Health Systems and Political Influence: A Constant Evolution
- As health systems continue to discipline employees for inflammatory social media posts, chief marketing officers (CMOs) report a constant struggle to inform and monitor staff regarding their online...
- Over the past few years, numerous health systems have been forced to take disciplinary action, including terminations and public statements, in response to controversial employee posts on platforms...
- "This will be a constant evolution as it just changes all the time and people have so much power in the palm of their hand with their smartphones,"...
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As health systems continue to discipline employees for inflammatory social media posts, chief marketing officers (CMOs) report a constant struggle to inform and monitor staff regarding their online activities. The proliferation of social media platforms and the ease of sharing opinions have created a new landscape for healthcare organizations to navigate.
Over the past few years, numerous health systems have been forced to take disciplinary action, including terminations and public statements, in response to controversial employee posts on platforms like X (formerly Twitter) and instagram. Marketing leaders are continually refining social media policies and crisis communication strategies to mitigate the risks associated with employee expression.
The Evolving Landscape and Increased Power of Individuals
“This will be a constant evolution as it just changes all the time and people have so much power in the palm of their hand with their smartphones,” said Timothy Brown, chief communications and marketing officer of Stony Brook (N.Y.) Medicine. “It’s kind of unbelievable – 20 years ago we wouldn’t have been having this conversation.” This sentiment highlights the dramatic shift in communication dynamics and the increased potential for rapid dissemination of details – and misinformation.
The issue isn’t limited to a single topic. Hospitals and health systems have addressed social media comments spanning a variety of sensitive subjects. Proactive measures are increasingly favored over reactive discipline.
Proactive Strategies and Policy implementation
Healthcare marketing leaders emphasize the importance of proactive education and clear policies. Rather than solely responding to incidents, organizations are striving to prevent them through thorough guidelines and training.
“Sharp HealthCare has a policy to address employee social media use as it relates to or is on behalf of Sharp, and which offers guidance on maintaining separation between personal social media use and work,” said Paula Berberick, vice president of marketing and communications for the seven-hospital system based in San Diego. This policy aims to delineate the boundaries between personal expression and representation of the association.
The marketing and communications team at Brewer, Maine-based Northern Light Health collaborates with the system’s compliance staff to create and update social media guidelines. This collaborative approach ensures alignment with legal and ethical standards.
Examples of Disciplinary Action
Recent instances demonstrate the seriousness with which health systems are addressing this issue. NYU Langone Health took disciplinary action against a leader following controversial tweets, and Johns Hopkins suspended a physician for anti-Palestinian tweets. These cases underscore the potential for notable repercussions for employees who violate social media policies.