Consumers are converging on social media to research health issues, disease information and their health care providers and options. So how should healthcare companies and providers approach social media?
- Think of social as an online elevator. If you wouldn’t say it in an elevator full of patients, don’t say it on social media.
- General health tips are good. But try and share information that goes beyond the usual “eat less, move more” if you want to engage your audience.
- Don’t disclose identifiers. Be careful about disclosing the identity, location, or details of any procedure. If it can be traced back, it will be.
- Humanizing your brand is important. Share your struggles and your successes – this will encourage your followers to trust you.
- Review HIPPA Guidance. Familiarize yourself with the requirements around the privacy and security requirements of the HIPPA guidance and make sure that you have the necessary safeguards built in to your social media policy.
- Keep adequate records. It will be good for corporate governance and protect your firm from litigation.
- Have an appropriate use policy. And make sure your employees know about the company’s social media use policy and are trained on how to execute on it.
- Supervise and monitor communications. Other than official company channels, make sure you are aware of any employees who are using personal social media accounts to talk about your company or your patients.
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