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Mobile & Social Media Information Exchange

Understand and Navigate Risk and Exposure in Medical Information

Exchange

3rd Annual Health 3.0 Conference

Jan 25 - 27, 2011

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I donʼt intend This session to be one filled with legalese. Instead I want to present a practical approach to keeping out of trouble in the Social and Mobile Minefield.

Mike HaverhalsCoFounder of DoctorBase

“Because it's inevitable....

If healthcare companies want to regain control of their own names, they need to get in the mix now and use social media to establish themselves as transparent by authentically engaging patients.  The longer they wait, the deeper the hole gets that they're going to have to climb out of...”

@ekivemarkhttp://healthca.mp

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Why should social media be importantto healthcare companies?HealthCare companies tend to be conservative in their outlook. Social Media looks like the wild, wild west. Why should they get involved?

Why Social Media? Here is a question I posted on Quora, the fastest growing Q&A Site. And a great response I received.

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Who the heck is he?Yes I am involved on a few Social Media sites. Yes, I publish and participate in social media from my iPhone.

@ekivemarkhttp://healthca.mp

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Social media grows more powerful...Yet many plans are almost prohibited from using it.

3 Things

• Keep it simple

• Empower members and associates

• Put the member in charge

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@ekivemarkhttp://healthca.mp

Rather than look at legislation, like the recently passed act in California covering online impersonation - I want to look at an approach to Social and Mobile that will help you stay out of trouble.

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K.I.S.S.

Keep It Simple - Start by listening.

POST

eople

bjectives

trategy

ools

Courtesy: Groundswell

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POST is an approach that starts with the people we are trying to reach, what we want to engage them with. How we can accomplish and measure that engagement and finally, what tools and platforms we will use to reach them.

Be Prepared

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The first step when going Social or Mobile is to be prepared. Think about what might go wrong and plan for it.

Set the Rules of Engagement

http://www.usmc.mil/usmc/Pages/SocialMediaGuidelines.aspx

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1. Be open with the public when declaring what our Corps values and principles are.2. Provide a means for direct invitation of key publics to engage in dialogue (and potentially contrasts or principles).3. Develop methods of engagement to maintain dialogue with key publics.4. Deliberate mirror imaging of actions and the information we communicate.5. Take certain risks with negative public statements and allow for a public forum (your fans) to defend your position.6. Do not over moderate social media networks to the point of disrupting freedom of information and public opinion.7. Manage the Corps’ reputation and relationships built on social networks (by ensuring there are adequate methods to maintain decorum, rules of engagement and site/content

moderation). 8. Provide full disclosure of who you are when engaging in the social media network.

Develop Your

Triage Plan

http://www.wired.com/dangerroom/2009/01/usaf-blog-respo/

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The USAF has a field manual for web posting responses.

Time to rethink relationships

Photo: Tom Cwenar

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Relationships are built out of conversations and transactions.

© Absolut_photos | Dreamstime.com © JLProductions.co.uk

Transparency

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Transparency goes hand-in-hand with Trust. We have to work out how to be more open without violating privacy.

Create a safe sandbox

for Associates to practice in

Follows

Links

Replies

Mentions

Likes

Activity

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Don’t under estimate the power of your Associates. I am currently working on using an internal social media platform to create a peer-rated social media certification.

EmpowerYour Visitors

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Extend your marketing dollars by empowering site visitors. The simple actions of Liking and Sharing can provide powerful ratings as a result of the network effect of the crowd.

Supporting Sharing = Traceability

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Sometimes we have to let go to get more control. Making it easier to share, rather than copy, gives us much greater traceability in order to understand who is consuming our content and in what locations.

@ekivemarkhttp://healthca.mp

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We Want It In Our Hands NOW!

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Are You Ready?

In simple terms - everything that applies in Social Media can be applied in Mobile. Everything is going mobile. We want information at the point of action. The patient in the doctors office, or at the hospital or pharmacy does not have their computer to hand. But they do have their phone. Mobile is no longer an option. Are you ready?

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Collaboration for Health

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Patient - Patient, Patient - CareGiver, Patient - Medical ProfessionalContagion Health’s IMoveYou.com to American Well’s Online Care platform. Social Media is Mobile. Health may be private, Exercise may be solitary but wellness and vitality is often social.

Pull beats Push

Put the patient in control

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Put the patient in control. Health information shouldn’t follow the patient. It should be WITH the patient. When you look at HIPAA regulations life gets a lot simpler when the patient is in charge of the transaction. Our duty is to make it easy for the patient, or their nominee to be in control.

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mscrimshire@gmail.com@ekivemark

http://ekive.blogspot.com

Mark Scrimshire,Director, Internet Channel Strategy

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