Understand and Navigate Risk and Exposure in Medical Information Exchange - Health 3.0:The Next Online Generation, Jan25-27 Orlando, FL

1. @ekivemark #Health3
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
#Health3
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.

2. #Health3
Why should social media be important
to healthcare companies?
HealthCare companies tend to be conservative in their outlook.
Social Media looks like the wild, wild west.
Why should they get involved?
Mike Haverhals
CoFounder 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...”
http://healthca.mp @ekivemark
Why Social Media? Here is a question I posted on Quora, the fastest growing Q&A Site. And a
great response I received.

3. #Health3
Who the heck is he?
http://healthca.mp @ekivemark
Yes I am involved on a few Social Media sites. Yes, I publish and participate in social media
from my iPhone.

4. @ekivemark #Health3
http://healthca.mp @ekivemark
Social media grows more powerful...
Yet many plans are almost prohibited from using it.

5. #Health3
3 Things
• Keep it simple
• Empower members and associates
• Put the member in charge
http://healthca.mp @ekivemark
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.

6. @ekivemark #Health3
K.I.S.S.
Keep It Simple - Start by listening.

7. @ekivemark #Health3
P eople
O bjectives
S trategy
T ools
Courtesy: Groundswell
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.

8. @ekivemark #Health3
Be Prepared
The first step when going Social or Mobile is to be prepared. Think about what might go
wrong and plan for it.

9. @ekivemark #Health3
Set the Rules of
Engagement
http://www.usmc.mil/usmc/Pages/SocialMediaGuidelines.aspx
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.

10. @ekivemark #Health3
Develop
Your
Triage Plan
http://www.wired.com/dangerroom/2009/01/usaf-blog-respo/
The USAF has a field manual for web posting responses.

11. @ekivemark #Health3
Time to rethink
relationships
Photo: Tom Cwenar
Relationships are built out of conversations and transactions.

12. @ekivemark #Health3
Transparency
© Absolut_photos | Dreamstime.com © JLProductions.co.uk
Transparency goes hand-in-hand with Trust. We have to work out how to be more open without violating privacy.

13. @ekivemark #Health3
Create a safe sandbox
Follows
Links
Replies
Mentions
Likes
Activity
for Associates to practice in
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.

14. @ekivemark #Health3
Empower
Your Visitors
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.

15. @ekivemark #Health3
Supporting Sharing = Traceability
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.

16. #Health3
We Want It In Our Hands NOW!
Are You Ready?
http://healthca.mp @ekivemark
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?

17. #Health3
Collaboration for Health
http://healthca.mp @ekivemark
Patient - Patient, Patient - CareGiver, Patient - Medical Professional
Contagion 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.

18. @ekivemark #Health3
Pull beats Push
Put the patient in control
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.

19. #Health3
http://healthca.mp @ekivemark

20. #Health3
Mark Scrimshire,
Director, Internet Channel Strategy
mscrimshire@gmail.com
@ekivemark
http://ekive.blogspot.com
http://healthca.mp @ekivemark