Marketing Plan

Ethical and Legal Issues Surrounding Social Media and Marketing

Name of the Student

Name of the Affiliate University

Ethical and Legal Issues Surrounding Social Media and Marketing

Question 1: Implementing use of social media in the marketing plan

Social media can be used as a marketing plan in various ways.

Encourage patient discussions

The foundation can use social media forums such as Facebook, Twitter, LinkedIn, and other networking pages to encourage patient discussions (The University of Scranton, n.d.). For example, the foundation post patients’ stories in social media networking pages to raise health awareness such as the fight against cancer. This is known as patient testimonials where the organization will post statements of previously attended patients. The organization should regularly monitor their social media networking sites to respond to patients’ queries in time. Moreover, it will use the pages to ensure fresh and the addition of engaging content to keep the patients motivated and interested.

In the patient testimonials, photos and videos will be posted on the social platforms to accompany the testimonials and statements because of consumer trust and belief increase when they see testimonials of other patients made on a printed material or website such as social media platforms. Moreover, the posts in social media platforms will include photos and videos made by physicians such as dentists which have proved to be highly effective if accompanied by active social media marketing programs such as a one-on-one discussion between patients and physicians on the platforms.

Lastly, the organization will have a page which will display live updates during medical operations and procedures in order to win more trust from patients with similar diseases. Individuals become curious on the way a certain procedure go and such a live update will provide an educational value to them. Moreover, such updates will create public excitement and enhance public awareness of the organization which will attract medical personnel as well as patients.

Question 2: What legal and ethical issues need to be considered when implementing social media as a marketing tool according to HIPAA policies?

The organization should protect the health information of individuals such as demographic data relating to the individual’s past, present or even future health conditions. Therefore, when using social media as a marketing tool for healthcare organizations, they must ensure posting information on platforms do not disclose the physical identity of the person or using other common identifiers.

Secondly, healthcare organizations should inquire about an individual’s consent before posting their information on social media platforms as a way of marketing. They must ask for permission and give the person an opportunity to acquiesce, object, or agree to the use of his information. Disclosure of information must only be done to the best interest of the individual.

According to HIPAA policies, patients have the right to know how their health information is used as well as be made to understand the reasons for certain disclosures of their information (Health Information Privacy, 2013). Therefore, the organization must adhere to HIPAA policies even when marketing via social media forums which might need a display of certain individuals’ information. The organization should still protect and respect the privacy of the individuals whose information is posted on the forums.

References

Health Information Privacy. (2013). 187-What does the HIPAA Privacy Rule do | HHS.gov. Retrieved July 11, 2018, from https://www.hhs.gov/hipaa/for-individuals/faq/187/what-does-the-hipaa-privacy-rule-do/index.html

The University of Scranton. (n.d.). Top 5 Ways Social Media is Used by Healthcare Professionals. Retrieved July 11, 2018, from https://elearning.scranton.edu/resource/business-leadership/top-5-ways-social-media-is-used-by-healthcare-professionals