Social media can be an effective marketing tool. Still, plastic surgeons must be cautious about sharing before-and-after photos or success stories to ensure that patients' privacy and the security of their data are paramount.
HIPAA and social media marketing
Social media marketing offers plastic surgeons a powerful platform to connect with potential patients, showcase their expertise, and build a reputable online presence. Through social media, surgeons can share before-and-after images, educational content, success stories, and patient testimonials to attract new clients. The primary concern is protecting the privacy and security of patient's health information shared on social media platforms.
The Privacy Rule governs the use and disclosure of patients' protected health information (PHI), requiring plastic surgeons to obtain patient consent before sharing any PHI on social media platforms. The Security Rule mandates that appropriate safeguards be implemented to protect electronic PHI from unauthorized access or breaches.
See also: How to share reproductive information legally and securely
Steps to HIPAA compliant social media marketing
- Obtain patient consent: Before sharing any patient-related content on social media, obtain written consent from the patients involved. Clearly explain how their information will be used and where it will be shared.
- Anonymize content: Always anonymize any before-and-after photos, success stories, or testimonials to prevent patients from being identifiable.
- Create social media policies: Establish clear and comprehensive policies outlining what can and cannot be shared on social media platforms. Regularly update these policies as needed.
- Secure communication channels: Remind staff that social media platforms are not secure for patient communication. Encourage patients to use official, secure communication channels for any medical inquiries.
- Monitor content: Regularly monitor all social media content related to the practice to ensure compliance with HIPAA regulations. Promptly address and remove any inappropriate or potentially privacy-violating content.
- Audit third-party vendors: If using third-party vendors for social media marketing, ensure they comply with HIPAA regulations and protect patient information appropriately.
- Limit access: Restrict access to social media accounts to authorized personnel only, and ensure strong password management practices.
- Disable geotagging: Turn off geotagging features on social media posts to prevent the accidental disclosure of a patient's location or identity.
- Avoid mentioning specific procedures: Refrain from discussing or mentioning specific patient procedures or treatment plans on social media to avoid revealing patient-related information.
- Respond appropriately: If patients reach out with medical inquiries through social media, respond by directing them to use secure communication methods, such as contacting the practice directly or using a secure patient portal.
- Remove inappropriate content: Promptly remove any inappropriate or potentially privacy-violating content shared by other users on the practice's social media pages.
See also: What is the HIPAA right to amend?
American Association for Plastic Surgeons guidance for using social media
Plastic surgeons must strictly adhere to the ASPS Code of Ethics, which prohibits false, fraudulent, misleading, or deceptive communication with the public. All public communications, including social media posts, should use accurate and respectful language and images. Furthermore, when filming surgical videos or content, prioritize patient safety and welfare over everything else. The surgeon should focus on the procedure, and patient care should not be compromised for filming.
See also: HIPAA Compliant Email: The Definitive Guide
Kirsten Peremore
