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thehealth organizations need to protect themselves against possible attacks to itsreputation in internet
first seminar of legal challenges andreputation in health 2.0
-for LourdesFragua, Secretary Farmaindustria, “health information is not”subject to the limits of the advertising
Madrid, June of2012- Health organizations need to protect themselves against possible attackshis reputation on the internet and social networks, according to experts gathered in theSeminar on legal challenges and reputation in health 2.0, organized by thePR and communications consultancy specializing in health COMHealth and the International Office of advising companies Ashurst.
exposure ofhealth centres, laboratories, insurers, health care professionals andscientific societies to criticism on internet forums and social networksgrows each day, with the appearance of pages on assessment centres andprofessionals and the rise of social networks, according to Carlos Mateos, director ofCOM health. “It is necessary to monitor and interact with what appears in”the network and develop a communication strategy, which includes a plan of”crisis to provide rapid response to such situations,” adds.
Furthermore,Carmen Perete’i, Director of the Department of commercial contracts and newAshurst technologies, highlights the legal implications of the so-called health2.0: “The legal world and the world of new technologies work to”different speed, giving rise to situations of empty legal elegal uncertainty. This imbalance is necessary to interpret the rulesexisting in the environment offline to extrapolate to the environment online, something thatis not always easy, especially in highly regulated sectors such as”health or the pharmacist”. And remember: “what is published in”Internet can have legal significance; Therefore, the companies in thesesectors should know how have to submit your information in the network and how”they can react to opinions of third parties that affect them”.
another aspectto take into account the communication of health on the internet is the treatmentlegal differentiated get advertising – considered promotion – and theinformation, stands out for its part Lourdes Fragua, general Secretary ofFarmaindustria, the patron of the pharmaceutical industry, “information”health is not considered promotion by legal regulations or the codeEthical Farmaindustria, but there is a tendency in Europe to better define their”limits”.
social mediado not solve the problem of saturation of health consultations, withoutHowever, help to specialists to order his work and reduceslightly face-to-face visits ”, explains Dr. Salvador Casado,doctor of primary care and a pioneer in patient care throughTwitter: I do not intend to resolve a query with 140 characters, but Igive valid advice without having to physically move me ”. In thatsense, the married doctor believes that it offers added value to their patients to theprescribe them an Internet or address providing your email address, if have any doubt out of the health centre ”. The person in charge ofNew technologies of Madrid of family medicine society andCommunity, José Avila of Thomas, defends the interaction between medical andpatient through the Internet and social media. In his view, the truethe 2.0 environment goal is to ensure that the patient have a protagonist role andYou can participate in the decision about their treatment ”.
participationthe patient should be ensuring the confidentiality of your data ”,the director of the legal advice of USP hospital, Isaac Millan explains it. Inits hospital network put the security of such personal information toany initiative and have a community manager that monitors for which isrespect the maximum all the websites and blogs that manage.
Moreover, theresponsible for the legal area of Roche, Javier de UrquÃa, is in favour of countall the information that might be relevant to our target ”,always within the legal limits. For the Manager of the company, the transparencyIt is the principle leads them to provide information about research andadoption of some medications ”. To reach the specialistshealth, Roche has restricted access web pages ” which make themget all the information about their drugs.
However, thethe content control has its limits in the 2.0 environment. For the directorAngelini, Josep Soldevila, digital marketing now we are not ownersonly the result, but build the brand with consumers,that will guide us in our marketing and communication plan ”. Thelaboratory has developed a strategy for their medicines OTC which hasinvolved throughout the Organization, and which takes into account the views thatpour in social networks.
