Q&A: Growth in Social Media Use Blurs the Lines of How Pharmacists Should Post

Since its use has reached unprecedented heights today, pharmacists’ presence on social media should be well-calculated to ensure appropriate content for patients in their community.

“Social media and platforms that we exchange ideas on, or create and share content, have really exploded,” Jennifer Flynn, CPHRM, vice president of health care risk management at the Healthcare Provider Service Organization (HPSO) and manager of health care risk management at Aon, told Drug Topics. “Unfortunately, this has become a professional risk for pharmacists and other licensed providers because once the state hands you over that license and says you've met the requirements to practice as a provider in the state, it's done so with the responsibility to act ethically and professionally.”

In part 2 of our interview with Flynn, she focused on pharmacists and their use of social media. From the patient privacy risks to the opportunities to further elevate their individual roles within health care, there is a fine line pharmacists must manage when it comes to their personal and professional use of social media.

READ MORE: Expert Discusses Social Media as Primary Source of Health News

Drug Topics: What counts as social media for pharmacists?

Jennifer Flynn: Maybe the answer to this question would've been a lot easier a few years ago. Social media and platforms that we exchange ideas on, or create and share content, have really exploded. You probably know the bigger platforms like Facebook and Instagram, YouTube and the like. Other platforms like blogs or video logs can be used socially.

There are also ways of using social media professionally. That might be your pharmacy schools or residency programs or even professional and organizational organizations or societies that allow creation, sharing—that interacting—on their platforms.

I think this is where the distinction is because there are definitely social media platforms, but social networking as a general concept is really bringing together these platforms and even helps at times for pharmacists and other like-minded people to find each other to share their ideas and those who have similar interests. So it really runs the gamut I think is the answer.

Drug Topics: How might a pharmacist harm themselves or their professional careers by posting to social media?

Jennifer Flynn: Unfortunately, this has become a professional risk for pharmacists and other licensed providers because once the state hands you over that license and says you've met the requirements to practice as a provider in the state, it's done so with the responsibility to act ethically and professionally. Becoming a licensed professional, the public's trust is in you because of your education and that license that you hold.

Some of the ways that pharmacists harm themselves when they use social media is if there's ever times where they are advertising or using exaggerated statements. As a pharmacist who might influence other people's decisions, if they don't disclose that they are benefiting in some way, financially or otherwise, by endorsing a certain product or brand, that could be misleading to the folks who are reading those posts and following what you say.

There are also definitely areas where we get into misrepresentation, whether you are putting yourself out there as an expert in a certain area or a certain specialty of pharmacy practice. You just want to be careful. Certainly you want to get credit for the degree, qualifications, and experience you have earned, but you also want to be careful that you're not over promoting any unearned credentials or that someone might interpret it as you have credentials that you didn't earn by what you are saying and the tone that you're using.

You probably are most familiar with the idea of privacy and pharmacists breaching that confidentiality. Don't ever post anything that could create conflict and expose your patients without their consent. A lot of these privacy issues really comes down to knowing your facility or your employer's policies and procedures around those postings in order not to do that in the first place.

READ MORE: Technology & Data Resource Center

Are you ready to elevate your pharmacy practice? Sign up today for our free Drug Topics newsletter and get the latest drug information, industry trends, and patient care tips, straight to your inbox.