Moreover, social media is now a vital platform for the medical community, particularly in Virginia, where physicians are trying to establish ties with existing and future patients. But there’s a fine line to ride between sharing useful, interesting stories and breaking HIPAA (Health Insurance Portability and Accountability Act) laws.
Mighty Musketeers helps physicians and any other stakeholders in the healthcare industry to develop social media strategies that meet patients’ needs, are HIPAA-Compliant and respect privacy and law.
Wondering what you should and shouldn’t be posting on social media as a Virginia doctor? This article is the only guide you need. We’ll guide you through HIPAA rules and give you tips on how to be compliant while reaching out via social media to market your medical practice successfully.
1. Understanding HIPAA and Social Media
Before we get into what you can and cannot post, it’s important to know HIPAA so you understand its effect on what you’re doing on social media. HIPAA, or the Health Insurance Portability and Accountability Act, is a federal law that focuses on maintaining the privacy and security of patients’ care and health information. HIPAA violations can carry heavy penalties, from fines to legal action.
Social media-wise, the focus remains on social platforms evolving beyond sharing Protected Health Information (PHI) without the explicit consent of the patient. PHI refers to any information that can be identified, and that relates tosomeone’se health status.
- Medical history
- Test results
- Diagnosis
- Treatment plans
Here at Mighty Musketeers, we assist Virginia-based doctors in developing a social media plan that meets HIPAA standards so your posts are both compliant and attention-grabbing.
2. What You Can Post on Social Media as a Doctor
Granted, HIPAA is rather restrictive, but as a Virginia doctor, there’s still much about which you can brag on social media. Here are some HIPAA-compliant (safe and interesting) ideas for content:
General Health Tips and Information
Feel free to post general health and wellness info that’s pertinent to your clients. For example:
- “5 ways to reduce back pain”
- “Tips for eating healthy for a better heart”
This shared content adds value to your audience and establishes your practice as a valued resource for health care without violating patient privacy.
Patient Education Content
Provide educational content about your services, the procedures, and treatments that you offer. You can post:
- If you have any new treatments or technologies available at your practice
- Common medical conditions and how they can be controlled
- Advantages of preventive care, including check-ups and vaccinations pong.
As long as the content isn’t personally identifiable information, you’re in the clear!
Practice Announcements and Updates
It is completely okay to share news about changes in your practice, including:
- New staff or doctors to your practice
- Adjustment of service hours or suspension of services on holidays
- Any new services or specialization (speciality, if speaking British English) you are providing
These posts help to keep your patients informed and also engage with them in a safe way that doesn’t violate HIPAA.
Patient Testimonials (with Permission)
You can share patient testimonials, but you need to secure written consent from a patient whose feedback is reproduced. Don’t include any personal health information in these testimonials.
We advise at Mighty Musketeers that you implement a process for obtaining written consent from patients before sharing their treatment and or comments.
3. What You Can’t Post on Social Media as a Doctor
While social media is rife with opportunities to interact with patients, these are some rules you should follow in order to remain HIPAA-compliant. Here are factors you can’t post:
Specific Patient Health Information
Never ever put out a patient’s health record without his/her written permission. This includes:
- Test results (such as lab or X-ray)
- Diagnosis details
- Treatment plans
- Any identifying patient information
Yes, you may be trying to tell a success story or promote a new procedure, but never include any specifics about the health of a patient and/or treatment unless you have direct written consent.
Photos or Videos of Patient Without Consent
One of the most frequent types of HIPAA violations patient post photos or videos without written authorization. Always ensure that:
- You also have the patient’s consent in writing prior to sharing photos or videos of them.
- The photo or video does not contain sensitive health information.
- You don’t need to use scripted patient images for posts that don’t require them; it’s OK to use stock photos or placeholder imagery.
Sensitive Health Discussions
Avoid talking about sensitive health topics with an identifier as well, even if you are discussing a general condition. For example:
“One of the patients presented with severe pain because of a diagnosable issue …”
This kind of post could be considered a violation of HIPAA if the patient can be identified. Instead, concentrate on general information that doesn’t reveal whose-the-patient: “Here are 3 treatments if you’re having this type of pain?”
4. Best Practices for HIPAA-Compliant Social Media
Here are a few tips on how to practice the best HIPAA-compliant etiquette for social media.
Use a Social Media Policy
Over at Mighty Musketeers, we encourage all medical practices to have a set social media policy. That’s where a policy declaring what staff can and cannot post on social media comes in handy to stop accidental HIPAA breaches.
Leverage Secure Medium for Patient Communication
As good as social media is for marketing and education, never use it for private patient communication. If patients have to be reached directly, whether it’s about making an appointment or a specific medical issue, doctors and their staff should always do so via secure communication using services that encrypt messages or patient portals.
Stay Updated on HIPAA Guidelines
Regulations regarding social media and HIPAA compliance are changing. It’s a matter of keeping up with any change in guidelines, especially as social media and patient engagement methods expand.
Train Your Staff
Be sure your team is trained on HIPAA and what they should not be posting on social media. Avoid mistakes and reduce the risk of HIPAA violations with frequent training.
5. Engage with Patients Through HIPAA-Compliant Social Media Posts
It is important to be engaging when you share content on social media and still stay within HIPAA guidelines. Here are some engagement strategies:
- Respond to comments and inbox messages in a general fashion. Avoid discussing patient health details.
- Encourage people to share their experiences (with their consent), but never disclose personal details about yourself.
Conclusion
HIPAA-compliant social media marketing is an important part of today’s practices. At Mighty Musketeers, we realize how crucial it is for Virginia physicians to reach patients with privacy and in compliance. So far, we’ve covered how to navigate social media for all of the good reasons in your practice, patient engagement, and service promotion within HIPAA mandates.
FAQs
What is HIPAA, and why is it important for social media?
HIPAA is a federal privacy law that protects patient information. For social media, “that’s really important because you’re not sharing any patient health information without it being completely consensual,” he said.
Can I post patient testimonials on social media?
This is acceptable as long as you have their written consent and do not reveal any private health information.
What should I do if a patient shares sensitive information on my social media?
Remove the post or comment immediately and contact your patient to notify them of your privacy standards.
Can I respond to a patient’s review on social media?
Right, but don’t put people’s private medical information in your answer. Keep it general and respectful.
Is it okay to share general health tips on social media?
Absolutely! Sharing general health tips and educational content is 100% HIPAA-compliant as long as you do not discuss one patient in particular or reference any of their health information.
