Social Media "Likes" Healthcare: From Marketing To Social Business - Health Research Institute, April 2012 Page 28
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40As healthcare companies and third
Strategies should include a remedia-
an area of excitement, but there’s little
parties start using social media-
tion plan and training needs to be
activity given the industry landscape,”
related information to inform busi-
continual, detailing the consequences
said Bob Rhatigan, senior vice presi-
ness, it’s important to be transparent
of noncompliance on an individual
dent of facial aesthetics at Allergan.
with consumers. Social media can
and company level. Recent HRI
“We can have a very controlled and
present risks such as information
research showed that less than 40%
regulated one-way dialogue, but to
being stolen through online fraud,
of health industry organizations
have a two-way dialogue in social
known as phishing, abbreviated URLs,
surveyed have included social media
media channels is very difficult. This is
data mining of information from
in company privacy trainings.
one of those mechanisms that cannot
8
social networking sites, employees
be optimized to its full potential by
voluntarily disclosing critical busi-
In the HRI survey, pharmaceutical/
pharmaceutical companies without
ness information, and data leakage
life science companies were more
further clarification and guidelines
violating confidentiality mandates.
likely than providers and insurers to
from the FDA.”
For more information on privacy and
report social media as a top privacy/
security of health information, see
security concern (35% compared
8 Old data learns new tricks: Managing
Old data learns new tricks: Managing
to 27% and 21%, respectively). But
patient privacy and security on
a new data-sharing playground,
privacy and security on a new data-
approximately 23% of drug makers
PricewaterhouseCoopers Health
sharing playground.
said they have not begun to address
Research Institute, 2011.
the privacy and security implications
Health industry organizations should
of social media. Intense regulatory
have policies on business and personal
scrutiny of marketing practices and
use of social media. For example, data
stringent adverse-event reporting
should be classified so employees
requirements have made the industry
understand what sensitive informa-
reluctant to assume an active voice
tion is, how it can be used, and who is
in the social media conversation.
authorized to access and share corpo-
Although the industry is keenly aware
rate content. Company policies should
of its obligations when sharing infor-
specify who owns relationships when
mation about products, their uses, and
employees engage in social media
side effects, industry regulators have
as representatives. For example, an
yet to fully define the rules for social
employee working at a pharmaceutical
media engagement. “Social media is
company develops a diabetes website.
The employee becomes “friends” with
doctors who are interested in hearing
8 Old data learns new tricks: Managing
about the latest technology. If the
patient privacy and security on
a new data-sharing playground,
employee leaves the firm, who owns
PricewaterhouseCoopers Health
the physician relationships?
Research Institute, 2011.
26
PwC Health Research Institute
| Social media “likes” healthcare
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