Doctor's Life Magazine, Tampa Bay Issue 4, 2013

DOCTORâ&#x20AC;&#x2122;SLife www.doctorslifetampabay.com

MAGAZINE

Business Lifestyles and Opportunities Issue 4, 2013 Tampa Bay Edition

EHR and your liability High-Tech

Medical Gadgets

Solutions

Smart Home Smart Office

What’s Inside From the Publisher

A Look at Medical Technology Page 6

Smart Home, Smart Office

Physician Spotlight Dr. Mark Laflamme

Page 8

High-Tech Medicine

Page 22

Page 7

Social Media Prescription Incorporating HIPAA

Page 18

Advertisers Arden Courts The Forte Group Greiner’s Clothing

15 2 15

Hive 12 JCON 11

Managing Your EHR Liability Risk 4

Old Bahama Bay

PNC Bank

Shea Barclay Group Sport Court Tampa Luxury Real Estate

Page 16 Doctor’s Life Tampa Bay

5 9 19

Issue 4, 2013

100 N. TAMPA ST. SUITE 3530 TAMPA, FLORIDA 33602 PHONE: 813-251-2580 FAX: 813-251-2580 WWW.SHEABARCLAY.COM

PROFESSIONALS MAINTAINING YOUR PEACE OF MIND In today’s tumultuous Medical Malpractice insurance market, you need a company that watches out for their clients’ interests. At Shea Barclay Group, our loyalty lies with our clients. We offer you the peace of mind that you have the best coverage available for your practice at the most affordable price. Ask us about the following product offerings: Property • General Liability • Workers’ Compensation • Directors & Officers Coverage Employment Practices Liability • Fiduciary Liability • Product Liability • Cyber Liability Michael P. Shea • mike@sheabarclay.com • Direct: 813-251-2609 • Mobile: 813-385-1352 Michelle Gallagher • mgallagher@sheabarclay.com • Direct: 813-769-2113

From the Publisher

www.doctorslifetampabay.com

n this issue of Doctor’s Life Magazine, we take a look at how technology affects your practice. We showcase some medical high-tech gadgets and solutions that are being used both now and possibly in the near future. As we evolve and embrace technology, it could sometimes come with a risk. With more and more practices making the decision to implement the Electronic Health Record (EHR) system, we learned that although this is a more efficient way of storing patient records, it does come with a risk. We worked with our friends from The Shea Barclay Group to bring awareness of the liability and the knowledge that is needed to protect your practice with the use of this technology. Our Social Media Prescription illustrates 10 ways to use social media with your practice, while still complying with HIPPA. Social media is being used by your patients and your competitors. Social media is not the way of the future; it’s the way of today. Another way of today and the future is the technology of turning your home into a smart home or even better, what about a smart office. If you remember the cartoon series the Jetsons, then you can remember dreaming of how long it would take before we could control just about anything from the push of a button. I learned from spending some time the company Hive, a Tampa-based home automation and security specialist company, that nothing is impossible when it comes to the control of just about anything in your home or office. As Christian Harris, Director of Marketing for Hive stated to us, “The only thing that will hinder us is your budget and creativity.” Inside this issue, the creativity of what is available to you for your home and practice is well painted in the article, “The Cure All, Smart Home-Smart Office.” Doctor’s Life will be opening the doors and discussing the very popular Hormone Replacement Therapy (HRT), weight loss and wellness programs in the next issue, so we found it only fitting to interview Dr. Mark R. Laflamme, Medical Director of the Tampa-based and newly opened Brandon-based Nuviva. They offer all the above and Dr. Laflamme sat with us and discussed all things Tampa Bay and why he does what he does. As always, we hope you enjoy this issue of DLM. I and everyone at Doctor’s Life want to thank you for all your readership, comments and suggestions. Please keep them coming.

-Ed

MAGAZINE

Business Lifestyles and Opportunities Issue 4, 2013 Tampa Bay Edition

EHR AND YOUR LIABILIT Y HIGH-TECH

MEDICAL GADGETS

SOLUTIONS

SMART HOME SMART OFFICE

Tampa Bay Tampa Headquarters 1208 East Kennedy Blvd. #1029 Tampa Fl, 33602 813-444-9204 Tampa Bay Publisher Ed Suyak publisher@doctorslifetampabay.com Creative Director Bryan Clapper Editorial Director Ed Suyak Assistant Editorial Director Danielle Topper Advertising Account Executive CJ Cooper Contributing Writers Dale Griffin, R.N. Pete Nicas Michelle Gallagher Doctor’s Life Magazine, Tampa Bay is always seeking events, stories and remarkable physicians. Please email the publisher if you have an event, an editorial idea or you know of a doctor or dentist who may have done something extraordinary. We want your suggestions and feedback. publisher@doctorslifetampabay.com Doctor’s Life Magazine, Tampa Bay does not assume responsibility for the advertisements, nor any representation made therein, nor the quality or deliverability of the products themselves. Reproduction of articles and photographs, in whole or in part, contained herein is prohibited without expressed written consent of the publisher, with the exception of reprinting for news media use. Printed in the United States of America.

Ed Suyak Publisher publisher@doctorslifetampabay.com

DOCTOR’SLife

www.doctorslifetampabay.com

Doctor’s Life Tampa Bay

Issue 4, 2013

Physician Spotlight

Mark Laflamme, M.D. Medical Director, Nuviva Medical Weight Loss and Tampa Testosterone

Doctor’s Life wants to know

How long have you been in the Tampa Bay Area? I have been living in the greater Tampa Bay area for just over five years. What is your favorite Tampa Bay restaurant? Depends on the occasion. If I am entertaining friends or relatives that come to town, it’s the Columbia Restaurant in Ybor City. If it’s a brunch, I go to Love’s Artifact. If it’s sports bar food, then it’s Elmer’s. If it’s just a good cup of local coffee, then El Molino in Ybor. Where is your favorite place in Tampa Bay to relax? I love to relax and unwind after a long day of work in the rear bar at The Patio (South Tampa). What is your favorite event to attend to in Tampa Bay? Hockey is my favorite sport, so attending any Tampa Bay Lightning game. What is the name of your favorite book that you read this year? The last book I read was All-American Kidd by Rob Poulin. It’s a story of an impeached president who meets an expelled Harvard student and their journey across America to find themselves. We see a lot of weight loss clinics in the market. Why did you choose to work with Nuviva? In my years as a physician, I’ve been contacted by a lot of clinics. Most of them were prescribing high doses of appetite suppressants and very low calorie diets. That combination leads to metabolic damage, yo-yo dieting and is not a long-term solution to weight loss. I was impressed by the fact that Nuviva focused on various nutrition plans, patient education and support from the medical staff instead of just being another pill dispensing factory. The results of our approach can be seen in the sustained weight loss of our patients. Besides weight loss, are there other benefits patients see from your weight loss program? Well, besides seeing our patients coming off the medications prescribed to treat obesity, diabetes and high blood pressure, I get a chance to see our patients enjoy a happier personal and professional life, improved relationship with their spouse and more self-confidence. We’ve heard a lot about hCG. Can you explain what it does? Nuviva utilizes hCG based on the theory that hCG combined with a VLCD [very low calorie diet] will help the body use stored fat as an energy supply in order to prevent the loss of muscle mass during the diet. What this means to our patients is that they retain their muscle mass and lose inches in the areas they want—such as their stubborn abdominal fat or ‘love handles’. This allows them to have a healthy metabolism and keep the weight off long term with proper nutrition and exercise. Do you feel like these types of programs are a fad? A fad is something that will eventually go away. In my eyes, proper nutrition, education, support and accountability will always have a place in weight loss. I take little credit, because I feel that the nutrition coach and medical staff inside our clinics play a major role in working with the patients on these four factors every step of the way. My role is to make sure patients are healthy and suitable Issue 4, 2013

Mark R. Laflamme, M.D., is Board Certified in Internal Medicine, Board Eligible in Clinical Informatics, is certified in aesthetic medicine and licensed to practice medicine in three states. Dr. Laflamme is a graduate of St. George’s University School of Medicine, Grenada, West Indies, and completed his residency in Internal Medicine at the State University of New York-Stony Brook. He completed his fellowship in Medical Informatics while earning a Master’s in Clinical Research at Indiana University-Purdue University School of Medicine in 2005. He is a published researcher and has presented at a number of nationwide medical conferences, including the American Medical Informatics Association and the American Academy of Physician and Patient. candidates for our weight loss program, answer any medical based questions they may have and to prescribe any medications that can assist in the process if necessary. Does insurance cover your program? Our services are not covered by insurance. I hope that changes in our medical system and will eventually lead to participation from insurance companies in medical weight loss. Although we’ve noticed our patients are more compliant and put a higher value on our services because they are paying for their treatment. What is it about weight loss and hormone therapy that attracted you to these fields? Too many doctors overuse medications to fight diseases. I believe in helping treat the source of the problems through preventative medicine. Losing weight and balancing hormones can stop us from having to use so many medications—not to mention a better quality of life for the patients.

Doctor’s Life Tampa Bay

l l A e r The Cu Smart Home, Smart Office

By Pete Nicas

arkness permeates the building at the dawn of another whirlwind day. Just the way it is for a doctor 15 hours laterâ&#x20AC;&#x201D;after 50 office patients, an array of scripts and morning and evening rounds at the hospital. At last, time for the physician to hang up the lab coat and drive home for a late-night dinner. Fingers are crossed that a quiet, uninterrupted evening awaits. A few miles from completing a 35-minute trek, the tired doctor taps an icon on the touch screen of an iPhone, activating a life of luxury and convenience provided by the increasingly popular home-management system. The garage door already is open upon arrival, a security monitor relays an image to the cell showing the premises is safe to enter, the lights dimmed to his liking are on in the temperaturecontrolled house and programmed smooth jazz music sets a relaxing atmosphere on the patio, where the man sips a glass of wine and grills a succulent ribeye. A perfect ending to another long yet rewarding day in the demanding medical field. Almost. An emergency arises after all. But, not the type commanding the surgeon to the operating room. Discovering at midnight that all the lights in your office still are on doesnâ&#x20AC;&#x2122;t come with the territory of a doctor. The last thing he wants to do is make another hourplus round trip to the practice. continued on page 10 8

Doctorâ&#x20AC;&#x2122;s Life Tampa Bay

Issue 4, 2013

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The remedy? A Smart Office, which has many of the same efficient features as home automation—foremost a universal control in an Android phone, iPad or tablet to manage everything remotely with ease from anywhere in the world. Just ask Dr. Natalie Carr, a Riverview pediatric dentist who purchased the internet-accessed technology nearly two years ago. “I love it and highly recommend it to people,” says Carr, whose office needs were digitally streamlined by Hive: Home automation and security experts. “Everything is extremely neat, with attention to detail.” The Tampa company installed for Carr six televisions (including a 32-inch screen), special lighting at 90 percent power to save energy and money, an automated thermostat and a security system for protection and to observe activity. “She pretty much has got all the way to the 9s done,” says Christian Harris, Director of Marketing for Hive. “It makes it as simple as when she walks through the front door (after entering a four-digit pass code), all she has to do is press one light switch on in the entrance Dr. Natalie Carr, a Riverview pediatric dentist, purchased an office automation system from Hive two and it turns on every single TV in her years ago. office to the desired volume and channel. Also, with one button, it can turn on every light to the desired level.” The televisions offer entertainment, especially for kids perhaps nervous to visit the dentist, but also are a teaching tool, Carr says. “We want the child to have a great experience and want to come back. The other thing is the TV in the conference room, where we can educate the children and parents.”... It “allows us to use a big screen to explain things. That way I can show X-rays.” Smart homes and offices are cutting-edge technology customized for any type of facility and all clients -- some as far away as the West Indies, Harris says. Other services available are structured wiring, networking, —Christian Harris, Director of Marketing, Hive central monitoring, intercoms and motion detection surveillance, a house-cleaning component (50-foot, retractable vacuum hoses in the walls), multi-room audio and home theaters. Envision your own cozy cinema to watch movies with family and friends -- lush you say, ‘Light off,’ and it just turns that one light off.” leather seats with cup holders, a huge screen with stunning picture Boasting a staff with 35 years of experience and the only platiquality and surround-sound speakers. num dealer with Control 4 in the bay area, Hive is a low-voltage The enormous growth in user-friendly mobile devices has led integrator that strategically places touch screens throughout a resito the projection in a national study that Smart Home installation dence to also regulate audio/video outputs, pool pumps, shower will be a $9.5 billion market by 2015. The possibilities are nearly temperature, window curtains and front-door locks. “The only endless in single jobs ranging from $700 to full-scale creations of thing that will hinder us is your budget and creativity,” Harris says. $650,000, and everything is managed through the encrypted-seBest of all, the computer programs allow you to stay connected curity “Control 4 iPad Apps” program downloaded into a Smartto your house even at work. Imagine having the ability to see from phone. your desk someone pulling up to the driveway of your residence. “Everything is very rampable, and every job we do is differ“You can now have an eye on your home while being able to ent,” Harris says of Hive. control it from your phone,” Harris says. ... “The big picture is, The “modules that we have that take over your thermostat can when you come home—by adding these individual, little modules control your air conditioning,” he says. “You can choose to do the that speak back to your main brain of your home—everything is one bedroom upstairs that your kid keeps leaving on the light in communicating now.” and you hate to run up and turn it off every time before he leaves. A comforting thought after a tough day at the office. You can have it set up where when you literally walk out the door,

“All she has to do is press one light switch on in the entrance and it turns on every single TV in her office to the desired volume and channel.”

Doctor’s Life Tampa Bay

Issue 4, 2013

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Fit Corner ASK THE COACH

Is the amount of exercise more important than the frequency? new study was recently performed examining adults in regard to A the frequency of exercise. Researchers have determined that adults who accumulated 150 minutes of exercise within a few days of the week were not any less healthy than adults who exercised more frequently throughout the week.

Researchers studied approximately 2400 adults to determine whether the frequency of physical activity throughout the week can be associated with risk factors for diabetes, heart disease and stroke. The findings indicate that it did not matter how adults choose to accumulate their 150 weekly minutes of physical activity. For instance, someone who did not perform any physical activity throughout the week but was active for 150 minutes over the weekend would obtain the same health benefits from their activity as someone who acquired their 150 minutes of activity over the week by doing 20-25 minutes of activity on a daily basis. Physical activity was measured continuously throughout the week by having research participants wear accelerometers on their waists. Accelerometers are tiny electrical devices that record how much a person moves every minute. The researchers divided the adults who met the physical activity guidelines (more than 150 minutes per week of aerobic activity) into those who were frequently active (active five to seven days of the week) and infrequently active (active one to four days of the week). The important findings from this research was that adults should aim to accumulate at least 150 minutes of physical activity weekly in whatever manner that best fits their schedule. The physical exercise of 150 minutes per week whether it was performed throughout the week or over the weekend gave the same health benefits. The important take from this research was that the activity itself was important not the frequency of the activity. 14

Doctorâ&#x20AC;&#x2122;s Life Tampa Bay

Question: In your opinion, is the frequency of the exercise important or is exercising itself what matters? Answer: Exercise no matter when, where or how you get it is the most important. Department of Health and Human Services recommend that adults should get at least 150 minutes of moderate aerobic activity or 75 minutes of vigorous activity. The combination of both would be best. The second recommendation was to implement a twice a week strength training sessions with no specific amount of time for each session. Tommy Parks Speed and Strength Coach Mississippi State University BA in Exercise Science Professional Baseball for 9 Seasons NFL punter with San Francisco 49ers & NY Jets

Issue 4, 2013

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Managing Your Practice’s EHR Liability Risk By Michelle Gallagher Shea Barclay Group

n an ever-changing Healthcare climate further fueled by the Accountable Care Act, there are increasingly I more liability risks associated with the standard practices of medicine. The very fundamental basic practice begins and ends with the written documentation of tracking patient data over the course of care.

Past times allowed for such records to be kept in extensive paper files whereas as mandated by section 1561 Affordable Care Act—there are fastened standards and protocols that outline the initiation of electronic health records (EHRs) developed by the Department of Health & Human Services (HHS), in conjunction with the Health Information Technology (HIT) Policy Committee and the HIT Standards Committee.

Michelle Gallagher 16

Potential liabilities throughout the various beginning stages of implantation will include unintended errors of documentation gaps from incorrect or missing data entries, and common misuse of systems from inadequate technological training. On a continuum, as EHR implementations mature, there will be new risk exposures hitting a physician’s desk on a regular basis as keeping a patient’s personal health information confidential

will be a difficult task once records are shared on a health information exchange in more regularity. Email advice is another alarming exposure that could increase the frequency of claims as a result of the growing number of clinical encounters without proper patient examination. Not to mention, non-reply to patient e-mails within a reasonable timeframe may be grounds for negligence. In today’s tumultuous environment, it is necessary to play defense in safeguarding your practice and cover all bases against imaginable threats. The majority of insureds are carrying not only inadequate Medical Professional Liability Insurance policy limits for their primary area of practice; they simply do not have risk management tools in order to proactively protect their practice in the event of a data breach. Essentially every carrier in the marketplace has taken considerable due diligence in crafting their product lines to address the likelihood

Doctor’s Life Tampa Bay

Issue 4, 2013

of cyber threats and healthcare data breaches. According to the Department of Health and Human Services’ Office for Civil Rights, since the HITECH Act went in to effects making it necessary to release every incident of a breach, on average 500 or more individuals are affected per breach due to the lack of encryption of personal electronic devices. Most estimates predict that the threat of a cyber attack on your company will increase tenfold over the next five years. This makes it imperative for companies to maintain appropriate hardware and software, performing updates periodically, to foil the latest techniques used by hackers. Each healthcare practice needs to ensure that their network is proactively monitored and that records shared between providers are appropriated encrypted so that unauthorized intrusions are detected immediately. It is our recommendation that regardless of the size of your practice that your healthcare management team conduct periodic risk assessments to confirm compliance with allembracing protocols and too makes a point to documents these efforts. One of the most common ways for cyber attackers to gain information within any business is called “spear fishing” in which the perpetrator sends a phony email that, when opened, installs some sort of malware or other software that will allow them to explore the entire network of the business. Many companies never figure out that their own network has sustained serious breaches because the advanced persistent threats are designed to be difficult to detect. To reduce the chances of these circumstances, every company needs a formal and written information security program which includes a policy outlining permissible technology use. Ancillary staff should advised of the importance of these policies and be prepared to report any suspicious activity or breach to management. It is management’s responsibility to then notify their incumbent agent or insurance company of the possible attack, as well as their IT representative. Another important aspect should require company management to facilitate appropriate training so that all company personnel are educated as inadequate training could create more room for error from a liability standpoint. It is important to understand that everything communicated on unsecured networks is not kept private, leaving your records open for cyber attack. This has become a larger issue as more and more medical providers take part in the ‘Bring Your Own Device’ culture and exchange confidential information that is transmitted on what is believed to be a secure network, but has for one reason or another been comprised. As these risk exposures are noticeably amplified throughout reform, with the regulation of the HITECH Act and the added benefit coupled with the financial incentive of ‘Meaning Use’ (a qualification to receive federal funding for health information technology including EHRs)—we will see healthcare practices putting forth the necessary footwork to secure proper tools further strengthening their risk management solutions. The greatest value-based decision a healthcare practice can make is to purchase cyber liability insurance. This coverage insures against both client and employee information that is potentially accessible via your company network. The biggest value we believe this coverage offers is the costs that are associated with measures fixing a potential network breach. There are critical liability products readily available to mitigate unfortunate cyber data breaches as mentioned. Cyber, Privacy, and Network Liability Insurance Programs are specifically designed for Health Care and Managed Care organizations offering comprehensive coverage to protect computer networks, information sensitive customer and employee records (EHRs), websites, as well as third party corporate information. This coverage is extremely expansive and includes not only any liability the company would face in the Issue 4, 2013

DATA BREACHES IN HEALTH CARE: KEY STATISTICS Percentage of healthcare organizations that have suffered data breaches: 94% Percentage of healthcare organizations that have suffered more than five breaches: 45% Percentage of healthcare organizations that have experienced medical identity theft: 52% Number of Americans impacted by medical identity theft in 2012: 1.85 million Annual cost of medical identity theft, 2010: $28.6 billion Annual cost of medical identity theft, 2012: $41.3 billion

Data Breach Key Causes Lost or stolen computing device: 46% Employee or third party mistake: 42% Criminal attack: 33% Technical glitches: 31%

Data Breach Protection Measures Percentage of healthcare organizations that conduct privacy risk assessments: 16% Percentage of healthcare organizations that lack controls to prevent or detect medical identity theft: 67% Sources: Ponemon Institute, Third Annual Benchmark Study on Patient Privacy & Data Security, sponsored by ID Experts, December 2012, and Ponemon Institute, Third Annual Survey on Medical Identity Theft, sponsored by Experian’s ProtectMyID, June 2012.

event of a network breach, but it also includes regulatory coverage as well as coverage for civil fines and penalties. Available coverage options are (but not limited to): »» Privacy notification costs—this is associated with the costs to notify individuals that their information was potentially accessed due to a network breach. »» Data restoration coverage—simply put that if the network is breached and company data is removed, destroyed or damaged. »» Cyber Investigation coverage »» Cyber Extortion—this is relatively new activity that is beginning overseas, but in a nut shell, this is an act where someone takes over the company’s network preventing business from being conducted and in turn demands money to turn operations back over to the business. It is of great importance to review your current Liability policies in place. Various insurance policies, general liability and professional liability alike often insure tangible losses and seldom offer sufficient coverage limits for cyber incidents.

Doctor’s Life Tampa Bay

n o i t p i r c s e r P

Your Social Media

Incorporating HIPAA into Your Practice’s Social Media Marketing By Dale Griffen, R.N. The Go! Agency USA It’s clear that social media is here to stay and that ALL businesses, including healthcare organizations, are currently using and will continue to increase their use of social media to connect with their targeted audience—patients, peers, influencers—all with the goal of creating a wonderful community where you impart your knowledge, support your peers, and increase your status within that community as an expert— thereby driving business to your door. However, the issue of patient privacy, Dale Griffen HIPAA, and offering advice is still of concern. Many have said; “My business did fine before social media...I don’t need it!” However, our client base and the Baby Boomers (incidentally the fastest growing segment of social media users) are turning to the web and social media to get answers, research providers, and give 18

their opinions. Their fingers are still “doing the walking,” but on their keyboards instead of in a phonebook. Physicians are being asked to deal with more and more lately. With the increase in the cost of doing business, insurance, managed care, reimbursement issues, litigation, the advent and transition to EMR’s, HIPAA concerns, and now social media integration, it’s understandable that physicians are slower to adopt this means of communication. However, physicians are such a wealth of information, those that do get involved in social media and blogging reap huge benefits and quickly develop a reputation as an expert in their field, often leading to an increase in new patients, requests to speak at events, invitations to write for industry journals, and more! Often, clients expect that if you are on the cutting edge of your medical specialty, that the other aspects of your practice—your office, your staff, advertising pieces, personal appearance, and even your business cards, website, and social media presence—should reflect that level of professionalism and technological savvy. How can you be a part of this 24/7 online networking event while keeping current and ahead of the curve with the ever powerful and beneficial results of a successful social media campaign? In a previous Doctor’s Life Magazine column (bit.ly/ SocialMediaRx) I discussed how social media is an extension of your practice specialty, personality, current marketing plan, office atmosphere, and website - all rolled into one. Here are 10 suggestions on ways to have a successful social media campaign, and continue to communicate online with patients

Doctor’s Life Tampa Bay

Issue 4, 2013

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(current and future) and market your services, while adhering to HIPAA guidelines. Note that these tips can apply to texting, emailing, voicemails, and other forms of communication as well! 1. How you act on social media is transparent, and you should act no differently online than you do in person, or how your sales and marketing staff would at a networking event, or how any of us would in an elevator. SO as social media is truly a “conversation,” just like face-to-face interactions, you need to maintain your own personality and tone, you also need to refrain from posting anything that might identify a patient, even if you don’t mention their name. You wouldn’t want to post any combination of things such as locations, times or events that may allow someone to draw a conclusion or disclose personal information. Although a picture is worth a thousand words, be sure to get authorization before posting pictures of employees, vendors, or patients. 2. Maintain professional boundaries and don’t combine your personal and professional online accounts. Have a separate account for your friends and family and a business page for your practice. Refrain from “friending” your patients on your personal account. Occasionally a patient may find your personal account and send you a friend request. If that happens, be sure to private message them to let them know that your practice’s social media policy prohibits you from connecting with them on your personal page, but offer the links so they can follow your business page. 3. Social media is a transparent platform for sharing information, not hiding it. With that in mind, be sure that whatever you post, whether it’s an original post or one that you share, re-tweet, or mention is one that you’d be proud of, and wouldn’t mind if it were printed in a newspaper. Many times, once things are out there in cyberspace, they’re out there, which brings us to our next tip... 4. Before you push send, count to three and ask yourself if the post is true, helpful, respectful, does it apply to a mixed audience, and could it be misconstrued as offensive by anyone. Remember, once you push send it becomes immediate, and although you can sometimes delete a post, people can print it or save it before you do. This applies to responses to comments, especially when you might not agree. Again, be sure to act the same way you would in person. 5. Review your privacy settings at least monthly, as they can change. Be sure that you have control over the comments posted and that you can approve or deny what you want. Don’t be afraid to block anyone that posts anything that is inappropriate. 6. Google yourself frequently. Or better yet, set up Google Alerts, (google.com/alerts) so that you will get an email whenever a search term (your name, the name of your practice, or any subject you want an alert on) comes up in Google. Another great idea is to have a separate gmail.com account for your social media accounts only. You can set your contact emails to your business account, but all of your notifications should be sent to this private Gmail account, so that you will see EVERYTHING that’s going on on your social media channels. This email address would be different from your contact email, and is kept private on the sites, just be sure to adjust your notification settings in each channel appropriately. 7. Know the Health Insurance Portability and Accountability Act (HIPPA) and its amendments, the Health Information Technology for 20

Economic and Clinical Health Act (HITECH ACT), along with state laws, all of which provide privacy and security protections of personal healthcare information (PHI), along with the repercussions if the law is violated. Be sure to take reasonable and appropriate measures to protect your patients privacy. The Mayo Clinic has a wonderful 12word social media policy: “Don’t Lie, Don’t Pry, Don’t Cheat, Can’t Delete, Don’t Steal, Don’t Reveal.” Obviously, each of these rules can be expanded upon. Read more at bit.ly/SMMPolicy. 8. Set up a social media policy within your office and provide education on it as well as regular HIPAA education and how social media is included in this. Review it frequently with those that have access to and/or manage your social media channels, and update it as rules and regulations change. Some guidelines you might want to consider including in your social media policy should touch on; respect of time and property, use of confidential and PHI information, respectful communications, right to monitor, and enforcement measures, and that each employee utilizing your social media is responsible for knowing, understanding, and upholding HIPAA regulations, as well as your social media policy. Remember even if you don’t have social media channels for your practice, your employees most likely have personal accounts. Be sure that they understand the implications of revealing PHI on those accounts. 9. What if a patient comments on your social media channel, if their name shows up, is the physician breaching patient privacy and opening themselves up for trouble? The answer is: Probably not. However, you should take any precautions you can such as, setting up a disclaimer on your ‘about page’ stating that opinions and views are your own, and reminding them that by commenting on your site, they are revealing their identity. However, since they are doing it by their own volition, it would be no different from them having a conversation with someone in your waiting room. However, with monitoring you can stay on top of the conversation. 10. “What if I get on social media, and someone complains or says something negative?” We hear this one quite a bit, and the truth is; if you didn’t have your own outlet for them to write these things, they would simply do it on their own channels. Having your own social media presence allows you to monitor what’s going on, react to comments and ideas, and if and when something negative does come your way, don’t immediately delete it—show the rest of your followers that you are truly concerned and document an apology, correction, or whatever it takes to recognize that client’s issue, and your willingness to make it right. Bear in mind, use caution in what you say, perhaps requesting the client call you directly. Oftentimes, it’s the fact that you respond, and the speed of doing so that shows you are a cut above! In conclusion, there is no doubt that social media is here to stay. The benefits of this online version of communication far outweigh the potential risks, with just a few common sense tips. Remember too, when outsourcing your social media to a online marketing firm such as The Go! Agency, they are bound by the same rules and regulations as you are. Be sure to ask them very pointed questions about how they will maintain your patient’s privacy, and ensure that your social media campaign is one that truly creates a wonderful community for your practice, educates your current and future clients, and pushes you to the top as an expert in your field!

Doctor’s Life Tampa Bay

Issue 4, 2013

Luxury Oceanfront Resort and Yacht Harbour

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HIGH-TECH

Medical gadgets & solutions Google Glass http://www.google.com/glass/start/

Google Glass is a wearable computer with an optical head-mounted display (OHMD) which is being developed by Google in the Project Glass R&D project, with the mission of producing a mass-market ubiquitous computer. Google Glass displays information as a Smartphone or tablet-like hands-free format which can interact with the Internet through voice commands. • Video sharing and storage: Physicians could record medical visits and store them for future reference or share the footage with other Physicians. • A diagnostic reference: If Glass is integrated with an electronic medical records (EMR), it could provide a real-time feed of the patient’s vital signs. • A textbook alternative: Rather than referring to a medical textbook, physicians would be able to perform a search instantly with their Google Glass. • Emergency room situations: Venture capitalist Marc Andreessen set the stage perfectly in a recent interview, consider ”dealing with wounded patients and right there in their field of vision, if they’re trying to do any kind of procedure, they’ll have step-by-step instructions walking them through it.” In a trauma situation, doctors need to keep their hands free. • Helping medical students learn: A surgeon might live stream a live and potentially rare surgery to residents and students. Dr. Rafael Grossman, a surgeon and one of the Google Explorers, recently live streamed a surgery using a Google Glass hangout. • Preventing medical errors: With an electronic medical record integration, a nurse can scan the medication to verify whether it’s the correct drug dose and right patient.

The iTClamp

Hemorrhage Control System http://www.innovativetraumacare.com

The iSpO2 http://www.ispo2.com/

Masimo is one of the leaders in pulse oximetry. The iSpO2 allows you to noninvasively track and trend blood oxygenation (SpO2), pulse rate, and perfusion index — even during movement and low blood flow to the finger. The iSpO2 App coupled with your iSpO2 pulse oximetry allows you to track and trend your blood oxygenation (SpO2), pulse rate (PR), and Perfusion Index (PI) for sports and aviation use.* You can graphically view your SpO2 and PR measurement history over time within the app and share that data through email. This would allow patients to share and send data to their Physicians for tracking purposes. 22

This Is iTraumaCare’s first product on the market and has been granted clearance to market in the U.S. The iTClamp is a temporary wound closure device to control severe bleeding within seconds of application to a penetrating injury. The iTClamp seals the edges of a wound closed to create a temporary pool of blood under pressure, which forms a stable clot that mitigates further blood loss until the wound can be surgically repaired. No comparable product exists in the point-of-injury space, solving an unmet medical need.

Doctor’s Life Tampa Bay

Issue 4, 2013

AVI-SPL Healthcare Solutions

Improve the Quality of Care with Video Anywhere, Anytime http://www.avispl.com/markets/healthcare/ High-definition video communication gives community hospitals and managed-care organizations the ability to enhance and expedite care. Physicians mentor assistants and nurse practitioners who are working under their license during patient treatment in rural areas, expanding available resources to patients in those areas. Other advantages of video conferencing include:

• Medical professionals receive interactive, up-to-date training and continuing education on procedures, operations, medical breakthroughs, new products and more. • Critical information, including everything from budget data to electronic health records, can be quickly shared among affiliate hospitals and clinics

• Delivery and administration of acute stroke care in local communities through telestroke programs

• Instructors provide demonstrations of breakthrough surgical techniques for groups of any size

• Doctors, nurses and other caregivers collaborate to provide improved coordinated care and treatment for patients

• Surgeons direct live medical procedures from remote locations

NEC DISPLAY SOLUTIONS http://www.necdisplay.com/ The MD211G5 is an LED-backlit IPS diagnostic display offering out-of-the-box factory DICOM calibration and uniformity control for consistent imaging across the entire screen. Featuring a contrast ratio of 1200:1 and a calibrated brightness of 500 cd/m2, this IPS screen delivers clear, accurate images.

Real time remote Ultrasound http://www.interson.com

Interson introduces the only Remote Ultrasound Diagnostic tool – Imagine being able to call an associate, or a world renowned expert, or the Emergency room while your patient is being transported – showing the Radiologist what you are seeing in real time! Works over 3G, remote wireless, and local wireless.

The integrated front sensor constantly monitors and adjusts brightness to maintain the factory DICOM GSDF calibration. The included GammaCompMD™ QA software performs routine display configuration and ensures consistent image quality. Additionally, the optional GammaCompMD QA Server provides computer networks with centralized control and management of multiple display systems, ideal for large healthcare organizations with multiple campuses.

Show your Interson SeeMore Ultrasound display to specialists anywhere in the world - what you see, they see! Interson revolutionized ultrasound imaging when we introduced our systemless ultrasound solution. Ultrasound had always meant a big, bulky, and expensive system. Interson’s SeeMore imaging solution is a systemless design. SeeMore probes are available for general purpose and abdominal scanning, vascular access, endo-cavity (trans-vaginal and trans-rectal) applications, ophthalmic, and veterinary applications. SeeMore probes interface to a standard Windows based computer, desktop, laptop, or notebook through a USB 2.0 interface. This iPad application allows the user to easily see their local imaging solution without any wired connections – display what you are seeing on your Windows SeeMore display to your iPad! Provide the ability to display your imaging window anywhere in the world! Note – Requires an Interson SeeMore local system to capture ultrasound images and SeeMorecan only be purchased and used under the approval of a physician.

Issue 4, 2013

Doctor’s Life Tampa Bay