Page 35 - Part 1 Navigating Electronic Media in a Healthcare Setting

SVMIC Navigating Electronic Media in a Healthcare Setting

A copy of the signed authorization must be given to each patient
and a copy must be kept by the covered entity. This authorization

only pertains to HIPAA requirements for the use or disclosure of

patient information. Note that there may be other state/federal
laws that relate to using an individual’s photo, likeness or other

identifying information for promotional purposes.

Online Reputation Management

With the advent of the internet, ordinary users were suddenly
given the ability to communicate their health experiences to

thousands, if not millions, of people almost instantly. This is great if
the information being posted is positive, but not so great if the

reviews are negative. These negative reviews may be posted on

the practice’s website and may also be posted on third party
websites over which the provider has no control. As mentioned

earlier, the internet provides relative anonymity to users and can
appeal to the lesser nature in the user, resulting in harsher

criticisms than would be given in person or with some sort of
accountability provided. What should be done when negative

reviews are discovered about the practitioner or the practice?

“A single negative comment can damage professional
reputation and affect practice growth. Colleagues
need to build a personal brand to protect their

reputation and professional growth.” - Ravi Goel, MD

The AMA Code of Ethics; “Reputation Management,” provides
guidance and states in pertinent part, “Physicians must recognize

that actions online and content posted may negatively affect their

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