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DOCTOR’SLife

Business Lifestyles and Opportunities Issue 6, 2013 Tampa Bay Edition

Happy New Year www.doctorslifetampabay.com

MAGAZINE

SOCIAL MEDIA PRESCRIPTION

ICD-10 READY OR NOT HERE IT COMES

FOR 2014

SECURITY RISK AND ASSESSMENTS WITH STAGE TWO OF

MEANINGFUL USE

Issue 6, 2013

Doctor’s Life Tampa Bay

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What’s Inside What Providers Should Know About ICD-10

From the Publisher

Welcome to the New Year Page 6

Page 14

The Fiduciary Standard of Advisor Care

Page 10

Physician Spotlight Dr. Chris M. Nussbaum

Page 8

Fit Corner

Fit Doctors More Likely to Prescribe Exercise

Page 12

Advertisers Arden Courts Dania Perry and Associates

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FLEXSedans 2-3

Is Your Practice Ready?

Social Media Prescription

Page 18

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Greiner’s Clothing

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JCON Commercial

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Lokey Motor Company

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MRB Holdings

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PNC Bank

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Shea Barclay Group

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SIPCO 13 Sport Court

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Doctor’s Life Tampa Bay

Tampa Testosterone

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Issue 6, 2013

Doctor’s Life Tampa Bay

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From the Publisher

www.doctorslifetampabay.com

F

irst, let me say Happy New Year to all of our loyal readership and advertising partners. Hope your Holidays were the best. Some say that the New Year is a time to reflect. The question is in which direction should one reflect? The New Year is exactly just that, A New year, which is time to reflect forward not backward. Yesterday is gone and all we can do is make the best attempt to learn from our mistakes and perform the things we did great even greater. Backward reflection should be only reserved for great memories and learning opportunities. In this issue of DLM we sat down with Dr. Chris Nussbaum and took a look at a very old way of practicing medicine that is now gaining a lot of attention in a newer and more modern approach. Dr. Nussbaum and his team opened Concierge Care Tampa Bay in the beginning of 2013. The concept of personalized attention or intimately acquainted more with their patients, house calls and instant availability date back almost as far as doctors themselves. Today this type of one-on-one, more personalized medical service is back and possibly becoming the care of the future. Lee Browder, National Director for the Professional Association of Healthcare Coding Specialists worked with us to take the fear out of the transition to the implementation of ICD-10. The PAHCS is here today to help with this transition and will continue be here as the transition unfolds. Please feel free to reach out to the PAHCS for any questions or concerns you may have in regard to ICD-10. Randy Homa, Business Development Manager for the Healthcare Division with Security Compliance Associates, explains how that Core Measure 9 of Stage 2 of the Meaningful Use Incentive Program requires you to “Protect electronic health information created or maintained by the certified E H R technology through the implementation of appropriate technical capabilities.” In this article he illustrates how to get your practice prepared and the areas that need to be secured. Don’t forget to read the Social Media Prescription or Timothy McIntosh’s (selected as a “Best Financial Advisor for Physicians” by Medical Economics Magazine) take on The Fiduciary Standard of Advisor care. This has been an incredible year for the Doctor’s Life Magazine team and we are even more excited for what is to come in 2014. I hope this year is better for everyone and as always, I and the entire DLM team would like to wish you a very prosperous, healthy and rewarding New Year.

Business Lifestyles and Opportunities

Happy New Year MAGAZINE

SOCIAL MEDIA PRESCRIPTION

FOR 2014

ICD-10 READY OR

NOT HERE IT COMES

Issue 6, 2013 Tampa Bay Edition

SECURITY RISK AND ASSESSMENTS WITH STAGE TWO OF

MEANINGFUL USE

Issue 6, 2013

Doctor’s Life Tampa Bay

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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 Timothy McIntosh, CFP, MBA, MPH Randy Homa Dale Griffen, RN Lee Browder 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

Be well,

-Ed

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

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DOCTOR’SLife

www.doctorslifetampabay.com

Doctor’s Life Tampa Bay

Issue 6, 2013


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Issue 6, 2013

Doctor’s Life Tampa Bay

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Physician Spotlight

Dr. Chris M. Nussbaum Doctor’s Life wants to know

How long have you lived in the Tampa Bay area? I have lived in the Tampa Bay Area Since 1989 What is your favorite Tampa Bay restaurant? Charley’s Steak House Where is your favorite place in Tampa Bay to relax? On the beach where I reside What is your favorite event to attend to in Tampa Bay? Tampa Bay Lightning Games What is the name of your favorite book that you read this year? Inside of a Dog by Alexandra Horowitz What is concierge medicine? Concierge medicine is medical care that is specifically driven by and organized around the member patient’s needs. Is there a difference between concierge medicine and direct primary care? Yes – Concierge medicine implies a higher level of service. Direct care implies no third party middleman. Is concierge medical care or at least some variation of, the way of the future? Yes Dr. Nussbaum you have 25 years’ experience as a physician and you founded and were the Chief Medical Officer of Synergy Medical Group. Why now did you decide to open this type of medical care model versus the traditional medical care model that we all have known for so many years? My Concierge practice embodies all of the ideology and innovation I have ever dreamed of as Physician. I have the opportunity to do something unique and to rewrite the course of traditional care. After 25 years’ experience as clinician and diagnostician, do you feel this form of medical care is the best available today? WITHOUT QUESTION! Is concierge medicine only for wealthy patients, like the popular show Royal Pains or are there programs for different levels of income? We have a program for everyone. The cost of our most expensive plan is still less than the average individual’s monthly cable TV bill.

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Dr. Chris M. Nussbaum, a 25-year-experienced clinician and diagnostician. His diverse and extensive background brings to you excellence and versatility in the healthcare arena. Amongst other achievements, Dr. Nussbaum founded and was the Chief Medical Officer of Synergy Medical Group, was Program Group Leader for IPC - The Hospitalist Company, and served as Associate Medical Director for Gulfside Regional Hospice. He is a Fellow of Hospital Medicine and former Chief Resident of Internal Medicine at St. Elizabeth’s Hospital, N.J.. Dr. Nussbaum completed his third and fourth years of medical training in The United Kingdom. He is a former National Science Foundation Scholar, Associate Clinical Instructor at local medical schools, Medical Director of a number of rehab and ancillary services, and is a trained Healthcare Mediator. What are a few of the risks that Doctors should consider if they are thinking of switching their practice to this form of care? There are no get rich quick or shortcut scenarios. Be ready and be patient. What are some of the major perks that come with the concierge medicine care model? The interaction with satisfaction derived from this model of care is worth the extreme effort!

Doctor’s Life Tampa Bay

Issue 6, 2013


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The Fiduciary Standard of

Advisor Care

By Timothy McIntosh, CFP, MBA, MPH Chief Investment Officer, SIPCO

hether you are aware of it, a giant battle is being waged in the financial services industry. At stake, W whether or not all financial advisors should legally be required to put client’s interests ahead of their own (what is known as a fiduciary standard). Today, there are two separate models for an advisor. The first is the Suitability model where advisors ethically agree to work in the best interests of the client’s and recommend suitable investments based on the investor’s age, net worth, investment experience, etc. People in this camp are commonly referred to as brokers and are generally classified as “commissioned agents”, or advisors who can receive commission for selling investments or insurance products. On the other side of the ledger, Fiduciaries are legally required to act in a client’s best interest. Those investment advisors fall under the Investment Advisors Act of 1940 and are regulated by the Securities & Exchange Commission (SEC) or state securities regulators. The fiduciary standard consists of a duty of loyalty and care, and simply means that the advisor must act in the best interest of his or her client at all times. For example, the advisor cannot buy securities for his or her account prior to buying them for a client, and is prohibited from making trades that may result in higher commissions for the advisor or his or her investment firm. Typically, Fiduciary advisors are paid a flat fee for advice or more typically, a percentage of assets they manage (fee-only). A universal fiduciary standard would seek to require all advisors to work in this capacity. The one standard fiduciary rule Timothy McIntosh has been moving through Congress for the past four years. It gained credence when a 2011 SEC report said consumers are often baffled by the distinction 10

between brokers and advisers. The report recommended a uniform standard “to act in the best interest of the customer without regard to the financial or other interest of the broker, dealer, or investment advisors.” But the SEC, which has been drafting the new rules for almost two years, has scheduled no action on the measure as 2012 passed. U.S. Representative Scott Garrett, of New Jersey leads a panel that oversees the SEC, said in a December letter to the SEC chair that a hearing he held yielded a “consensus view that there is currently no evidentiary basis for proposing new standard-of-conduct regulations.” Thus it looks as if another year will pass before the Fiduciary standard becomes the rule of law. Unfortunately the forces against passage are greater than the advocates for such a consumer friendly alteration on how advisors are compensated. Thus, it is up to the individual then to decide which is best for them, either working with an individual advisor who follows the fiduciary rule, or an advisor that follows the lower suitability standard, in which conflicts of interest may persist. You may do further research on the fiduciary standard at the SEC website; http://www.sec.gov Timothy McIntosh, CFP, MBA, MPH is Chief Investment Officer at SIPCO, an independent veteran-owned investment firm. He has over a decade of experience working with physicians. He is the only advisor in San Antonio to be selected as a “Best Financial Advisor for Physicians” by Medical Economics Magazine. He can be reached at 727-898-7700 or tmcintosh@ sipllc.com

Doctor’s Life Tampa Bay

Issue 6, 2013


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Fit Corner

Fit Doctors More Likely to Encourage Patients to Exercise

FIT MEDICAL STUDENTS ARE MORE LIKELY TO PRESCRIBE PHYSICAL ACTIVITY AS PHYSICIANS, STUDY SAYS

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hen it comes to exercise, physicians preach what they practice. According to research presented today at the American College of Sports Medicine’s 58th Annual Meeting and 2nd World Congress on Exercise is Medicine®, active, healthy medical students are more likely to prescribe physical activity in their future practices. From 2005 to 2010, a research team led by Felipe Lobelo, M.D., Ph.D., assessed objective markers of cardiometabolic health, including cardiorespiratory fitness and attitudes on physical activity counseling, in 577 freshman medical students in Colombia. Eighty percent of students reported believing physical activity counseling to be highly relevant in their future clinical practice. Interestingly, many of the students who said exercise 12

counseling was highly relevant were fit themselves. They were 1.7 times more likely to exhibit healthy levels of cardiorespiratory fitness and 3.2 times more likely to have normal triglycerides levels than their peers who don’t believe physical activity counseling will be relevant. Students who were healthy, met the current U.S. physical activity guidelines and had normal cholesterol levels were also more likely to strongly agree with the concept that an active doctor’s

Doctor’s Life Tampa Bay

Issue 6, 2013


exercise counseling will be more credible and motivating to patients. “I’m a strong believer in doctors practicing what they preach, and I think this study illustrates the concept perfectly because it’s based on doctors’ objective markers of health,” said Lobelo, a health scientist with the U.S. Centers for Disease Control and Prevention. “Physicians must set the example of physical activity and health for their patients.” In the study, students’ health and fitness were measured by waist circumference, body mass index, fasting glucose levels and lipid profiles, in addition to the 20-meter shuttle run test. Attitudes toward physical activity counseling were gauged through students’ answers to “How relevant do you think it will be in your future medical practice to counsel your patients on physical activity?” and “I will have the ability to counsel my patients more credibly and effectively if I am physically active.” “Previous evidence indicates that nearly two-thirds of patients would be more willing to become physically active if their doctors advise it, and these patients find an active, healthy doctor’s advice more credible and motivating,” said Lobelo. “It is critical for current and future doctors to understand the public health importance of providing physical activity counseling to every patient.” Physical activity counseling and prescription by health care providers is a key component of Exercise is Medicine, a signature initiative of the American College of Sports Medicine. Individuals looking to start the conversation with a doctor can visit the Exercise is Medicine website for free resources. http://exerciseismedicine.org/

Students who said exercise counseling was highly relevant were 1.7 times more likely to exhibit healthy levels of cardiorespriatory fitness and 3.2 times more likely to have normal triglycerides. The American College of Sports Medicine is the largest sports medicine and exercise science organization in the world. More than 45,000 international, national and regional members and certified professionals are dedicated to advancing and integrating scientific research to provide educational and practical applications of exercise science and sports medicine. The conclusions outlined in this news release are those of the researchers only and should not be construed as an official statement of the American College of Sports Medicine. Research highlighted in this news release has been presented at a professional meeting but has not been peer-reviewed. Comprehensive Financial Planning

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Doctor’s Life Tampa Bay

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What providers should know about ICD-10-CM

By Lee Browder National Director, PAHCS

L

istening to all the hype surrounding the implementation of ICD-10 gives one the impression it’s going to be VERY difficult to learn and VERY costly. FACT is, ICD-10 isn’t difficult to learn or use and most of the cost associated with its implementation will be caused by: 1) a general slowdown due to the learning curve associated with providers, coders, billers, software providers and insurance companies doing “something different”; 2) reimbursements may slow dramatically and 3) software may be problematic, depending on the system you are using and the assistance you get from your vendor(s). To lessen the impact on a practice, we recommend they have 6 months of cash available so any minor glitch doesn’t become a catastrophe. Some simple ways to lessen the impact of ICD-10 implementation: 1) Begin now. We recommend purchasing a 2014 ICD-9 codebook that has ICD-10 codes listed (or an ICD-10 DRAFT copy). 2) Coders and Billers in the practice should learn the ICD-10 codes for the specialty and communicate any new documentation requirements to the provider(s). 3) Providers need to work with coders and billers and take the initiative to learn what new documentation (if any) will be required for your specialty. 4) PRACTICE, make sure everyone who now uses ICD-9 knows what will be expected when ICD-10 happens. 5) External to the

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office, contact insurance companies and software providers to ensure they have a plan and will be ready. Keep in mind, for approximately 6 months coders, billers, insurance companies and software providers will need to use both ICD-9 and ICD-10. NOTE: All claims with a date of service before October 1 will use ICD-9. If any of those claims are denied and require resubmission the ICD-9 code will still be used, even after the October 1, 2014 transition.

Doctor’s Life Tampa Bay

continued on Page 16 Issue 6, 2013


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The Professional Association of Healthcare Coding Specialists (www.pahcs.org) has verified that professional coders can learn how to use ICD-10 in a couple of hours. Fact is, most of the conventions use for deciding which code to use and how to find them are almost identical between ICD-9 and ICD-10. Based on our findings PAHCS certified coders will not have to take expensive training programs and will not be required to take special ICD-10 proficiency exams. PAHCS recommends coders review terms of anatomy relevant to their specialty. Practitioners, in most cases, will be required to document to a higher level of specificity than they may be currently comfortable with and coders will need to communicate with them when they need more information. Under ICD-10, we feel, providers will face the most difficult challenges because they may have to change documentation procedures they have been using since they came into the profession. We recommend providers find out now if there are any new documentation requirements and, if so, begin documenting to those standards. Mistakes can be made, found and fixed now, after October 1, 2014 those mistakes will cause reimbursement to be slower. From our perspective at PAHCS the sky is not falling. This is a change that has been coming and we feel it will be an easy transition for those that take even minimal time to start preparing now. Don’t be one of the groups who will wait till September to start preparation. To offer more detail I’ve included the following: 1. ICD-10 is going to happen and preparations should be happening now! If you practice and prepare for ICD-10 the October 1, 2014 transition will be easier. Benjamin Franklin said “Failure to prepare is preparing to fail’. Don’t prepare to fail, get ready now. 2. ICD-10 has more codes. All ICD-10 codes begin with an alpha character and, in many instances, are longer than the ICD-9 code for the same diagnosis. ICD-10 codes are more exact, so there are more of them. However, body parts haven’t been renamed and medical procedures haven’t been altered. An example, under ICD-10 OB/GYN doctors must document and code the trimester. Simply put, for virtually every ICD-9 obstetric code, there are now at least 3 ICD-10 codes. 3. Transitioning to ICD-10 can’t be done overnight. Providers, insurance companies and coders in the United States have been using ICD-9 since it was published by the World Health Organization (WHO) in 1978. Doctors are comfortable documenting to ICD-9 standards. ICD10 represents a major change, and change is never easy. Plan now. Visit www.cms.gov/ICD10 and start learning the ICD-10 codes for you specialty and begin using ICD-10 documentation standards now. If providers begin learning and practicing any new documentation techniques and/or requirements for their specialty now so, by October 1, 1014, they will be second nature. 4. This is going to cost money. Time is money and the transition to ICD-10 will probably slow a practice down, at least for the first 6 months. Documentation will be more difficult (especially for those that wait to learn ICD-10 until September). Coding will be slower because all codes

will have to be individually found (at least for the first few months) and it will take time to ensure the most appropriate code is used. Additionally, there will most likely be a cost due to payer claim rejection…after all, this will be new to everyone. Based on the lost time potential (and denied claims) we feel it would be prudent to have 6 months of cash on hand to cover the practice overhead. What shouldn’t cost money is TRAINING! There is too much free information on ICD-10 and it would be, in the opinion of PAHCS, a waste to spend money on information you can get for free. The Professional Association of Healthcare Coding Specialists (www.pahcs. org) has determined providers and professional coders will be able to adapt and easily learn the ICD-10 system using free tools available through CMS and/or PAHCS. 5. The International Classification of Diseases (ICD)-10 is not new. In its latest version, it has been used as the standard for diagnosis coding and to collect statistical data on diseases in most of the world since 1994. On October 1, 2014 (as of this writing) the United States will begin using the ICD-10-CM (outpatient) and ICD-10-PCS (in patient). This move is needed because: a. The World Health Organization (WHO) tracks international statistical data using ICD coding. Unfortunately, the information coming from the United States makes it very difficult because the ICD9 doesn’t fully explain the diagnosis. b. Additionally, ICD-10 has the ability to be expanded allowing new and existing medical diagnosis to be better documented and better tracked statistically. 6. Even after ICD-10 is implemented, there will be ICD-9 coding. ICD-9 will still need to be used to follow up denied claims that had a date of service before October 1, 2014. It could be 6 months before all ICD-9 claims have been fully processed. Additionally, ICD-9 will probably continue to be used when coding workers compensation and in some other limited situations. Visit www.cms.gov/ICD10 and learn all you can about ICD-10. It’s free. Also for free on the CMS website are General Equivalency Mappings (GEMS) between ICD9 and ICD-10 at http://www.cms.gov/Medicare/Coding/ ICD10/2014-ICD-10-CM-and-GEMs.html As a footnote: PAHCS appreciate that some providers will want “verification” their coder is “up to speed” on ICD-10CM, to meet that need PAHCS will offer a free, optional, online quiz for any coder that wants a third party to verify they are knowledgeable in ICD-10-CM coding. PAHCS has also posted two free video products on our website at http://www. pahcs.org/content/icd-10-cm-information In the “big picture” practices proactively getting ready to transition to ICD-10-CM will easily make the conversion. Take advantage of all free ICD-10-CM programs available on line. ICD-10-CM isn’t going to be that difficult to implement, if you prepare now.

In the “big picture,” practices proactively getting ready to transition to ICD-10-CM will easily make the conversion.

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Questions about this article can be directed to Lee@pahcs. org. Lee Browder is the National Director of PAHCS.

Doctor’s Life Tampa Bay

Issue 6, 2013


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Is Your Practice Ready? MEANINGFUL USE STAGE 2 CORE MEASURE 9 SECURITY RISK ANALYSIS AND HIPAA SECURITY RISK ASSESSMENTS By Randy Homa Business Development Manager, Security Compliance Associates Healthcare Division

A

s we move into stage two of the meaningful use program and with the effective date having come and gone for compliance with the new HIPAA Omnibus Mega Rule, it is critical to take a strong look at your security posture. Core Measure 9 of Stage 2 of the Meaningful Use Incentive Program requires you to “Protect electronic health information created or maintained by the certified E H R technology through the implementation of appropriate technical capabilities.” There is no exclusion for your practice to meet this requirement. In order to meet this criteria, you must conduct or review a security risk analysis in accordance with the requirements under 45 CFR 164.308(a) (1) and address the encryption/security of data stored in CEHRT in accordance with requirements under 45 CFR 164.312 (a) (2) (iv) and 45 CFR 164.306 (d) (3) implement updates as necessary and correct identified security deficiencies as part of your risk management process. The key areas that need to be reviewed to ensure that your practice has the best possible security posture include the technical, administrative and physical safeguards your practice has in place to protect PHI. A thorough and comprehensive assessment of risk following NIST guidance will allow you to gain a true understanding of your security posture. An accurate picture of your security posture allows for you to make informed decisions regarding your risk management plan and process. Conducting and reviewing these assessments annually as part of your Risk Management Plan are not only important for meeting the regulatory requirements for Meaningful Use and HIPAA Compliance, they will assure that you are putting your practice in the most secure environment possible. As you prepare to meet the requirements listed above, please keep the following in mind. The more thorough you are will put your practice in a better posture. This will result in your practice being better positioned to withstand malicious activity and regulatory scrutiny. Having a risk management plan in place, completing annual risk assessments and following through on mitigation plans will have several positive impacts on your practice. It will decrease the likelihood of downtime and its impact on patient care. Moreover, it will reduce the risk of a Data Breach, along with the associated penalties and negative publicity. A data breach may have lasting impact on your reputation, as well as the overall confidence a prospective patient may have in your practice. A solid risk assessment will ensure you are compliant with HIPAA/HITECH and the CMS Incentive Program mandates. Here are some things to keep in mind as you review your physical, administrative and technical safeguards as part of your risk assessment. From a physical standpoint, be sure to check on the following key aspects of your environment: »» external door locks and alarms »» emergency water and power shut off »» smoke alarms and fire extinguishers »» internal locks or monitoring for secured areas »» server or wiring rooms 18

Doctor’s Life Tampa Bay

Issue 6, 2013


Conduct a thorough security risk assessment

Identify risks, threats and vulnerabilities

Monitor Results

»» »» »» »» »»

Develop Remediation Plan

Mitigate risks, threats and vulnerabilities

paper charts (where and how they are stored) medication closest or cabinet and locks laptops and workstations patient and visitor logs internal separation between front office and back office

These are all areas that you will need to review as part of your thorough evaluation. Administrative safeguards that need to be reviewed include your policies and procedures. This is an area that is often overlooked. Having a policy or procedure in place does not meet the regulatory requirements. You should have a documented, written policy, backed up with standards and procedures that all employees understand. Per HIPAA, there are numerous requirements that must be met and each one of these criteria has specific implementation requirements that must be documented. Your workforce clearance policy may say how you provide clearance to your employee. It must also include whether or not you complete background checks, what type of check you do, whether your re-screen and how frequently you do so. The policies and procedures you have in place will guide how you protect PHI. When reviewing your technical safeguards, please keep in mind that some of these will also be covered in your administrative safeguards - including your information security policies. Please keep in mind that of all the new threats that evolve on a daily basis from viruses, malware and the like, you also need to take the human factor into consideration. Phishing is growing more and more prevalent and you must inform your workforce on these threats and how to handle them appropriately. You must also monitor your logs, keep up to date with security updates, patches and antivirus. Encryption is a critical concern for Stage 2 of Meaningful Use. Of the breaches that have led to large fines over the last few years, nearly all of them included an unencrypted piece of machinery and failure to complete a thorough and comprehensive security risk assessment. The only way to ensure you are protecting PHI in the case of a lost or stolen device is to have Full Disk Encryption that meets the NIST standard definition. Although there are alternative measures available, the only acceptable way to ensure protection is Full Disk Encryption. There are many options available to you regarding encryption, look into the options that best meet your practices needs and financial considerations. As we move into Stage 2 of the Meaningful Use Program, make sure you are taking the proper steps to protect your practice and your patient data. Complete your security risk analysis, determine what risks exist, develop a remediation plan, mitigate the risks and monitor your results. This will help minimize risks to your practice. Issue 6, 2013

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n o i t p i r c s e Pr

Your Social Media

New Year, New You… New Marketing Strategy? SETTING BUSINESS UP FOR SUCCESS IN 2014 By Dale Griffen, R.N. The Go! Agency USA Before you know it the holiday season will be behind us. We will have enjoyed time with friends and family, decorated and undecorated for the season, and eaten to capacity. What’s next? New Year’s resolutions, battling for a free treadmill at the gym, trying crash diets, quitting smoking… and then, before you know it, life goes back to normal. Those resolutions and goals are all but forgotten for most of us. In fact, according to a study by the University of Scranton: Journal of Clinical 20

Dale Griffen

Psychology, only about 8% of Americans that set New Year’s Resolutions are successful in achieving them. Now let’s slant this towards something near and dear to you: your business. New Year’s resolutions are generally geared towards personal goals, but you are not the only one who can benefit from change, your business can as well. What steps can you list RIGHT NOW that you are going to make in 2014 to ensure that you’re among that successful 8% of Americans? If you want to invigorate your business, the best place to start is your marketing strategy. A marketing strategy is a written formula for how you will achieve success. As you know, with any plan, those that actually have a ‘written plan’ find greater success. I started out my career as an R.N., and learned the nursing process - which consists of Assess, Diagnose, Plan, Implement, and Evaluate (ADPIE). This formula works for a lot of different things - and I want to show you how it relates to several portions of your marketing strategy too! To ensure that 2014 is a fruitful one for your business, take a look at the following ideas and see if you can add them to your existing marketing strategy or if they can help you lay the continued on Page 16 Doctor’s Life Tampa Bay

Issue 6, 2013


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groundwork for a brand new marketing strategy!

YOUR WEBSITE

First of all, take a look at your website. Assess what it looks like and it’s functionality. Remember many times this is the first impression people get of you when searching online. Diagnose what it’s problems are. Does it reflect the professionalism and quality service you provide? Are the graphics clean, clear, and fresh? Is it a website that you personally would want to explore? Does it give clear and direct information, methods of contact, and is it easy to navigate? Is the design responsive (works on web, tablets and phones)? Remember one of the largest growing search tools are smartphones! Is it friendly and interactive? Do you have one of the most overlooked portions of a website - a robust blog? Next Plan what you’re going to do. Make a list of the issues you’ve discovered above and decide what you’re going to do to fix them. Is it something you can do on your own? Or should you find a company to help you with it? Once you’ve made that decision - put it into action, Implement it! If you’re doing it yourself, set a time frame to have it completed in. If you’re outsourcing make sure the company you are outsourcing to gives you a concrete plan and work together with them to get it done. Once your website is complete, Evaluate before signing off on the project. Does is meet all the Assessments and Diagnoses from above?

SOCIAL MEDIA

Now let’s take a look at your social media marketing. Whether you’re proficient at navigating the online marketing waters at this time or not - have you logged on to each site, especially the big six - Facebook, LinkedIn, Twitter, Google+, YouTube, and Pinterest and claimed your business name? This is important, as businesses are quickly jumping on the social media bandwagon and the name you want may be already taken. Note: Some unscrupulous

22

businesses are even claiming their competition’s name! Generally the most successful healthcare related campaigns focus on Facebook, LinkedIn, and Twitter. Assess the status of each of the platforms you engage with. Again, as with your website, people may come in contact with your online profile before event meeting you. Will they be impressed? Are you getting lots of traffic to your website, phone, and office from your social media campaign? If not - Diagnose the problem. Is your number of followers low? Are they engaging and commenting, sharing, ‘liking’ what you post? If not, Plan how to manage the problem and Implement it. Attend a seminar on how to improve your social media overall. Hire a consultant to work with you directly. Or outsource your social media campaign to a company that can populate your sites, engage with them using topics and questions that will entice them, not only to engage, but to keep them coming back to your site - sharing, commenting, and ‘liking’ what you write, catapulting you as an expert in your field. Then sit back and Evaluate the number of added clients, invitations to events, speaking engagements, and collaborations that you receive!

EMAIL MARKETING

Another thing to Assess in your marketing strategy is your Email marketing campaign. What’s the status of your database? Does your newsletter carry your business branding through so that clients recognize your content? Is your campaign consistent, scheduled, and do you monitor the results? Is it tied in with your social media marketing? Once you assess and diagnose the status of this portion of your marketing strategy, you’ll be able to plan and implement your plan of action and then evaluate the results! Of course these items are just the tip of the iceberg, but consider them in addition to using ADPIE to create an extremely effective marketing strategy for 2014! Remember - it is never too late to make positive marketing changes in your business.

Doctor’s Life Tampa Bay

Issue 6, 2013


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Doctor's Life Magazine, Tampa Bay Issue 6, 2013-14  

A publication for Tampa Bay Physicians featuring Business, Lifestyles and Opportunities.

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