Healthcare professionals must exercise extreme caution when using social media, as improper postings can lead to serious breaches of patient trust, regulatory violations, and legal consequences.
Social media has become an integral part of modern life, with over 4.9 billion users worldwide, according to Demandsage. Healthcare professionals are no exception, with studies showing that more than 90% of clinical employees under 40 actively use social platforms. Popular sites like Facebook, Instagram, TikTok, and LinkedIn provide opportunities for connection but also pose risks regarding patient privacy.
Professional organizations, such as the American Medical Association (AMA), urge healthcare workers to adhere to privacy regulations, including HIPAA, when engaging online. “[Members] should be cognizant of standards of patient privacy and confidentiality that must be maintained in all environments, including online,” the AMA advises.
Healthcare professionals face risks when posting on social media, often unknowingly breaching patient confidentiality. Common violations include:
The U.S. Department of Health and Human Services (HHS) Office for Civil Rights (OCR) has made it clear that even private groups or messages are not exempt from privacy laws. As OCR Director Melanie Fontes Rainer stated, “The HIPAA Privacy Rule expressly protects patients from this type of activity, which is a clear violation of both patient trust and the law.”
The consequences of violating HIPAA on social media were demonstrated in the case of Manasa Health Center, a New Jersey psychiatry practice. In April 2020, the practice responded to a patient’s negative online review by disclosing the patient’s diagnosis and treatment. OCR’s investigation revealed similar disclosures involving three other patients.
Manasa Health Center paid a $30,000 settlement and agreed to a corrective action plan monitored by OCR. The incident proves the risks of using social media to engage with patients, especially when privacy is compromised.
To mitigate risks and protect patient privacy, healthcare organizations and workers should follow these guidelines:
Beyond HIPAA compliance, social media misuse can damage an organization’s reputation. Even if a post doesn’t explicitly identify a patient, its implications may harm public trust. Technology allows us to connect like never before but also necessitates responsibility. Evaluating potential risks helps ensure compliance with privacy laws and preserves the trust between healthcare professionals and their patients.
Related: HIPAA and social media rules
Connecting with patients on social media is acceptable but requires careful consideration. While HIPAA doesn't directly mention social media, its principles extend to online engagement. Ensure your interactions steer clear of sharing any private health information. Prioritize patient privacy by following this guideline, thereby aligning with HIPAA regulations.
Specialized staff training ensures HIPAA compliant social media use. Cover the elements of HIPAA regulations, emphasizing ongoing education to instill a culture of privacy awareness within the healthcare organization.
Sharing general health information on social media is generally acceptable, but be cautious to prevent inadvertent disclosure of patient-specific details. Avoid using specific examples that could be linked to identifiable individuals.
While it may seem positive, sharing patient stories without their written authorization violates HIPAA. Even seemingly anonymized stories might be identifiable based on specific details. Obtain written consent before sharing any patient information, even for positive testimonials.
See also: Social media & HIPAA compliance: The ultimate guide