Thursday, January 27, 2011

#Health3 Panel discussion on risks in Social Media

 Conference in Orlando Florida.
Here is the panel session outline: 

Panel Discussion: Health Plans and Social Media: The Barriers, Risks, Concerns, and Access Points for Future Trends
This panel will generate discussion around the barriers, risks, and concerns for utilizing social media and new technologies that allow health plans to access their patients. Focus of this discussion will lie on the opportunities to overcome these barriers and how various technologies can help. Members do not open up to their insurer about their conditions until they have to. How can health plans demonstrate good intentions and get members engaged for better health outcomes?

Mark Casazza (MC)
Director of Web Development

Mark Rogers (MR)

Roymi Membiela (RM)
Asst. VP Marketing & Public Relations

Mark Rogers (MR):  make sure you have effective policies about what should and shouldn't be said in e-communications. Don't assume you are anonymous on the internet.  
Don't use abbreviations - there may not be a common understanding of the meaning.
We are starting to see social media and internet commentary from experts being used to support legal positions in court cases.

Q: @endogoddess. Is it a case of being truthful. 

(MR) Basically Yes.

Mark Casazza (MC): Challenged that Geisinger is growing beyond the geography of their clinics. This presents challenges. Many members don't now see a Geisinger Doctor. They are challenged to integrate with many different (EMR) systems. Geisinger is know for their Medical Home model. They are looking to leverage this model on the web. Trust and Transparency is a huge issue. Be prepared to discuss policies in Social Media. Clinics have embraced social media, blogging and facebook etc. 

Partnership with DLife (DIabetes focus) has proved effective. "Cognitive behavioral therapy online. Of the 100 people involved - 75% got actively involved and really liked the program.

Roymi Membiela (RM): Monitor what competitors are saying about the industry and their own brand. You want to get involved in the conversation. Engagement in the conversation reduces the negative commentary.

IT was very technically competent but had no real capability in the social media sphere. We need to reach the Lifecasters.

Created an iPhone app. Pineapple, the logo for Baptist Health is the pineapple. the symbol for hospitality. The iPhone app is Baptist wanted to divert some traffic from ERs to Urgent Care Centers. Focus ERs on critical care. Pine.App shows real time wait times at Urgent Care Centers. Since launching they have seen a reduction of traffic in the ER. This has countered competitor claims about ER wait times.

Q: How to police the true Transparency in Social media. What can we do?

A: (RM) Educating employees on use of Social Media.  You may think you have multiple personae (Private and Professional) but you are one person.  

Q: What are top 3 legal objections to bringing in Social Media

A: (MR) Don't engage one-on-one in a social media setting /  public forum. Still many Docs that engage with patients via unencrypted emails.  Don't talk about patients in Social media. Set expectations - be transparent and make clear the responsibilities for ALL participants (include the members/patients).

Q: How do you engage in public forums where consumers can help each other

A: (MR) If you as a plan are monitoring and engaging then you may want to do that in a secure forum, otherwise stay out of the patient conversations.

Q: Do disclaimers help?

A: (MR)  Patient consent forms are helpful. Take people through a positive acknowledgement of their responsibilities. (RM) teaching employees about Social Media. (MC) Some organizations are presenting Terms and Conditions but also summarizing in simple terms what those terms say.

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