Choosing the means of communication is a complicated decision for the communications coordinator of QRS Pharmaceuticals. Health care communication can be tricky, especially when it concerns not only a large population but also a well-known public figure such as Mahepmabel Gerstberger. The fact that significant negative side effects caused by a drug manufactured by QRS makes the task of addressing the public even more difficult. Traditional, electronic, and social media each have advantages and disadvantages as a means of communication. Each type of media comes with its own hazards of very easily breaching patient confidentiality. In a crisis situation, as this could become, making the public aware of the possible hazards of taking DEFGH drug, large scale, immediate, interactive forms of media are best. With regard to Mahepmabel Gerstberger, the communications coordinator will only use statements prepared by the movie star’s spokesperson and an attorney to avoid any Health Insurance Portability and Accountability Act (HIPAA) violations.
Traditional Media Traditional media for means of announcement appears to be advantageous in this case that Mahepmabel Gerstberger suffered life-threatening side effects after consuming DEFGH drug for six months. HIPAA has made it difficult to broadcast any information about a specific person with regard to that person’s health information. Traditional media includes television, radio, and print, and the goal is to inform, educate, or influence the public. In 1982, seven people died from cyanide poisoning linked to the drug Tylenol. “Johnson & Johnson, Tylenol’s maker, was praised for rapid and complete disclosure of the circumstances surrounding the crimes as well as revamping the product to make it tamper resistant” (Hicks & Nicols, 2012, p. 15). In some cases, using traditional means may be viable to avoid rapid-fire questioning from reporters, etc., leading to accidentally disclosing patient protected information. A drawback to this type of media is the inability for the public to ask questions of the sender. Only sender-receiver-communication can take place.
Electronic Media Electronic media includes any type of broadcast using electronic technology, such as video recordings, multimedia, and slide presentations, and e-mail, just to name a few. Electronic media come with disclaimers meant to safeguard the original sender of the information. Unfortunately, celebrity involvement introduces many problems for any means of communication. Information may be sent to one person or a group of people, and find its way into the wrong hands, and it “goes viral.” Electronic media has many disadvantages for health care communications of this sort. There are too many avenues for Mahepmabel Gerstberger’s health issues to be made public instead of just the pharmaceutical information by using electronic media methods. Hackers are an obvious hazard of electronic messages. Not only is the message itself considered electronic media, so is the electronic device used to transmit the message. Therefore, another problem is protecting the medical information on the device from theft, etcetera.
Social Media Any company wanting to remain competitive today will use social media regardless of the risks involved. HIPAA makes everyone nervous because there are so many opportunities for errors; however, social media is the best way to inform an unlimited number of people immediately. “HIPAA is a reason to be cautious in the use of Facebook, or any social media, but the use of social media, specifically Facebook, can make it easier to stay connected to patients and to share essential information” (Walters-Salas, 2012, p. 86). YouTube, Twitter, Flickr, blogs, podcasts, webcasts, Linkedin, are just a few of the many types of social media. These are highly interactive platforms and very effective means of communication, provided one is using reputable sites. These are also excellent tools for educating patients about diseases, disorders, and treatment options. Social media can update the community quickly in a crisis situation with the latest information as it becomes available. Social media electronically transforms the audience by allowing them to respond to the content or contribute new information as they see fit. A well-placed blog from the communications coordinator may improve QRS Pharmaceuticals’ reputation by responding to customer concerns and waylaying fears before there is a widespread panic. A problem with using social media is that some people share too much of their personal information, not realizing the means of communication is not a secure channel. Before anyone realizes what happened, a stranger has obtained medical records, which contain enough information to steal one’s identity. People do not realize how immediate and permanent social media is. Records of any communications are traceable.
How HIPAA Affects the Use of Different Media Choices The public’s awareness of HIPAA, their rights as consumers, and the responsibilities of providers to keep patient information private make health care communication tricky business. Breaching confidentiality accidentally is very easy to do without having one’s words examined under a microscope, looking for a lawsuit. Unfortunately, such is the case in many circumstances today, which makes the communications coordinator for QRS Pharmaceuticals’ job even more difficult. Informing the public of DEFGH drug recall, negative side effects caused by the product, and what to do about it should take precedence over the publicity of Mahepmabel Gerstberber. The problem is serious and using all means of communications is advisable in this situation. The need to inform, educate, and support the consumer in the case is necessary. More important, is the need for the public to ask questions and receive answers, utilizing social media.
Careful Consideration for Mahepmabel Gerstberger Putting out the fire under Mahepmabel Gerstberger is a different matter. HIPAA regulations, health care communication, and a public announcement are not too problematic. However, add a superstar into the equation, and the announcement can be a nightmare. The announcement should be brief, and only if Ms. Gerstberger and her spokesperson desire a statement at all. QRS Pharmaceuticals’ lawyers will likely assist in the preparation of the statement as well as Mahepmabel Gerstberger’s spokesperson. One can never be to careful because the ramifications of HIPAA violations are very serious, including large monetary fines at the very least.
Conclusion
Many types of medias are available for use in 2013, and as with anything, each has advantages and disadvantages. Face-to-face media and conversations are a lost art because of all the types of media available. Traditional media is best for a public announcement, not in need of immediate attention and without response. Electronic media encompasses everything that uses electronics as a means of communication but is not necessarily social media. Social media is always electronic and interactive. Social media is the fastest way to reach the most people. Today’s media choices are numerous and are very valuable tools, if used correctly and responsibly.

References
Hicks, N. J. & Nicols, C. M. (2012). Health industry communication: New media, new methods, new message. Burlington, MA: Jones & Bartlett Learning
Walters-Salas, E. (2012). Social media and HIPAA compliance. Bariatric Nursing and Surgical Patient Care, 7(2), 85-86. doi: http://dx.doi.org/10.1089/bar.2012.9984