AMA Issues New Policy To Guide Physicians’ Use of Social Media

Today the American Medical Association announced that it has adopted and issued a new policy offering guidance to physicians on the use of social media. The new policy focuses on helping physicians to "maintain a positive online presence and preserve the integrity of the patient-physician relationship."

The press release indicates that the policy encourages physicians to:

• Use privacy settings to safeguard personal information and content to the fullest extent possible on social networking sites.
• Routinely monitor their own Internet presence to ensure that the personal and professional information on their own sites and content posted about them by others, is accurate and appropriate.
• Maintain appropriate boundaries of the patient-physician relationship when interacting with patients online and ensure patient privacy and confidentiality is maintained.
• Consider separating personal and professional content online.
• Recognize that actions online and content posted can negatively affect their reputations among patients and colleagues, and may even have consequences for their medical careers.

UPDATE (11/10/10): Below is a copy of the complete AMA Policy on Professionalism in the Use of Social Media that Jane Sarasohn-Kahn obtained from Katherine Hatwell, AMA Media Relations.

AMA POLICY: PROFESSIONALISM IN THE USE OF SOCIAL MEDIA

The Internet has created the ability for medical students and physicians to communicate and share information quickly and to reach millions of people easily. Participating in social networking and other similar Internet opportunities can support physicians’ personal expression, enable individual physicians to have a professional presence online, foster collegiality and camaraderie within the profession, provide opportunity to widely disseminate public health messages and other health communication. Social networks, blogs, and other forms of communication online also create new challenges to the patient-physician relationship. Physicians should weigh a number of considerations when maintaining a presence online:

(a) Physicians should be cognizant of standards of patient privacy and confidentiality that must be maintained in all environments, including online, and must refrain from posting identifiable patient information online.

(b) When using the Internet for social networking, physicians should use privacy settings to safeguard personal information and content to the extent possible, but should realize that privacy settings are not absolute and that once on the Internet, content is likely there permanently. Thus, physicians should routinely monitor their own Internet presence to ensure that the personal and professional information on their own sites and, to the extent possible, content posted about them by others, is accurate and appropriate.

(c) If they interact with patients on the Internet, physicians must maintain appropriate boundaries of the patient-physician relationship in accordance with professional ethical guidelines just, as they would in any other context.

(d) To maintain appropriate professional boundaries physicians should consider separating personal and professional content online.

(e) When physicians see content posted by colleagues that appears unprofessional they have a responsibility to bring that content to the attention of the individual, so that he or she can remove it and/or take other appropriate actions. If the behavior significantly violates professional norms and the individual does not take appropriate action to resolve the situation, the physician should report the matter to appropriate authorities.

(f) Physicians must recognize that actions online and content posted may negatively affect their reputations among patients and colleagues, may have consequences for their medical careers (particularly for physicians-in-training and medical students), and can undermine public trust in the medical profession.

President-Elect of American Medical Association

Congratulations to Elkins, West Virginia native, Nancy J. Nielsen, M.D., Ph.D., president-elect of the American Medical Association. Dr. Nielsen will only be the second female to hold the position. Another example of a West Virginian making great strides in health care and medicine.

More of the story from today's Charleston Daily Mail. AMA press release dated June 23, 2006.

Scott Shreeve, MD On Sermo and Knowledge Prostitution

Scott Shreeve, MD one of my favorite Health 2.0 thinkers skeptically examines Sermo's business model of incentive pay for physician opinions and gives us non-physicians a glimpse (with screen shots) of how Sermo works in his post, "Change Agents: Knowledge Prostitution."

I've followed and posted about Sermo's development over the last year. Recently Sermo entered into a strategic affiliation with the AMA mashing up the old school health care industry with Health 2.0.

As these new health care business models evolve they raise all sorts of interesting legal questions for health care lawyers. For example, what impact will the recent outing of flea have on the reluctance of physicians to post recommendations/comments on sites like Sermo? Could specific content posts by physicians ultimately be used against them in future litigation to highlight prior inconsistent statements by the physician on a particular course of action or treatment? As Sermo continues to grow what impact will this online collaboration have on the definition of standard of care? How will Sermo respond when it receives a subpeona for records in a pending health care related class action or medical malpractice action? Just a few of the many questions that come to mind.

David Harlow at HealthBlawg looks at some of the same issues and explores others in his post on "the strange case of the arrogant physician, and related musings on the propriety physician blogging and other online behavior. "