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Why Facebook Struggles With Healthcare

Over the past year Facebook’s popularity has continued to skyrocket. The world’s largest social network is now home to 700 million+ users and 2.5 million company pages (updated June 23, 2011).  So it should come as little surprise that millions of Americans are turning to Facebook to search for and discuss health related information.  However, while social collaboration can improve patient outcomes and reduce healthcare costs, it can also lead to unintended consequences.

We saw such an unfortunate result when a physician, Dr. Alexandra Thran, was reprimanded by state regulators in Rhode Island after she inadvertently identified a patient through a Facebook post.  From what has been shared, Dr. Thran recounted a recent series of emergency room experiences without revealing the patient’s name but included enough detail about the patient's injuries that a third party was able to identify the patient.  As a result, Westerly Hospital terminated her clinical privileges.

However, regardless of whether Dr. Thran was attempting to use Facebook to coordinate treatment or to share a teaching moment with her patients or colleagues, the lesson we should learn is that Facebook may be the wrong platform for either activity.  For all its success as the world’s most utilized social network, Facebook still faces inherent limitations due to its consumer orientation, advertising driven business model and questionable privacy practices.  

Incidents on Facebook like Dr. Thran’s should make one unmistakable message clear.  Be careful in today's ever changing social world.  If you or your organization believe a collaborative platform can improve communication and knowledge sharing, than by all means go for it.  Just remember that there are enterprise tools designed to support the unique requirements of the healthcare industry. So don't be afraid to ask the #HCSM or #HITsm community for help evaluating the most appropriate social strategy.