onlin e c o m munic atio n. A r e cen t s tu dy f o und t h at p atie n ts o fte n e x te n d o nlin e “ frie n d” r e q uests t o t h eir p hysic ia n s o n F aceb ook. H ow ev er, v ery f e w p hysic ia n s r e cip ro cate o r r e sp ond, s in ce i t i s g en era lly t h ought t o b e i ll- a d vis e d f o r a n H CP t o i n te ra ct w ith a p atie n t t h ro ugh a g en era l s o cia l m ed ia f o ru m s u ch a s F aceb ook. I n a d ditio n, o rg an iz atio nal p olic y s ta te m en ts o fte n d is c o ura g e p ers o nal o nlin e c o m munic atio n b etw een H CPs a n d p atie n ts . H CPs s h ould t h ere fo re b eco m e f a m ilia r w ith t h e p riv acy s e ttin gs a n d t e rm s o f a g re em en ts f o r t h e s o cia l m ed ia p la tf o rm s t o w hic h th ey s u bsc rib e s o t h at t h ey c an m ain ta in s tr ic t p riv acy s e ttin gs o n t h eir p ers o nal a cco unts . R ath er t h an “ frie n din g” o r co m munic atin g w ith a p atie n t o n s o cia l m ed ia , H CPs c an s u ggest t h at t h e p atie n t s e t u p a w eb site t h at i s s p ecif ic ally d esig ned f o r posts r e g ard in g m ed ic al e v en ts , s o t h at t h e H CP c an f o llo w t h e u pdate s i n a m ore p ro fe ssio nal m an ner. F or e x am ple , C arin gB rid ge ( w ww.c arin gbrid ge.o rg ) i s a n onpro fit w eb site t h at i s d esig ned t o c re ate a s o cia l m ed ia p re se n ce f o r p atie n ts o n a p ro te cte d , u se r- frie n dly v en ue. P atie n ts c an u se t h eir C arin gB rid ge p ro file f o r t h e p urp ose o f i n te ra ctiv ely c o m munic atin g w ith c o ncern ed f o llo w ers d urin g a h ealth e v en t. P hysic ia n s m ay a ls o v io la te a p atie n t’s p ers o nal b oundary t h ro ugh t h e i n ap pro pria te u se o f i n fo rm atio n f o und o nlin e o r o n s o cia l m ed ia . S in ce s o cia l m ed ia c an p ro vid e a w ealth o f i n fo rm atio n a b out a p atie n t, i t c an b e u se d i n a p ositiv e w ay t o a id c lin ic al c are . T his p ra ctic e, k now n a s “ p atie n t- ta rg ete d G ooglin g,” h as b een d esc rib ed i n m an y m ed ic al s e ttin gs. A necd ota l r e p orts h av e h ig hlig hte d s o m e b en efits t o t h is p ra ctic e ( fo r e x am ple , u sin g i n fo rm atio n f o und o n s o cia l m ed ia t o i d en tif y a n a m nesic e m erg en cy p atie n t o r i n te rv en in g w hen a p atie n t i s b lo ggin g a b out s u ic id e). H ow ev er, t h e p ote n tia l f o r t h e b lu rrin g o f p ro fe ssio nal a n d p ers o nal b oundarie s e x is ts , s in ce t h is p ra ctic e c an a ls o b e s p urre d b y i n ap pro pria te c u rio sity , v oyeu ris m , a n d hab it. A n H CP m ay o bse rv e p osts o r p hoto s o n s o cia l m ed ia s ite s t h at d ep ic t p atie n ts p artic ip atin g i n r is k -ta k in g o r h ealth -a v ers e b eh av io rs . D ig ita lly i n vestig atin g t h e p ers o nal b eh av io rs o f p atie n ts , s u ch a s w heth er t h ey h av e q uit s m okin g o r a re m ain ta in in g a h ealth y d ie t, c o uld t h re ate n t h e t r u st n ee d ed f o r a s tr o ng p atie n t– physic ia n r e la tio nsh ip . T here fo re , i n s u ch i n sta n ces, a n H CP sh ould c o nsid er t h e s o urc e o f t h is i n fo rm atio n a n d u se c lin ic al j u dgm en t t o d ete rm in e w heth er a n d h ow t o r e v eal t h is d is c o very d urin g p atie n t m an ag em en t. 4 1 4 14 14 10 10 4,8 10 10 2 2 2 10 15 10 10 10 ,15 10 10 10 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 15/25 Lic e nsin g Is su es T he u se o f s o cia l m ed ia c an a ls o a d vers e ly a ff e ct a n H CP’s c re d en tia ls a n d l ic en su re . S ta te m ed ic al b oard s h av e t h e a u th ority t o d is c ip lin e p hysic ia n s, i n clu din g i m posin g r e str ic tio ns o r s u sp en din g o r r e v okin g l ic en se s. T hese p en altie s c an b e m ete d o ut f o r unpro fe ssio nal b eh av io r, s u ch a s t h e i n ap pro pria te u se o f s o cia l m ed ia , s e x ual m is c o nduct, b re ach es o f p atie n t p riv acy, t h e a b use o f p re sc rib in g p riv ile g es, a n d t h e m is re p re se n ta tio n o f c re d en tia ls . U .S . l ic en sin g a u th oritie s h av e r e p orte d n um ero us p ro fe ssio nal v io la tio ns b y H CPs o n s o cia l m ed ia t h at r e su lte d i n d is c ip lin ary a ctio n. F or e x am ple , a n e m erg en cy m ed ic in e p hysic ia n w as r e p rim an ded b y t h e R hode I s la n d S ta te B oard f o r “ u npro fe ssio nal c o nduct” a n d w as f in ed a fte r m ak in g c o m men ts o n F aceb ook a b out a p atie n t. T he p hysic ia n d id n ot m en tio n t h e p atie n t’s n am e i n t h e p ost; h ow ev er, s u ff ic ie n t i n fo rm atio n w as i n clu ded t h at a llo w ed o th ers w ith in t h e c o m munity t o i d en tif y t h e p atie n t. M is re p re se n ta tio n o f c re d en tia ls i s o ne o f t h e m ost c o m mon o nlin e v io la tio ns r e p orte d t o s ta te m ed ic al b oard s. P hysic ia n s sh ould b e f a m ilia r w ith t h e r e q uir e m en ts o f s ta te m ed ic al b oard s r e g ard in g o nlin e c o m munic atio ns t o e n su re t h ey d o n ot c o m mit a n y v io la tio ns t h at m ig ht j e o pard iz e t h eir l ic en se . N urs in g b oard s h av e a ls o d is c ip lin ed n urs e s f o r v io la tio ns i n volv in g o nlin e d is c lo su re o f p atie n ts ’ p ers o nal h ealth i n fo rm atio n a n d hav e i m pose d s a n ctio ns r a n gin g f ro m l e tte rs o f c o ncern t o l ic en se s u sp en sio ns. T he p ostin g o f u npro fe ssio nal c o nte n t o n s o cia l m ed ia b y H CP s tu den ts i s a ls o f a ir ly c o m mon. O ne s u rv ey f o und t h at 6 0% o f m ed ic al s c h ool d ean s r e p orte d i n cid en ts i n w hic h stu den ts h ad p oste d i n ap pro pria te c o nte n t o nlin e, i n clu din g p atie n t i n fo rm atio n, i n ap pro pria te l a n guag e, d ep ic tio ns o f i n to xic atio n, an d s e x ually e x plic it m ate ria l. L egal Is su es T he w id esp re ad u se o f s o cia l m ed ia h as i n tr o duced n ew l e g al c o m ple x itie s. A n um ber o f c o nstitu tio nal r ig hts c an b e a p plie d t o t h e u se o f s o cia l m ed ia , s u ch a s f re ed om o f s p eech , f re ed om f ro m s e arc h a n d s e iz u re , a n d t h e r ig ht t o p riv acy ; h ow ev er, t h ese rig hts c an b e s u ccessfu lly c h alle n ged . In 2 009, a U .S . D is tr ic t C ourt u pheld t h e e x puls io n o f a n urs in g s tu den t f o r v io la tin g t h e s c h ool’s h onor c o de b y m ak in g o bsc en e re m ark s a b out t h e r a ce, s e x , a n d r e lig io n o f p atie n ts u nder h er c are . T he c o urt c o nclu ded t h at t h e s c h ool’s h o nor c o de a n d co nfid en tia lity a g re em en t s ig ned b y e ach n urs in g s tu den t g overn ed t h e s ta n dard s o f a ccep ta b le b eh av io r, d is m is sin g t h e s tu den t’s c la im t h at h er r ig ht t o f re ed om o f s p eech h ad b een v io la te d . A s im ila r r u lin g w as m ad e i n a c ase i n w hic h a s tu den t p oste d p ic tu re s o f h ers e lf a s a d ru nken p ir a te o n M yS pace. L eg al c ase s s h ould n ev er b e d is c u sse d o n s o cia l m ed ia b ecau se m ost c u rre n t c ase l a w d ic ta te s t h at s u ch i n fo rm atio n i s “ d is c o vera b le ,” a lth ough t h is m ay d ep en d o n t h e p urp ose f o r w hic h t h e i n fo rm atio n i s s o ught. E ven i f i t i s p oste d an onym ously , v ario us i n vestig ativ e m eth o ds m ay p ote n tia lly b e u se d t o d ir e ctly l in k l e g al i n fo rm atio n t o a s p ecif ic p ers o n o r 4 3,10 3,10 3 3 3,4 15 10 12 3 3 2 2 2 2 2 2,14 14 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 16/25 in cid en t. T he F aceb ook p olic y f o r t h e u se o f d ata i n fo rm s u se rs t h at “ w e m ay a ccess, p re se rv e, a n d s h are y our i n fo rm atio n i n r e sp onse t o a l e g al r e q uest” b oth w ith in a n d o uts id e o f U .S . j u ris d ic tio n. T he p olic y a ls o s ta te s t h at i n fo rm atio n m ay b e s h are d fo r a n um ber o f r e aso ns, i n clu din g t o a id i n vestig atio ns, t o p re v en t f ra u d o r i lle g al a ctiv ity , a n d t o p ro te ct F aceb ook, t h e u se r, o r an yone e ls e . I n fo rm atio n p oste d o n s o cia l m ed ia c an a ls o b e u se d t o p ortr a y — rig htly o r w ro ngly — an i m ag e o f a n i n div id ual’s c h ara cte r i n l a w su its . H CPs c an a ls o e x pose t h em se lv es t o l a w su its i f t h ey r e sp ond t o a q uestio n s e n t v ia s o cia l m ed ia b y p ro vid in g m ed ic al a d vic e. I t h as b een s u ggeste d t h at a l e g ally s o und a p pro ach i n r e sp onse t o r e q uests f o r s u ch a d vic e w ould b e t o s e n d a s ta n dard r e sp onse fo rm t h at: 1 ) i n fo rm s t h e i n quir e r t h at t h e H CP d oes n ot a n sw er o nlin e q uestio ns; 2 ) s u pplie s o ff lin e c o nta ct i n fo rm atio n s o t h at a n a p poin tm en t c an b e m ad e, i f d esir e d ; a n d 3 ) i d en tif ie s a s o urc e f o r e m erg en cy s e rv ic es i f t h e i n quir e r c an not w ait f o r a n a p poin tm en t. I n c ir c u m sta n ces w here a p atie n t– H CP r e la tio nsh ip a lr e ad y e x is ts , i n fo rm ed c o nse n t s h ould b e o bta in ed p rio r t o o nlin e d is c u ssio ns b etw een t h e H CP a n d t h e p atie n t r e g ard in g m ed ic al c are . A c are fu l e x pla n atio n r e g ard in g t h e r is k s o f o nlin e co m munic atio n, e x pecte d r e sp onse t im es, a n d t h e h an dlin g o f e m erg en cie s s h ould b e i n clu ded . T he i n fo rm ed c o nse n t a n d a n y onlin e i n te ra ctio ns s h ould b e d ocu m en te d i n t h e p atie n t’s c h art. P R O FE SSIO NAL G UID ELIN ES F O R T H E U SE O F S O CIA L M ED IA S ocia l M edia G uid elin es Is su ed b y H ealt h C are In stit u tio n s Socia l m ed ia p ose m an y r is k s f o r h ealth c are o rg an iz atio ns t h at c o uld p ote n tia lly a ff e ct t h e s a fe ty a n d s e cu rity o f p atie n t in fo rm atio n, p atie n t c o nse n t, e m plo ym en t p ra ctic es, p hysic ia n c re d en tia lin g a n d l ic en su re , t h e v io la tio n o f H CP–patie n t boundarie s, a n d o th er e th ic al i s su es. T here fo re , i t w ould b e b en efic ia l f o r h ea lth c are o rg an iz atio ns t o e sta b lis h e m plo yee g uid elin es r e g ard in g t h e a p pro pria te u se o f s o cia l m ed ia . A l is t o f p oin ts t h at m ig ht b e a d dre sse d i n o rg an iz atio nal s o cia l m ed ia p olic ie s i s p re se n te d i n T ab le 1 . C onse q uen ces r e g ard in g p olic y v io la tio ns s h ould a ls o b e d efin ed . 14 15 15 15 15 15 15 15 4 3,18 9 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 17/25 Ta ble 1 C oncep ts f o r H ealth C are O rg an iz atio ns’ S ocia l M ed ia P olic ie s A ddre ss d is c rim in atio n, h ara ssm en t, w ro ngfu l t e rm in atio n, l e ak in g o f c o nfid en tia l o r p ro p rie ta ry i n fo rm atio n, d am ag e t o t h e org an iz atio n’s r e p uta tio n, p ro ductiv ity , a n d o th er i s su es. A ddre ss e x pecta tio ns r e g ard in g e m plo yee b eh av io r o uts id e t h e r e alm o f e m plo y m en t. B an , l im it, a n d/o r m onito r e m plo yee a ccess t o t h e I n te rn et a n d/o r t o s o cia l n etw ork in g s ite s. D efin e e m plo yees’ r e sp onsib ilitie s w hen w itn ess in g i n ap pro p ria te u se o f s o cia l m ed ia . D efin e p olic y r e g ard in g t h e u se o f o rg an iz atio nal e m ail a d dre sse s a n d g ra p h ic s o r l o g os. D efin e d is c ip lin ary a ctio ns f o r t h e i n ap pro pria te u se o f s o cia l m ed ia . D esig nate w ho c an a ccess s o cia l m ed ia o n t h e o rg an iz atio n ’s p re m is e s a n d f o r w hat p urp o se . E nsu re t h at m ed ic al s ta ff a n d e m plo yees a ck now le d g e t h at t h ey a re n ot r e p re se n tin g t h e o rg an iz atio n w hen t h ey p ost m ate ria l t o t h eir p ers o nal s o cia l m ed ia s ite s. E nsu re t h at m ed ic al s ta ff a n d e m plo yees d is c lo se a n y c o nflic ts o f i n te re st. E nsu re t h at t h e m ed ic al s ta ff a n d e m plo yees a re f a m ilia r w ith s ta te a n d f e d era l g uid elin es r e g ard in g p atie n ts ’ p riv acy. E nsu re t h at t h e m ed ic al s ta ff a n d e m plo yees i n clu d e a d is c la im er w hen t h ey a re n ot s p eak in g o n b eh alf o f t h e o rg an iz atio n. E nsu re t h at t h e m ed ic al s ta ff , e m plo yees, a n d s tu den ts u nders ta n d t h e n eed t o a d here t o t h e o rg an iz atio n’s s o cia l m ed ia p olic y. R ev is e o r e x pan d c u rre n t p olic ie s r e g ard in g p atie n t c o nse n t a n d t h e p ostin g o f p atie n t i n fo rm atio n o n s o cia l m ed ia . O pen i n a s e p ara te w in dow 4 19 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 18/25 Health c are i n stitu tio ns s h ould a d dre ss t h e r is k s p ose d b y t h e u se o f s o cia l m ed ia i n t h eir e m plo yee p olic ie s. P olic ie s s h ould e n co m pass d is c rim in atio n, h ara ssm en t, w ro ngfu l t e rm in atio n, l e ak in g o f c o nfid en tia l o r p ro prie ta ry i n fo rm atio n, d am ag e t o t h e org an iz atio n’s r e p uta tio n, a n d p ro ductiv ity a s w ell a s o th er i s su es. A h ealth c are o rg an iz atio n m ay a ls o c o nsid er e sta b lis h in g polic ie s t h at i n volv e d is c ip lin ary a ctio ns i n r e sp onse t o e m plo yees’ u se o f t h e I n te rn et, c ellp hones, o r t a b le ts d urin g w ork in g hours . T he e sta b lis h m en t o f s u ch p olic ie s c o uld d im in is h a n um ber o f c o ncern s r e g ard in g t h e o nlin e p ostin g o f p ic tu re s o r o th er p atie n t i n fo rm atio n t h at c o uld v io la te f e d era l o r s ta te p riv acy l a w s o r c o uld d is tr a ct f ro m p atie n t c are . M an y i n stitu tio nal p olic ie s a ls o p ro hib it t h e u se o f w ork e m ail a d dre sse s o n s o cia l m ed ia , r e fle ctin g a c o ncern f o r s e cu rity a n d t h e im porta n ce o f s e p ara tin g p ers o nal a n d p ro fe ssio nal a ctiv itie s. T he u se o f i n stitu tio nal g ra p hic s o r l o gos o n e m plo yees’ p ers o nal so cia l m ed ia p ag es m ay a ls o b e p ro hib ite d . P ote n tia l c o nflic ts o f i n te re st a re a ls o a c o ncern . M ost p olic ie s p ro hib it a rra n gem en ts th at i n volv e t h e e x ch an ge o f m oney f o r o nlin e p ostin gs o r o th er a ctiv itie s, a n d r e q uir e f u ll d is c lo su re w ith d is c la im ers i f s u ch a r e la tio nsh ip e x is ts . S ev era l h ealth c are i n stitu tio ns h av e p olic ie s t h at r e q uir e a s ig ned H IP A A a u th oriz atio n b efo re a n y p atie n t- s p ecif ic i n fo rm atio n m ay b e p oste d o n s o cia l m ed ia . O th er i n stitu tio ns, p artic u la rly m ed ic al s c h ools , h av e e x pan ded t h is c o ncep t t o i n clu de c o nse n t fro m r e se arc h s u bje cts a n d v olu nte ers . I t i s g ood p ra ctic e f o r f a cu lty a t e d ucatio nal i n stitu tio ns t o i n fo rm s tu den ts a b out p ote n tia l c o nse q uen ces f o r v io la tin g t h is a n d o th er s o cia l m ed ia g uid elin es, s in ce s u ch i n fra ctio ns m ay n ot o nly e x pose t h e s tu den t t o a cad em ic o r p ro fe ssio nal d is c ip lin ary a ctio ns b ut c an a ls o v io la te s ta te a n d f e d era l l a w s, r e su ltin g i n c iv il a n d c rim in al p en altie s. A dditio nal i n fo rm atio n r e g ard in g s o cia l m ed ia g uid elin es c an b e f o und i n t h e o nlin e d ata b ase a t h ttp ://s o cia lm ed ia g overn an ce.c o m /p olic ie s . T his r e so urc e i n clu des 2 47 s o cia l m ed ia p olic ie s, m an y f o r h ealth c are i n stitu tio ns or p ro fe ssio nal s o cie tie s, s u ch a s t h e M ay o C lin ic , K ais e r P erm an en te , a n d t h e A m eric an N urs e s A sso cia tio n. S ocia l M edia G uid elin es fo r H CPs Is s u ed b y P ro fe ssio n al O rg aniz a tio n s M an y h ealth c are p ro fe ssio nal s o cie tie s h av e i s su ed g uid elin es f o r t h e u se o f s o cia l m ed ia . I n 2 012, t h e A SH P r e le ase d a s ta te m en t re g ard in g t h e u se o f s o cia l m ed ia b y p harm acis ts . T he A SH P a d vis e d p harm acis ts t o p ro v id e c lin ic al a d vic e o nly i n a d here n ce w ith p ro fe ssio nal s ta n dard s ( i.e ., w hen a c o m ple te h is to ry i s k now n); t o r e co gniz e w hen a p atie n t’s n eed s w ould b e b ette r m et b y oth er m ean s o f c o m munic atio n; t o p ro vid e t im ely a n d a ccu ra te i n fo rm atio n w hen a p pro pria te ; t o r e b ut a n y m is le ad in g in fo rm atio n; t o p ro te ct p atie n t p riv acy ; a n d t o m ain ta in t h e p harm acis t’s r e p uta tio n d urin g a n onym ous o r p ers o nal u se o f s o cia l m ed ia . T he A SH P a ls o r e co m men ded t h at h osp ita ls o r h ealth s y ste m s t h at a llo w t h e u se o f s o cia l m ed ia e sta b lis h b est p ra ctic es i n t h e f o rm o f p olic ie s a n d p ro ced ure s t h at b ala n ce t h e b en efits o f s o cia l m ed ia w ith t h e p ote n tia l r is k s a n d l ia b ilitie s o f s u ch m ed ia . In 2 010, t h e A m eric an M ed ic al A sso cia tio n ( A M A) r e le ase d o ff ic ia l g uid elin es f o r t h e e th ic al u se o f s o cia l m ed ia b y p hysic ia n s. T hese g uid elin es e m phasiz e t h e n eed t o m ain ta in p atie n t c o nfid en tia lity ; t o b e c o gniz an t o f p riv acy s e ttin gs; t o m ain ta in a p pro pria te p atie n t– physic ia n b oundarie s; t o p ro vid e a ccu ra te a n d t r u th fu l i n fo rm atio n; t o a ct w ith c o lle g ia lity ; t o a v oid 1 9 7,19 4 4 7 7 7 7 7 7 2 7,17 17 6 1 6 19 4 8 9 19 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 19/25 an onym ity ; t o d ecla re c o nflic ts o f i n te re st; a n d t o m ain ta in s e p ara te p ers o nal a n d p ro fe ssio nal p ro file s. T he A M A’s p olic y als o r e co m men ds t h at m em bers b e a w are t h at p riv acy s e ttin gs m ay n ot p ro vid e c o m ple te p ro te ctio n a n d t h at a n yth in g p oste d o n th e I n te rn et m ay b e p erm an en tly a v aila b le o nlin e. T he F ed era tio n o f S ta te M ed ic al B oard s ( F A SB ) p ublis h ed a g uid an ce d ocu m en t o n t h e a p pro pria te u se o f s o cia l m ed ia i n m ed ic al p ra ctic e i n 2 011 . T his d ocu m en t e m phasiz es p ro te ctio n o f p atie n t p riv acy a n d c o nfid en tia lity ; p ro fe ssio nalis m a n d t r a n sp are n cy ; th e a v oid an ce o f d is p en sin g m ed ic al a d v ic e o nlin e; a n d t h e c av eat t h at o nce i n fo rm atio n i s p la ced o nlin e, i t c an b e d is tr ib ute d in te rm in ab ly . T he N atio nal C ouncil o f S ta te B oard s o f N urs in g ( N CSB N ) a ls o i s su ed i ts W hite P aper: A N urse ’s G uid e t o t h e U se o f S ocia l M ed ia i n 2 011 . T his d ocu m en t i n clu des p ra ctic al g uid elin es f o r g overn in g t h e a p pro pria te u se o f s o cia l m ed ia i n t h e h ealth c are e n vir o nm en t b y n urs e s. A s u m mary o f c o ncep ts i n clu ded i n m ost p ro fe ssio nal g uid elin es i s p re se n te d i n T ab le 2 . 4,8,9,1 9 19 14 14 2 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 20/25 Ta ble 2 C om mon G uid elin es f o r t h e U se o f S ocia l M ed ia b y H CPs 7,15 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 21/25 Open i n a s e p ara te w in dow C O NCLU SIO N Con te x t C on cep t C onte n t c re d ib ility S hare o nly i n fo rm atio n f ro m c re d ib le s o urc es. R efu te a n y i n accu ra te i n fo rm atio n y ou e n co unte r. L eg al c o ncern s R em em ber t h at t h e c o nte n t y ou a u th or m ay b e d is c o vera b le . C om ply w ith f e d era l a n d s ta te p riv acy l a w s. R esp ect c o pyrig ht l a w s. L ic en sin g co ncern s K now p ro fe ssio nal l ic en su re r e q uir e m en ts f o r y our s ta te . N etw ork in g pra ctic es D o n ot c o nta ct p atie n ts w ith r e q uests t o j o in y ou r n etw ork . D ir e ct p atie n ts w ho w an t t o j o in y our p ers o nal n etw ork t o a m ore s e cu re m ean s o f c o m munic atio n o r t o y our pro fe ssio nal s ite . P atie n t c are A void p ro vid in g s p ecif ic m ed ic al a d vic e t o n onpatie n ts . M ak e a p pro pria te d is c lo su re s a n d d is c la im ers r e g ard in g t h e a ccu ra cy, t im elin ess, a n d p riv acy o f e le ctr o nic c o m munic atio ns. P atie n t p riv acy A void w ritin g a b out s p ecif ic p atie n ts . M ak e s u re y ou a re i n c o m plia n ce w ith s ta te a n d f e d era l p riv acy l a w s. O bta in p atie n t c o nse n t w hen r e q uir e d . 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 22/25 When u se d w is e ly a n d p ru den tly , s o cia l m ed ia s ite s a n d p la tf o rm s o ff e r t h e p ote n tia l t o p ro m ote i n div id ual a n d p ublic h ealth , a s w ell a s p ro fe ssio nal d ev elo pm en t a n d a d v an cem en t. H ow ev er, w hen u se d c are le ssly , t h e d an g ers t h ese t e ch nolo gie s p ose t o H CPs a re f o rm id ab le . G uid elin es i s su ed b y h ealth c are o rg an iz atio ns a n d p ro fe ssio nal s o cie tie s p ro vid e s o und a n d u se fu l prin cip le s t h at H CPs s h ould f o llo w t o a v oid p itf a lls . G lo ssa ry 1 1 8 1 5 7, 1 7 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 23/25 App A s o ftw are p ro gra m t h at p erfo rm s a s p ecif ic f u nctio n t h at i s u se d o n a c o m pute r o r m obile d ev ic e. A vata r A g ra p hic o r i llu str a tio n t h at r e p re se n ts a p artic u la r p ers o n i n a c o m pute r g am e o r o n a n I n te rn et s ite . B lo g A n i n te ra ctiv e w eb site , o r p art o f a w eb site , m ain ta in ed b y a n i n div id ual, a g ro up o f i n div id uals , o r a n o rg an iz atio n t h at p osts r e g ula r e n tr ie s o f c o m men ta rie s a n d e v en ts . C ro w dso urc e H arn essin g t h e k now le d ge b ase a n d s k ill s o f a n e x te rn al c o m munity f o r t h e p urp ose o f c o lla b ora tiv ely s o lv in g pro ble m s, s h arin g k now le d ge, o r g ath erin g o pin io ns. D ir e ct m essa g e P riv ate m essa g es b etw een T w itte r u se rs . H an dle T he u niq ue u se r n am e s e le cte d b y a T w it te r u se r. I t i s d esig nate d b y a n “ @ use rn am e” i d en tif ie r. H ash ta g T he # s y m bol u se d i n f ro nt o f k ey w ord s t o i n dex a n d m ak e t h e t o pic o f a t w eet s e arc h ab le . L is t P ublic ly o r i n div id ually c u ra te d g ro ups o f T w itte r u se rs . M ic ro blo g A W eb s e rv ic e t h at a llo w s s u bsc rib ers t o s e n d s h ort m essa g es t o o th er s u bsc rib ers . P odcast A udio o r a u dio vis u al c o nte n t t h at c an b e d ow nlo ad ed t o a c o m pute r o r m obile d ev ic e f o r l a te r p la y back . R e-tw eet T he r e d is tr ib utio n o f a t w eet f ro m a n oth er u se r o n T w itte r t o a u se r’s p ers o nal n etw ork . T ag s N am es o r k ey w ord s a d ded t o b lo g p osts o r p hoto s. T im elin e A r e al- tim e l is t o f p osts o n F aceb ook. T w eet A T w itte r m essa g e, w hic h b y d efin itio n m ust b e n o m ore t h an 1 40 c h ara cte rs . W ik i A c o lla b ora tiv e w eb site t h at c an b e d ir e c tly e d ite d b y a n yone w ith a ccess t o t h e s ite . R EFE R EN CES 1. G rin dro d K , F org io ne A , T su yui R T, e t a l. P harm acy 2 .0 : a s c o pin g r e v ie w o f s o cia l m ed ia u se i n p harm acy. R es S ocia l A dm P harm . 2 014; 10 (1 ):2 56–270. [P ubM ed ] [G oogle S ch ola r ] 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 24/25 2. P eck J L . S ocia l m ed ia i n n urs in g e d ucatio n: r e sp onsib le i n te g ra tio n f o r m ean in gfu l u se . J N urs E duc. 2 014; 19 :1 –6. [P ubM ed ] [G oogle S ch ola r ] 3 . C hau han B , G eo rg e R , C off in J . S ocia l m ed ia a n d y ou: w hat e v ery p hysic ia n n eed s t o k now . J M ed P ra ct M an ag e. 2 012; 28 (3 ):2 06–209. [P ubM ed ] [G oogle S ch ola r ] 4 . L am bert K M , B arry P , S to kes G . R is k m an ag em en t a n d l e g al i s su es w ith t h e u se o f s o cia l m ed ia i n t h e h ealth care s e ttin g. J H ealth c R is k M an ag . 2 012; 31 (4 ):4 1–47. [P ubM ed ] [G oogle S ch ola r ] 5 . V on M uhle n M , O hno-M ach ad o L . R ev ie w in g s o cia l m ed ia u se b y c lin ic ia n s. J A m M ed I n fo rm A sso c. 2 012; 19 (5 ):7 77–781. [P M C f re e a rtic le ] [P ubM ed ] [G oogle S ch ola r ] 6 . A SH P s ta te m en t o n u se o f s o cia l m ed ia b y p harm acy p ro fe ssio nals . A vaila b le a t: w ww.a sh p.o rg /D ocL ib ra ry /B estP ra ctic es/A uto IT StS ocia lM ed ia .a sp x . A ccesse d M arc h 3 0, 2 014. [ P ubM ed ] 7 . D iz o n D S, G ra h am D , T hom pso n M A, e t a l. P ra ctic al g uid an ce: T he u se o f s o cia l m ed ia i n o nco lo gy p ra ctic e. J O nco l P ra ct. 2 012; 8(5 ):1 1 4–124. [P M C f re e a rtic le ] [P ubM ed ] [G oogle S ch ola r ] 8 . G eo rg e D R, R ovnia k L S, K ra sc h new sk i J L . D an gers a n d o pportu nitie s f o r s o cia l m ed ia i n m ed ic in e. C lin O bste t G yneco l. 2 013; 56 (3 ):4 53–462. [P M C f re e a rtic le ] [P ubM ed ] [G oogle S ch ola r ] 9 . H ouse h M . T he u se o f s o cia l m ed ia i n h ealth care : o rg an iz atio nal, c lin ic al, a n d p atie n t p ers p ectiv es. S tu d H ealth T ech nol In fo rm . 2 013; 183 :2 44–248. [P ubM ed ] [G oogle S ch ola r ] 1 0. F arn an J M , S nyder S L , W ors te r B K , e t a l. O nlin e m ed ic al p ro fe ssio nalis m : p atie n t a n d p ublic r e la tio nsh ip s: p olic y s ta te m en t fro m t h e A m eric an C olle g e o f P hysic ia n s a n d t h e F ed era tio n o f S ta te M ed ic al B oard s. A nn I n te rn M ed . 2 013; 158 (8 ):6 20–627. [P ubM ed ] [G oogle S ch ola r ] 1 1 . B ern hard t M , A lb er J , G old R S. A s o cia l m ed ia p rim er f o r p ro fe ssio nals : d ig ita l d o’s a n d d on’ts . H ealth P ro m ot P ra ct. 2 014; 15 (2 ):1 68–172. [P ubM ed ] [G oogle S ch ola r ] 1 2. M acM illa n C . S ocia l m ed ia r e v olu tio n a n d b lu rrin g o f p ro fe ssio nal b oundarie s. I m prin t. 2 013; 60 (3 ):4 4–46. [P ubM ed ] [G oogle S ch ola r ] 1 3. P ir ra g lia P A , K ra v itz R L. S ocia l m ed ia : n ew o pportu nitie s, n ew e th ic al c o ncern s. J G en I n te rn M ed . 2 012; 28 (2 ):1 65–166. [P M C f re e a rtic le ] [P ubM ed ] [G oogle S ch ola r ] 1 4. F ogels o n N S, R ubin Z A , A ult K A. B ey on d l ik es a n d t w eets : a n i n -d ep th l o ok a t t h e p hysic ia n s o cia l m ed ia l a n dsc ap e. C lin O bste t G yneco l. 2 013; 56 (3 ):4 95–508. [P ubM ed ] [G oogle S ch ola r ] 7/22/2020 Social Media and Health Care Professionals: Benefits, Risks, and Best Practices https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/ 25/25 15. C hre tie n K C, K in d T . S ocia l m ed ia a n d c lin ic al c are : e th ic al, p ro fe ssio nal, a n d s o cia l i m plic atio ns. C ir c u la tio n. 2013; 127 (1 3):1 413–1421. [P ubM ed ] [G oogle S ch ola r ] 1 6. M oorh ead S A , H azle t D E, H arris o n L , e t a l. A n ew d im en sio n o f h ealth c are : s y ste m ic r e v ie w o f t h e u se s, b en efits , a n d lim ita tio ns o f s o cia l m ed ia f o r h ealth c are p ro fe ssio nals . J M ed I n te rn et R es. 2 013; 15 (4 ):e 8 5. [P M C f re e a rtic le ] [P ubM ed ] [G oogle S ch ola r ] 1 7. G ra ja le s F J, S hep s S , H o K , e t a l. S ocia l m ed ia : a r e v ie w a n d t u to ria l o f a p p lic atio ns i n m ed ic in e a n d h ealth c are . J M ed In te rn et R es. 2 014; 16 (2 ):e 1 3. [P M C f re e a rtic le ] [P ubM ed ] [G oogle S ch ola r ] 1 8. O ’H ara B , F ox B J, D onah ue B . S ocia l m ed ia i n p harm acy : h eed in g i ts c all, l e v era g in g i ts p ow er. J A m er P harm A sso c. 2 013; 53 (6 ):5 61–564. [P ubM ed ] [G oogle S ch ola r ] 1 9. C hild s L M , M artin C Y. S ocia l m ed ia p ro file s: s tr ik in g t h e r ig ht b ala n ce. A m J H ealth S yste m P harm . 2 012 D ec; 6 9 (2 3):2 044– 2050. [P ubM ed ] [G oogle S ch ola r ] 2 0. M ed ic al D ir e cto rs F oru m . A vaila b le a t: w ww.m ed ic ald ir e cto rs fo ru m .s k ip ta .c o m . A ccesse d M ay 9 , 2 014. 21. H asty R T, G arb alo sa R C, B arb ato V A , e t a l. W ik ip ed ia v s. p eer- r e v ie w ed m ed ic al l ite ra tu re f o r i n fo rm atio n a b out t h e 1 0 m ost c o stly m ed ic al c o nditio ns. J A m O ste o path A sso c. 2 014; 11 4 (5 ):3 68–373. [P ubM ed ] [G oogle S ch ola r ] A rtic le s fr o m Pharm acy a nd T hera peutic s a re p ro vid ed h ere c o urte sy o f M ed iM ed ia , U SA
Overview: For Milestone Two, you will establish the context for your healthcare product or service, and analyze the market. To establish the context, you will describe the industry segment, describe y
HMC 325 5-2 Final Project Milestone Two: Draft of Context and Market Analysis Overview: For Milestone Two, you will establish the context for your healthcare product or service and analyze the market. To establish the context, you will describe the industry segment, describe your target markets, and specify the marketing goals and objectives. In analyzing the market, you will conduct a strengths, weaknesses, opportunities, and threats (SWOT) analysis, assess the competitors in the market, and determine the current market position. Prompt: Establish the context for your healthcare product or service and analyze the market. Specifically, the following critical elements must be addressed: II. Establish the Context A. Determine the marketing goals of your initiative. You should develop at least three specific objectives that apply best practices and align to the organizational mission and vision. B. Analyze the industry segment for your healthcare product or service. Include all relevant details related to population segment and demographics, market size, psychographic or health status segmentation, regulatory influences, payer mix, and key success factors. C. Identify and describe your target markets. Be sure to include all relevant details related to their demographics, characteristics, preferences, and consumer behaviors. In any area where you are lacking critical information, explain the type of data that you would collect to fully understand your target markets. III. Market Analysis A. Conduct a SWOT analysis for your selected healthcare product or service. Be sure to thoroughly analyze the strengths, weaknesses, opportunities, and threats by including at least three items in each category. B. Assess your organization’s competitors using specific supporting examples. You should address at least two competitors and discuss at least three strengths and weaknesses for each. C. Based on your SWOT and competitor assessment draw informed conclusions about your organization’s current market position and justify your claims with specific supporting examples. Guidelines for Submission: Your draft must be submitted as a 4- to 5-page Microsoft Word document with double spacing, 12-point Times New Roman font, one-inch margins, and at least three sources cited in APA format.
Overview: For Milestone Two, you will establish the context for your healthcare product or service, and analyze the market. To establish the context, you will describe the industry segment, describe y
7/22/2020 Medicare Program – General Information | CMS https://www.cms.gov/Medicare/Medicare-General-Information/MedicareGenInfo/index 1/3 Hom e > Medic a re > M edic a re P ro gra m – G enera l In fo rm atio n S earc h M ed ic are P ro gra m – G en era l In fo rm atio n M ed ic are is a h ealt h in su ra n ce p ro gra m f o r: P eople a ge 6 5 o r o ld er. P eople u nder a ge 6 5 w ith c e rta in d is abilit ies. P eople o f a ll ages w ith E nd-S ta ge R enal D isease ( p erm anent k id ney fa ilu re r e quirin g dia lysis o r a k id ney tr a nsp la nt) . M ed ic are h as d if fe re n t p arts t h at h elp c o ver s p ecif ic s erv ic es: M ed ic are P art A ( H osp it a l In su ra n ce) – P art A h elp s c o ve r in patie nt c a re in h osp ita ls , in clu din g crit ic al a cce ss h osp ita ls , a nd s kille d n urs in g fa cilit ies ( n ot c u sto dia l o r lo ng-te rm c a re ). It a ls o h elp s co ve r h osp ic e c a re a nd s o m e h om e h ealth c a re . B enefic ia rie s m ust m eet c e rta in c o nditio ns t o g et th ese b enefit s. M ost p eople d on’t p ay a p re m ium fo r P art A b eca use th ey o r a s p ouse a lre ady p aid fo r it th ro ugh th eir p ayro ll ta xe s w hile w ork in g. M ed ic are P art B ( M ed ic al In su ra n ce) – P art B h elp s c o ve r d octo rs ‘ s e rv ic es a nd o utp a tie nt c a re . It a ls o c o ve rs s o m e o th er m edic al se rv ic es th at P art A d oesn ‘t c o ve r, s u ch a s s o m e o f th e s e rv ic es of p hysic al a nd o ccu patio nal th era pis ts , a nd s o m e h om e h ealth c a re . P art B h elp s p ay fo r th e se co ve re d s e rv ic es a nd s u pplie s w hen th ey a re m edic ally n ece ssa ry . M ost p eople p ay a m onth ly pre m ium fo r P art B . M ed ic are P art D ( P re scrip tio n D ru g C overa g e) – M edic are p re scrip tio n d ru g c o ve ra ge is a va ila ble to e ve ry o ne w ith M edic are . T o g et M edic are p re scrip tio n d ru g c o ve ra ge, p eople m ust jo in a p la n a ppro ve d b y M edic are th at o ff e rs M edic a re d ru g c o ve ra ge. M ost p eople p ay a m onth ly pre m ium fo r P art D . If y o u’re a p ers o n w ith M edic are o r h elp a p ers o n w ith M edic are , v is it M edic are .g ov to fin d m ore in fo rm atio n a bout M edic are . R ela te d L in ks 7/22/2020 Medicare Program – General Information | CMS https://www.cms.gov/Medicare/Medicare-General-Information/MedicareGenInfo/index 2/3 Help w ith F ile F orm ats a nd P lu g-In s M edic are W ebsite B enefic ia ry N otic es In itia tiv e ( B N I) M edic are A ppro ve d F acilit ies/T ria ls/R egis tr ie s M edic are H ealth S upport ( fo rm erly C CIP ) Te le health P re scrip tio n D ru g C ove ra ge – G enera l In fo rm atio n Page L ast M odifie d: 11 /1 3/2 019 0 5:5 1 P M Home A fe dera l g ove rn m ent w ebsite m anaged a nd p aid fo r b y th e U .S . C ente rs fo r M edic are & M edic aid S erv ic es. 7 500 S ecu rit y B oule va rd , B altim ore , M D 2 1244 Receive Email Updates ty p e y o ur e m ail here S ubm itS ubm it 7/22/2020 Medicare Program – General Information | CMS https://www.cms.gov/Medicare/Medicare-General-Information/MedicareGenInfo/index 3/3 Connect w it h C M S