Usage of Social Media in Healthcare

Social media is the future of communication, is changing the face of the healthcare

sector rapidly and is impacting the way this sector interacts. It is a collective of online communications channels, dedicated to community-based input, interaction, content-sharing and collaboration. The different types of social media

channels used in the healthcare sector attracts specific audiences for different purposes.

Healthcare professionals need to understand that social media presents itself with great opportunities and benefits to embrace, such as reaching and communicating

with the patients and the public, engaging in health-related discussions and networks, and increase awareness of the various healthcare services available.

However, social media also has potential risks involved and can be detrimental to the overall practices’ reputation as well as both the patient and public’s trust and confidence.

“60% of doctors say social media improves the quality of care

delivered to patients.” (Source: Demi & Cooper Advertising and DC Interactive Group)

“31% of health care professionals use social media for professional networking.”

(Source: MedTechMedia)

It is important to remember that anything that a practice posts on social media is immediately in the public domain and can be easily copied and redistributed without the practice’s knowledge or consent. You should presume that everything

that you share online will be there permanently and widely available.

With regards to posting content, you will need to ensure that all content has a connection with or is referenced to your practice, and is reviewed and finalised

prior to being posted on the relevant social media platforms.

When communicating and advertising your healthcare services publicly, all healthcare professionals must:

1. maintain and protect patient confidentiality,

2. treat colleagues fairly and with respect, 3. maintain a professional boundary between your practice and your patient, 4. ensure the practices’ conduct justifies your patients’ as well as the publics’

trust in the overall profession and what you stand for, 5. ensure the information published is factual and checked,

6. be aware of conflict of interest which may arise from published posts, 7. not exploit patients’ vulnerability or lack of medical knowledge.

Below are some recommendations for you to consider:

1. Set up a clear and structured social media policy and guidelines, which is updated frequently and enforced.

2. Differentiate between personal vs. professional, as posts made in employee’s own time can still impact the practice and its reputation.

3. Adequate training around social media for staff and managers is required, so they are aware of the standards and processes in place.

4. Promptly respond to any issues of harassments, discrimination etc which

arise from social media platforms. 5. Staff must make it clear in personal posts that they are speaking on own

behalf.

It may not be necessary for smaller healthcare practices to have a written social

media policy in place. However, please do note the points outlined above. It is

also good practice to consider electing one individual to be responsible for

overseeing and managing the overall social media activity within your healthcare

practice, so everything is streamlined.

For further information regarding social media, please contact our Marketing & Business

Development Manager, Sandeep Saib, on:

T: 0207 383 7111 E: csd@lockharts.co.uk

W: www.lockharts.co.uk

The content and information provided in this document is for general guidance and information and is not legal

advice. We cannot be held liable for any loss caused by any act or omission as a result of information in this

documentation. If you need more information on the issues discussed or raised, or legal advice in general,

please get in touch with your Lockharts contact.

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