Social Media Awareness Campaign State of Wisconsin Department

Social Media Awareness Campaign State of Wisconsin Department of Health Services Division of Quality Assurance , Office of Caregiver Quality

Social Media Posts by Staff Problem Assessment • December, 2015, Pro Publica article Inappropriate Social Media Posts by Nursing Home Workers • NPR published article August 2016 Federal Officials Seek To Stop Social Media Abuse Of Nursing Home Residents • CMS issued memo 16 -3 -NH Protecting Resident Privacy and Prohibiting Mental Abuse Related to Photographs and Audio/Video Recordings by Nursing Home Staff To protect and promote the health and safety of the people of Wisconsin. 2

Social Media Posts by Staff Program Design • DQA Office of Caregiver Quality requested $25, 000 CMP to implement a Social Media Project • Hired a Communications Specialist Intern for the 2017 summer season: − researched background information, complied & analyzed data, reached out to surrounding states to assess impact of issue − Surrounding states identified similar issues but none had identified approach to reduce impact for potential misconduct To protect and promote the health and safety of the people of Wisconsin. 3

Social Media Awareness Campaign “Snapping Pics Puts Your Job at Risk” • Brochure – provides examples of potential caregiver misconduct/violations of resident rights • Poster – image inserted into face of phone shows sign of red triangle with exclamation mark indicating “Stop!” • Video – shows caregiver envisioning taking photo, sharing it with co-worker, being suspended, investigated & having name placed on Misconduct Registry • Animated Infographic – two minute informational video highlights what happens when a possible incident of caregiver misconduct occurs To protect and promote the health and safety of the people of Wisconsin. 4

Social Media Awareness Campaign Outcome Nearly 400 nursing homes were provided information regarding potential consequences of using handheld devices while working with residents Between 2012 – 2017, 95 incidents were reported. Following implementation: • 21 incidents reported from July to December 2017 • 25 incidents received from January to June 2018 • 17 incidents received from July to December 2018 To protect and promote the health and safety of the people of Wisconsin. 5

Social Media Awareness Campaign Innovation & Sustainability • Many caregivers are young individuals just starting careers • Communications Specialist hired was young adult with keen sense of type of communication style best received by younger generation • Project creatively designed to be simple, with information building from poster; to brochure; to video; to animated infographic • “Snapping Pics Puts Your Job at Risk” common theme All materials on the Department’s website To protect and promote the health and safety of the people of Wisconsin. 6

Social Media Awareness Campaign Thank You State of Wisconsin Department of Health Services Division of Quality Assurance Office of Caregiver Quality