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Obtain consent before featuring patients in social media campaigns
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In my last column, I discussed obtaining patient approval for any images or statements that may be used in the office’s social media outreach. Here, I would like to elaborate on a few points.
Many optometric offices have not developed a social media platform for communication – and one that applies the basics of the Health Insurance Portability and Accountability Act (HIPAA). In a nutshell, the biggest concern is privacy. HIPAA prohibits physicians from releasing information about a patient’s treatment and health status, so this could hinder development of patient-centered social media efforts.
Agustin L. Gonzalez
It is possible for you to comply with HIPAA in honing your social media success. First, you must get patient permission in compliance with HIPAA, and this might just be the most difficult part. Make sure you have a form that patients can sign, allowing you to use their images and quotes in your printed or social media material. Patients would be more than happy to appear in your website and social media outreach as long as they know the intention of use. In fact, they might just be the best distributor of information through their own Twitter or Facebook posts once they see themselves on your Facebook page or website. Patients, parents and care givers can post photos of themselves and their stories on your Facebook page, and often the message gets sent out to their friends. This makes a posting on your page an efficient way to reach out to new patients.
If the office holds events such as trunk shows or meet-the-doctor day, make sure the staff members are informed of the need for patient permission for use of photos. Once a photo is taken in the office, ask the people appearing in that picture for their permission to use it. Staff should be aware of potential HIPAA violations and be sure the waiver is signed.
In social media you can be bold. Ask for patient success stories to be posted on your Facebook page, and allow patients, parents and their care givers to post. If the post is patient-initiated, it is allowable under the current HIPAA rules.
Remember, HIPAA is designed to protect patients and their privacy, not limit your social media outreach.
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Disclosure: Gonzalez has no relevant financial disclosures.