Best Practices for Using Social Media in Health Care: Maximizing Impact , Mitigating Risk

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This program is sponsored by Manatt  


In a generation more likely to go online to seek health information than see a doctor, social media is playing an increasingly critical role in health care decisions.  Today more than 40 percent of consumers say that the information they read on social media affects how they deal with their health (Source: Mediabistro). But social media’s impact on health care is not limited to the general public.  Two-thirds of doctors use social media for professional purposes (Source: EMR Thoughts)—and 60 percent believe it improves the quality of care they deliver to patients (Source: Demi & Cooper Advertising and DC Interactive Group).

With statistics like these, it’s not surprising that an increasing number of health care entities are incorporating social media into their communications plans. But how can you most effectively harness the power of social media to reach and influence your target audiences?  And how can you be sure you minimize the risks that often accompany an active social media presence?

The faculty presenting this program will answer those crucial questions. First, they will present emerging approaches for using social media to inform and engage both patients and professionals. We will share the most powerful techniques both within health care and from other sectors that have optimized social media as a tool for mobilizing, motivating and involving their targets. Then, the program will take a close-up look at the execution risks—both general and those specific to health care—and provide clear, actionable strategies for protecting your organization. We will examine the full gamut of issues—from  ensuring privacy to avoiding liability to meeting regulatory requirements—and explain how to run a high-impact social media campaign without putting your organization in legal jeopardy.

Educational Objectives
• Explore how patients and providers are using social media in health care—and the role it plays in health care decisions.
• Discover the most effective social media techniques used within health care for both consumer and professional audiences.
• Benefit from the cross-fertilization of ideas, learning how innovations from other sectors can be adapted to health care.
• Examine the issues around the Health Insurance Portability and Accountability Act (HIPAA)—and ensure your social media programs are in compliance.
• Find out how you can avoid liability for content posted by others
• Understand the regulatory requirements around endorsements /testimonials, hashtags, re-tweeting of third-party content and other key challenges—and be prepared to meet them.



Linda Goldstein is a partner with her firm and chairs its Advertising, Marketing & Media Division. She is widely recognized as one of the leading advertising lawyers in the country. Prior to joining Manatt, where she is a partner and chair of the Advertising, Marketing & Media Division, Ms. Goldstein was a partner at the New York law firm Hall Dickler Kent Goldstein & Wood.

Ms. Goldstein represents the world's leading consumer products/services and advertising and marketing companies in advertising, intellectual property and digital media matters. Her practice includes conducting legal compliance reviews of advertising campaigns for brand marketers and agencies, representing clients in false advertising and unfair competition investigations and enforcement actions, advising clients on promotional marketing programs, and negotiating and drafting industry-governing agreements. She has extensive experience representing clients on issues regarding consumer protection, promotions, digital media marketing, online gaming, e-mail and telemarketing, and branded entertainment.

Ms. Goldstein earned a J.D. from New York University School of Law and a B.A., summa cum laude, from the University of Pennsylvania. She is admitted to practice in New York.


Jon Glaudemans is a managing director of Manatt Health Solutions, an interdisciplinary policy and business advisory practice of Manatt, Phelps & Phillips, LLP.  Mr. Glaudemans has more than 30 years of senior leadership experience in health care operations, policy issues management, financial analysis, communications and health insurance.  His areas of focus include insurance regulation, payer-provider market dynamics, provider payment policy, e-health, health plan administration, health disparities and quality improvement initiatives across a variety of care settings.

Mr. Glaudemans formerly worked for the nation's largest nonprofit health care system; as Senior Vice President/Chief Operating Officer of a Washington-based advisory group, a role in which he oversaw a broad array of health policy and business strategy engagements; as Co-Transition Coordinator for the incoming Administrator for the Centers for Medicare and Medicaid Services; and for the U.S. Office of Management and Budget (OMB), where he was intimately involved in Medicare budget, regulatory and legislative initiatives.

Mr. Glaudemans earned an M.P.A. in economics from Princeton University, Woodrow Wilson School and a B.S. from the Massachusetts Institute of Technology.