Over the summer, the Kentucky Board of Medical Licensure adopted the Model Policy for the Appropriate Use of Social Media and Social Networking in Medical Practice (“Model Policy”) that was issued by the Federation of State Medical Boards (“FSMB”). FSMB created their policy in 2012 to help medical boards provide guidance and education about issues related to social media. The FSMB Model Policy followed the American Medical Association’s (“AMA”) 2010 “Professionalism in the Use of Social Media” policy. Both incorporate the same principles, but the FSMB offers more concrete examples of conduct that should be avoided in social media activity.

The Model Policy is aimed at protecting physicians who use social media and social networking from “unintended consequences.” There has been no shortage of unintended consequences in recent years as the medical profession has embraced social media and networking; in fact, a 2010 survey of Executive Directors at state medical boards in the U.S. revealed that 92% indicated that violations of online professionalism were reported in their jurisdiction. The unintended consequences of social media can lead to real consequences, as even seemingly innocent and inconspicuous postings and interactions can result in costly and serious repercussions. Almost every physician has heard about or seen firsthand someone in the health care field violating HIPAA privacy and confidentiality standards through social media. In addition, inappropriate postings or patient-physician communications can lead to violations of the Kentucky Medical Practice Act, licensing violations, or even fraud and abuse charges (i.e., physicians pay money to third parties to promote their services through online media platforms).

Indeed, social media and social networking is fraught with pitfalls. Luckily, the Model Policy includes easy-to-understand and simple recommendations, including:

• Physicians should only have online interactions with patients when discussing the patient’s medical treatment within the physician-patient relationship, and these interactions should never occur on personal social networking or social media sites.

• It is the physician’s responsibility to ensure that professional networks for physicians, such as Doximity, are secure and that only verified and registered users have access to the information. These websites should be password protected.

• Patient privacy and confidentiality must be protected at all times; physicians should never provide any information that could be used to identify patients (such as room numbers, pictures, or code names).

• Physician employees of health care institutions should be aware that employers may reserve the right to edit, modify, delete, or review Internet communications.

• While moderating any website, physicians should delete inaccurate information or other’s posts that violate the privacy and confidentiality of patients or that are of an unprofessional nature.

Check back with us on Wednesday as we continue the discussion about the Model Policy.