The Number 1 No-No in Social Media: Content That’s Unbecoming to Your Practice or Physicians

To ensure online content reflects positively on our physicians and practices, the HCA Web Team has developed this assessment grid. Unbecoming content, that is, content found to be inappropriate (due to ratings and occurrence counting) will not be published on an HCA owned/managed online property (Website, directory, social media site, blog, etc.).  In the event unbecoming content is inadvertently published, prompt arrangements will be made to remove this content from public view as comprehensively and as quickly as is technically possible. There are official policies around content appropriateness. To learn more, read EC.026 and HCA Social Media Guidelines. For additional information, ask a member of the HCA Web Team.

About the assessment table

On this scale, lower scores are better. This table may not be comprehensive. If you question the appropriateness of any content, seek proper guidance from your division marketing team and/or HCA’s web team before using it – or trash the content and spend your time and energy on something that is unquestionably appropriate.

Content Assessment Table



Rating 1-5

(with 1 as best and 5 as worst)

Occurrence Count

1.  Overall compliance with state or federal regulations. A single occurrence of something non compliant means the content should not be used at all and there’s no need for further assessment. Example: Posting a video of a surgery performed without patient’s consent.     
2.   Overall appropriateness and consistency with mission, vision, values of HCA and affiliates. Note: If ever you wonder about the consistency of your content and the HCA mission, vision, values, consider the content inappropriate and move your attention to content that you know is unquestionably sound and appropriate.    n/a 
3.  Questionable vocabulary (slang, profanity, derogatory terms, slurs, etc.). Example: “I was pi**ed their family didn’t come to the follow up visit.” Note: Even with the asterisks, certain words are likely inappropriate.     
4.  Questionable subject matter (topic is not related to physician expertise, could be offensive on any level, confrontational, slanderous, advances a certain political agenda, promotes a certain party or religion, etc.). Example: “Some Buddhist group somewhere may disagree, but I think XYZ.”    
5.  Compassion/sentimentality (Light in which content presents practices/physicians. Implications the content makes about the kind of care that’s provided.) Example: “If I see one more patient who doesn’t know their cholesterol levels, I will XYZ.”    n/a
6.  Photographs/video (Light in which photos/video present practices/physicians. Implications the content makes about the kind of care that’s provided or the providers themselves). Note: Photos/videos featuring patients are never advisable without a written form of consent.     
7.  Content’s appeal to a practice’s primary patient population or potential patient population (consider age groups, severity/gravity of most common treatment plans required for your practice’s patients, cultural differences/stances, etc.). Example: References to pop culture that older patients will not appreciate or understand, so they may feel intimidated or confused rather than uplifted and confident in their physician and/or practice.    n/a

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