OMA Toolkit: Social Media in the Clinical Setting

Whether you want to engage online or not, social media can be used as a tool for anyone.  Using social media in a medical practice can be challenging and also rewarding if done well. There are many aspects to think about around social media, and it can be helpful to have a social media plan and policies in place before engaging on your platforms so anyone within your practice understands the plan as well as the policies to follow.

Here are 5 things to be aware of when you engage on social media:

1. Think twice before you post:  Due to how fast information flows today, the information you share online may end up going farther than anticipated. This is both the positive and potential challenge of social media since postings are essentially in the public domain. As an example, be careful with posting items such as screenshots and ensure that written messages are drafted in a manner to avoid misinterpretation or being taken out of context.
   
   
2. Be wary of patient information, not just HIPAA protected information: If you do share stories of patients online, be aware of the identifiers. Even if you do not use names, it is still possible to figure out who someone is if a scenario was specific enough to a patient. Always obtain permission before using any patient information or likeness like a picture even if their name is not included.
   
   
3. Make sure you have a social media/internet policy at your practice: This will help members of the medical practice understand how they should engage online with others, and also serve as a reminder that even when they are not “at work,” they can still be viewed by others as representing the practice in the community.
   
   
4. Online reviews need special attention to your policies: Addressing A natural impulse might be to respond to negative reviews online to tell your side of the story. That approach easily could lead to breach of privacy allegations. So having policies in place about online reviews is a good idea and try to obtain feedback offline from the individual as a way to resolve a matter or learn from it.
   
   
5. If possible, keep your personal and business accounts separate: You can still engage with personal accounts, but be mindful of what that may show. You may want to have your personal account on a private setting.

Here are some additional resources that can aid you in utilizing social media in effective, appropriate and engaging ways.

Additional Resources

• American Medical Association: Professionalism in the Use of Social Media
  
  
• American Medical Association: Marketing and Branding for Private Practices
  
  
• American Academy of Family Physicians: Hazards of Social Media
  
  
• American Academy of Family Physicians: Social Media Best Practices
  
  
• Washington State Medical Association: Online Media Management

Last updated: October 3, 2023

Disclaimer: This material is for informational purposes only and is not intended to constitute legal advice. The information, examples, and suggestions presented in this material (though reliable) should not be construed as legal or other professional advice. Before applying this information in legal situations, we recommend you consult with legal counsel or other professional advisors.