Social Media and Your Practice. Presented at the Annual Meeting of the Philippine Academy of Ophthalmology, November 30 to December 1, 2022

1. Social Media and
Your Practice
FPPT.com
Alvina Pauline D. Santiago, MD
PAO Annual Meeting 2022

2. Disclaimer
I am on Social Media
https://img.freepik.com/premium-vector/popular-social-media-icons_248162-157.jpg?w=2000

3. Outline
Birth of PAO Social Media Policy
How we should behave
How we should NOT behave
Harnessing Social Media

4. Birth of the PAO Social Media Policy
• PAO Council 2018-2019
• Ethics Committee Chair
– PAO Code of Ethics for Physicians
Practicing Ophthalmology in the
Philippines
– PAO Code of Professional Conduct
– PMA Code of Ethics

5. PAO IRG 2012. Rule 3 Eye MD and Patients
• Section 5. Patient Solicitation; Unethical
Recruitment Activity.—(a) The EyeMD shall refrain
from soliciting patients through any means or form
or through any medium unless otherwise
permitted by this Code; neither should he offer to
or receive from a fellow physician, EyeMD, allied
health professional or independent solicitor any
fee(s) or favor(s) or consideration(s) for the
purpose of obtaining patients.

6. PAO IRG 2012. Rule 7
Eye MD and Communication to Public
Section 3. Guidelines in the Execution of Communications to the
Public.—Communications to the public must strictly adhere to the
following criteria:
• They must be factual, informative, truthful and accurate;
• They must not make or contain misleading or deceptive claims or
statements;
• They must not misrepresent facts or information;
• They must not be laudatory;
• They must not make or contain any unsubstantiated, unsupported
or patently insupportable claims to superiority;
• They must not discredit, injure or be derogatory to any colleague or
a group of colleagues, or to the Academy, and
• They should not tend to, or have the effect of commercializing the
profession.

7. PAO IRG 2012. Rule 8
Eye MD and Financial Relationships
• Section 2. Conflict of Interest.—Any EyeMD who has a
non-professional interest in an enterprise related to his
practice shall not allow such interest to prevail over or
affect his clinical judgment.
• Section 3. Commercial Relationships.—Any EyeMD in a
commercial relationship with a hospital, eye center,
professional partnerships, managed-care organizations
or similar endeavors should remain prudent of his
obligations towards his patient and his responsibilities
to his profession.

8. • Dignity and nobility
• Professionalism
• Refrain from commercial
undertaking

10. PMA Code of Ethics. Article III.
Duties … to Community
•Section 4. A physician shall not employ agents in the solicitation and recruitment
of patients. For the promotion of medical practice, a physician may use
professional cards, classified advertising, publications, internet, directories and
signboards. Signboards shall not exceed one by two (1x2) meters in size. Except in
internet web sites, only the name of the physician, field of specialty, office hours or
office or residential addresses may appear. The act of the physician in publishing
his or her personal superiority, special certificates or diplomas, post graduate
training, specific methods of treatment, operative techniques or former
connections with hospitals or clinics is not allowed. However, these matters may
be placed by a physician within the confines of his clinic or residence. For internet
web sites, recognizing the right of a patient to know the capabilities and
qualifications of his doctor, special certificates or diplomas, post graduate training
and former connections with hospitals or clinics may be posted.

11. PMA Code of Ethics. Article II Section 5
• Section 5. A physician involved in multi-media must be well informed
of the matter under discussion. Only the name of the physician and
membership to a society or institution may be mentioned or posted.
A physician should only make a general opinion and shall refrain
from making a specific diagnosis, therapy or projection to individual
cases in his appearances in the broadcast media. An article written
by a physician must be evidence-based and disclose connections
with pharmaceutical or health product companies. A physician shall
not commercially endorse any medical or health product.

12. chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://w
ww.philippinemedicalassociation.org/wp-content/uploads/2019/0
6/Code-of-Ethics-of-the-Medical-Profession-2019-adopted-by-PM
A-and-PRC.pdf

13. chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://www.philippi
nemedicalassociation.org/wp-content/uploads/2019/06/Code-of-Ethics-of-th
e-Medical-Profession-2019-adopted-by-PMA-and-PRC.pdf

14. Social Media
and Medical
Professionalism
https://healthxph.net/

15. • https://employmentrightsireland.com/wp-content/uploads/2015/11/social-media-policy.jpg

16. Composition
• Not Council
• Not Ethics Committee
• Nominated by Subspec Societies,
Training Institutions, Chapter
Societies
• 7 Consultants of Training Institutions
• 5 Residents in Training
• 4 Representatives of Chapter
Societies
Non-PAO Members (n=10)
• 4 non-ophtha MD
• MD-JD
• PhD/IT Professor
• Medical Student: MD PhD
• Priest/Ethicist/ex med student
• ICT Director/ ex med student
• Marketing IT
PAO Members (n=16)

17. EyeMDs:
7 consultants, 5 residents,
4 chapter society representatives
• Tirol MA, CSMC
• Rodriguez R, EAMC
• Santiago Y, SLMC
• Guevarra G, UERMMMC
• Perez C, PGH
• Fermin ML, OsMAK
• Soriano R, JBL
• Figueras M, CSMC
• Abaya RM, EAMC
• Briones LJ, UERMMMC
• Torrefranca A, PGH
• Lardizabal F, JBL
• Ocubillo M, CVSP
• Camonias D, NMSO
• Delos Santos P, Rizal
• Montes E, EVSO

18. Non-EyeMDs
• Dr. Sison G, #HealthXPH, CNN
• Dr. Baticulon R, NSS, IT, Writer
• Jiz K (MD/JD) medicolegal,
anesth
• Dr. Lopez J, #HealthXPH, Public
Health
• Dr. Faraon E., UP Faculty, Public
Health, Health Policy
• Dr. Yu W., PhD, IT Professor,
Data Privacy
• De Villa J, ICT Director, UAP, UP
Med Stud Undergrad
• Enriquez AP, Marketing/IT
• Fr. Gaston G, Religious, Ethicist,
UP Med Stud Undergrad
• Tantengco O, MD PhD Student

19. HOW WE SHOULD BEHAVE

21. PAO Policy on Social Media
Practice,
Affiliation,
Research
Grievance
and
Complaints
Connecting
with Patients
Posting and
Commenting
Tagging of
Doctors
Socmed logos from www.sendible.com

22. PAO Policy on Social Media
Practice,
Affiliation,
Research
Grievance
and
Complaints
Connecting
with Patients
Posting and
Commenting
Tagging of
Doctors
Socmed logos from www.sendible.com

23. On posting about practice,
affiliation, research
https://www.chesapeakeeyecare.com/uploads/CEC-Welcome-Dr-Chang-Social-Post.png

24. PMA Code of Ethics. Article III.
Duties … to Community
•Section 4. A physician shall not employ agents in the solicitation and
recruitment of patients. For the promotion of medical practice, a physician
may use professional cards, classified advertising, publications, internet,
directories and signboards. Signboards shall not exceed one by two (1x2)
meters in size. Except in internet web sites, only the name of the physician,
field of specialty, office hours or office or residential addresses may appear.
The act of the physician in publishing his or her personal superiority, special
certificates or diplomas, post graduate training, specific methods of
treatment, operative techniques or former connections with hospitals or
clinics is not allowed. However, these matters may be placed by a physician
within the confines of his clinic or residence. For internet web sites,
recognizing the right of a patient to know the capabilities and qualifications
of his doctor, special certificates or diplomas, post graduate training and
former connections with hospitals or clinics may be posted.

25. PMA Code of Ethics

26. On posting about practice,
affiliation, research

27. On posting about practice,
affiliation, research
https://oculusresearch.com/presbyopia

28. On posting about practice,
affiliation, research
https://assets.secure.ownlocal.com/img/uploads/9926701/large_images.jpg?1552382341

29. On posting about practice,
affiliation, research
https://i.pinimg.com/originals/cf/ac/ea/cfaceacbe8d35d775cb54
b18b20d7f28.jpg

30. PAO Policy on Social Media
Practice,
Affiliation,
Research
Grievance
and
Complaints
Connecting
with Patients
Posting and
Commenting
Tagging of
Doctors
Socmed logos from www.sendible.com

31. On posting
and commenting online
Do not engage!

32. On posting
and commenting online
55/M, farmer from Negros…

33. On posting
and commenting online
First Robotic Eye Surgery In Man
http://en.koreaportal.com/

34. On posting
and commenting online
https://www.thesun.ie/news/world-news/6201453/sexist-do
ctor-alive-blasted-for-partying-without-mask/
'HOT doctor' Mikhail Varshavski has
landed himself in hot water - after
flouting his own advice to party with
bikini-clad women without wearing a
mask.
The YouTube star, known as Dr Mike, has
previously stressed to his legions of
followers the importance of wearing a
mask to limit the spread of Covid-19.

35. On posting
and commenting online
https://onlinelibrary.wiley.com/cms/asset/90beeae9-9591-4a
7d-adcb-8c1fe6d0c2e9/add14151-fig-0002-m.jpg

36. On posting
and commenting online
• https://youtu.be/S5
hG9luiioo

37. On posting
and commenting online
• “I am a paid consultant by ABCD Company.”
• “I am the recipient of a grant by XYZ.”

38. On posting
and commenting online

39. PAO Policy on Social Media
Practice,
Affiliation,
Research
Grievance
and
Complaints
Connecting
with Patients
Posting and
Commenting
Tagging of
Doctors
Socmed logos from www.sendible.com

40. Grievance and Complaints

41. Grievance and Complaints

42. PAO Policy on Social Media
Practice,
Affiliation,
Research
Grievance
and
Complaints
Connecting
with Patients
Posting and
Commenting
Tagging of
Doctors
Socmed logos from www.sendible.com

44. HOW WE SHOULD NOT BEHAVE

45. Hypothetical Case
(any similarity to real life situations not intended)
• I had my FLACS
procedure done and can
see better that I ever did
at the DOC P Eye Center.
• Come see me so you can
reach the same level of
vision
Solicitation
Advertising
Conflict of interest
Endorsement of a procedure

47. “SHOCKING video
footage shows the
moment doctors held a
New Year's party in
surgery while a woman
screams in agony as she
gives birth.”
https://www.thesun.co.uk/news/8104167/do
ctors-new-year-party-woman-labour-birth/

48. Patient Shaming
Doctor posted
Other MDs joined

49. Called patient names
Use of foul language
Bragged about MD degree
https://youtu.be/QgpfNScEd3M?t=175

51. https://www.snopes.com/fact-check/did-director-steven
-spielberg-die/
https://www.wikiobits.com/Obits/Steven_Spielberg

52. HARNESSING SOCIAL MEDIA

53. Harnessing social media
• Educate
• Promote [health] advocacies
• Network
• Marketing
• Practice Management Advice
• Refer patients or Consult
about patients (online opinion)

54. Harnessing social media
• Connect
• Casual talk
• Establish friendships
• Find a mate
• Digital Imprint
• Make your opinion or issues
known
• Search for a job

55. Socmed & MD: Professional Networking
https://www.softwareadvice.com/resources/social-media-for-doctors/

56. The “Professional” Social Media: Educate

58. Educate

59. https://www.softwareadvice.com/resources/social-media-for-doctors/
Data Privacy Act of 2012
• Sensitive Health
Information

60. Promote active lifestyle
• Posts daily
• Photos of his
lifestyle—gym dog
• Promote healthy and
active lifestyle
• Connect with patients

61. Dr. Don Dizon
Professor of medicine at Brown University,
Director of medical oncology at Rhode Island Hospital
• Videos on cancer
• Colorful ties
• Cancer research and
other health
• Pep Talk
• Inspiration

62. The “Professional” Social Media

64. Dr. Leslie
• “Daily Doctor Facts”
• Health education about
anatomy, healthcare news,
and advice.
• Responds to users about
patient-doctor
communication, healthcare
trends, and news

65. Dr. Kevin Pho
• social media’s leading physician
voice.”
• stories from all aspects of the
healthcare system.
• provides a space for doctors, nurses,
medical students, and policy experts
to share their insights and
experiences.
• publishes articles on everything from
physician suicide to electronic health
records to, of course, social media

66. The “Professional” Social Media

67. The “Professional” Social Media

68. The “Professional” Social Media
• Clinic Announcements and Appointments
– Name
– Specialty
– How to contact you or make an
appointment
– Scheduling

69. The “Professional” Social Media
• Online consults (?)
– Data Privacy Act
– Informed
• More “secure” platforms

70. The ”Professional” Social Media:
LinkedIn

71. PAO on Social Media

72. PAO on Social Media: Eye Care / Mat

73. PSPOS on Social Media

75. Bikol Bisaya

76. PAO on Social Media

77. PAO EyeMDs (Official Announcements)

78. PAO on Social Media

79. PAO Doctors

80. Conclusion
Digital footprint
Social media is public space
Uphold integrity of the Filipino EyeMD

81. https://www.healio.com/~/media/slack-news/fm_im/misc/infographics/2021/january/pc0121dizon_graphic_01.jpg?w=800