Keeping Up With the … Clinicians?

As use of social media increases, particularly in the health care industry, the risks for legal implications and noncompliance also rise. Numerous federal and state rules and regulations govern communication within the health care industry. One of the main challenges health care organizations face is the protection of the privacy of patient information (ie, HIPAA). To this end, organizations must exhibit that they are managing the activities of employees who have access to patient information (which includes social media use). Institutions planning to use social media also need to ensure that their electronic records are complete, secure, and tamper-proof for record retention and audit purposes. Noncompliance with health care regulations can not only damage the reputation of an institution, it can also impact the bottom line.

In addition, health care providers must consider legal issues related to patient privacy, litigation, and licensing before using social media. Federal and state privacy laws limit providers’ ability to interact with patients through social media, because anything that can be used to identify a patient— including pictures—is protected. Should patient information be revealed through social media without patient authorization, providers would be subject to fines and other penalties. (The table on outlines pros and cons of social media use in health care.)

It’s no wonder some providers are leery of connecting with patients via social media. Many of them, however, have tested the waters by using social networks to connect with colleagues and peers, often sharing medical knowledge and opinions this way.

As social media has evolved, medically focused professional communities have been established. One example is SERMO, a popular, private, physician-only social network. SERMO (www.sermo.com/what-is-sermo/overview) is a virtual doctors’ lounge with more than 800,000 verified and credentialed physician members; it includes physicians from 150 countries, with plans for continued expansion. Another, the Medical Directors Forum (https://medicaldirectorsforum.com/site), is a verified, secure, closed-loop environment for peer-to-peer interaction between medical directors, which features discussion groups, calendar postings, and alerts. Finally, Doximity (www.doximity.com/review) is a social network for physicians, NPs, and PAs, which allows clinicians to call patients (with the physician’s office number displayed on caller ID), review pertinent medical articles, communicate with colleagues, and even fax and/or email documents. Additionally, the American Association of Nurse Practitioners (AANP), the American Academy of Physician Assistants (AAPA), and Clinician Reviews all have accounts on Facebook and Twitter, among other social media sites.

When it comes down to it, if used wisely, social media has the potential to promote individual and public health, as well as professional development and advancement. But carelessness can result in legal, ethical, and logistical issues, causing serious ramifications for the clinician—and possibly even the practice. So, which side of the social media debate are you on? Send your tips—or warnings—about integrating social media into your workplace to PAeditor@frontlinemedcom.com