Tweet Smears Hospital's Discharge Incentive Campaign
A tweet decrying a Baltimore hospital's effort to speed patient discharges implied that patient safety was being put at risk. How much damage was done to the hospital's reputation remains to be seen.
Tweet from @Nurse_Rachel_
The way the tweet from @Nurse_Rachel_ made it sound, a campaign by 472-bed Sinai Hospital in Baltimore rewards nurses with $10 gift cards for kicking patients out of the hospital before they're ready for discharge.
"I'm sorry very sick patient not ready to go home, but I want to win a $10 gift card!" read one inflammatory tweet from the account of Rachel Amanda, RN, whose profile boasts, "Here to care for you. Baltimore." Another of her tweets about the incentive program that began Monday is pictured at right.
What she tweeted was hardly the true story, which I'll explain in a moment. But the damage was already done; the tweet was rapidly retweeted. (And has since been taken down.)
@Nurse_Rachel_'s followers, including journalists and healthcare providers, piled on, appending their retweets with expletive-laced comments. "What?! That's crazy," "Grossly misguided" and "nice to see patient safety comes first," they wrote.
Naturally I was intrigued. In my decades of healthcare reporting, I've seen campaigns with original good intentions painfully backfire, with opposite consequences smearing a hospital's reputation.
- CFO Exchange: Smartphones Poised to Disrupt Healthcare, Says Topol
- How Digital Strategy Shapes Patient Engagement at Boston Children's Hospital
- Half of All Primary Care, Internal Medicine Jobs Unfilled in 2013
- CNO on Hospital Redesign: 'You Can't Over-Communicate'
- Carondelet to Pay $35M to Settle Fraud Allegations
- Consumerism Drives Healthcare Branding, Rebranding Efforts
- Some Cancer Hospitals' Quality Data Will Soon Be Public
- PA Ranks See 'Phenomenal Growth,' Lack of Diversity
- 3 Traits Personality Assessments Can't Reveal
- CA Powers Up $80M HIE to 'Create Value in the Data'