MBA-FP6004_McGillivrayKelly_Assessment5-1 PowerPoint

THE SAFETY OF OUR HEALTH

An examination and analysis of the current state

of the safety of digital technology in the healthcare industry

Presented by Kelly McGillivray

Meet Duke University Hospital

(DUH)

Located in Durham, North Carolina

Teaching hospital (Duke University School of Medicine)

Focuses on adult procedures, surgeries, and pediatric specialties

Level 1 Trauma Center

Medical specialists available in a variety of areas 24/7 to treat incoming trauma patients

How does DUH currently use the

Internet and social media?

Facebook

Google Plus

Instagram

Twitter

Mychart (online access

to healthcare and

communication with

providers)

Electronic health

records

What considerations should DUH recognize

for a digital presence in the healthcare

industry in 2016 ?

Digital risk

Virtual extortion, or

ransomware

In February 2016, an

L.A. hospital “had its

internal hospital

computer system shut

down by hackers who

demanded $3.7 million

in ransom,” (Woods,

2016).

What technology is available to DUH to enhance

their digital presence on the Internet and social

media in 2016 and beyond?

Enterprise Cloud Business Intelligence (ECBI) software

ECBI software is revolutionizing the method by which providers maintain current or growing business relationships

With the current method of paper referrals, “up to 50% of patient referrals to never result in a doctor’s visit,” therein creating a chasm in care, which in turn “causes patients to lose treatment, the healthcare facility to lose money, and increases the potential of malpractice lawsuits due to improper hand-offs and lack of audit trails,” (referralmd.com, 2015).

What are the implications of the

Internet and social media for the future

of DUH?

Strengths

Connects patients and

providers

Connects providers to

electronic records,

digitalizing record-keeping

Significant cost-saving as

opposed to maintaining

paper copies of records

What are the implications of the

Internet and social media for the future

of DUH?

Weaknesses

Patient records cannot be accessed without access

to the network, placing patient health in jeopardy of

being held ransom, or inaccessible in case of

weather-related emergencies that render hospitals

without power

Ethical implications regarding unprofessional

content posted by health care providers

Potential for violations of patient confidentiality

Opportunities

Provides an opportunity to share knowledge,

techniques, and treatment plans with other health

care providers.

What are the implications of the

Internet and social media for the future

of DUH?

Threats

Places patients, hospitals, and health care providers

at risk of ransomware

What are the implications of the

Internet and social media for the future

of DUH?

How will global presence impact DUH’s

choices about Internet and social

media use? 31% of healthcare providers

use social media for professional networking (Med Tech Media, 2011).

41% of patients report that social media affects their choice of a healthcare provider, clinic, or hospital (Ottenhoff, 2012).

60% of healthcare providers believe that social media improves the quality of care to patients (Ottenhoff, 2012).

How do healthcare providers use social media

and if not, what are the leading reasons?

Graph 1.1:

Graph 1.2:

Results from a 2014 study performed by MedData, surveying 257 physicians

How can DUH encourage its healthcare providers

to use social media without damaging the

hospital’s brand or inciting liability?

Strategy Recommendation for DUH’s future use of the

Internet and social media (Part 1):

Bolster hospital-wide written policies and procedures

outlining social media use for health care providers by:

Promote a corporate culture of collective accountability

for the brand of the hospital and its reputation

Remain consistent in messaging, utilize a metrics-

based approach to communications and deliver

uniformity in messaging

Strategy Recommendation for DUH’s future use of the Internet and social media (Part 2):

Align the goals of social media and Internet use with the tactics that will be utilized:

Engage with patients on a proactive basis, addressing issues before they escalate

How can DUH encourage its healthcare providers

to use social media without damaging the

hospital’s brand or inciting liability?

Graph 2.1:

References

Cohen, H. (March 27, 2013). Social Media Does Not Drive ROI . Retrieved from http://heidicohen.com/social-media-does-not-drive-roi-research/

Duke Health. (2016). Duke Health. Retrieved from https://www.dukemedicine.org/

Effective Social Marketing Tactics. (2013). [Graph illustration Ascend2 Client Connection Research Survey February 2013]. Social Media: 5 Small Business Lessons. Retrieved from http://heidicohen.com/social-media-5-small-business-lessons-researchcharts/

Ottenhoff, M. (December 17, 2012). Infographic: Rising Use of Social and Mobile in Healthcare. Retrieved from http://thesparkreport.com/infographic-social-mobile-healthcare/

Physician Adoption of Social Media. (2014). [Graph illustration MedData Physician Adoption of Social Media July 8, 2014]. Retrieved from http://www.meddatagroup.com/wp-content/uploads/Social-Media-Infographic_v3.pdf

Referral MD. (2015). 10 Biggest Innovations in Health Care Technology in 2015. Retrieved from https://getreferralmd.com/2015/02/the-10-biggest-innovations-in-health-care-technology-in-2015/

Von Muhlen, M. & Ohno-Machado, L. (July 3, 2012). Reviewing social media use by clinicians. Retrieved from http://jamia.oxfordjournals.org/content/jaminfo/19/5/777.full.pdf

Woods, B. (February 17, 2016). The Hacking Economy: Virtual extortion a big business for cyber criminals. Retrieved from http://www.cnbc.com/2016/02/17/