July 2008
Health Challenge Pembrokeshire
Draft Marketing Strategy
April 2008 – March 2011
Contents Page
1. Support for the new strategy 2
2. Marketing strategy 2
Objectives 3
3. Review of marketing strategy 2005 – 2008 4
4. Marketing activities 2005 – 2008 5
5. Impact assessment 9
6. Consultation for the new strategy 11
1). Support for the new strategy
Priorities for the second Health, Social Care and Well-being (Health Challenge Pembrokeshire) Strategy 2008-2011, have been identified as follows:
Service delivery in partnership
Making sure everybody has an acceptable home to live in
More focus on identifying risk factors for illnesses at an early stage
Providing support and services for people who have long-term conditions
Providing support services to enable people to live independently in their own homes
Improving services to support mental health and well-being
Supporting people to be as healthy as possible
Reducing smoking
Promoting responsible drinking of alcohol
Promoting healthy eating
Encouraging people to take more exercise
Lead officers, from partner organisations, have been nominated to take forward action plans in support of each of these priorities.
In addition, funding has been awarded to 7 Health Challenge Pembrokeshire projects, which contribute towards the delivery of the strategy and Health Challenge Pembrokeshire has secured funding from the Big Lottery Fund to roll-out its successful Family Challenge pilot project across the County.
2). Marketing strategy
While there is no specific marketing related priority within the second Health Challenge Pembrokeshire strategy, it has been agreed marketing and communications are important support functions.
The Marketing Sub-Group is responsible to the Health, Social Care & Well-being partnership for marketing and communications elements of the Health Challenge Pembrokeshire (Health, Social Care & Well-being) strategy.
The Marketing Strategy outlines the group’s priorities and sets out measures by which the group’s performance can be assessed.
The Marketing Sub-Group lead officer will provide quarterly reports to the Health, Social Care & Well-being partnership.
Challenges facing the marketing sub-group are to:
a). To provide support for lead officers of action planning groups, Health Challenge Pembrokeshire projects and the Big Lottery funded Family Challenge project, which helps them to communicate effectively with their target groups
Health Challenge Pembrokeshire projects are:
Primary care counselling service in Pembroke and Pembroke Dock
Accessibility planning for health and well-being
Healthy pre-school project
Food & Healthy Lifestyle promoter
Oral health and nutrition project
Data analysis project
Making the Connections
b). To co-ordinate promotional activities in support of the Health Challenge Pembrokeshire brand
c). Maintain awareness of Health Challenge Pembrokeshire, and its key themes, and of the Living in Pembrokeshire one-stop health, social care and well-being information service
Objectives for the second marketing strategy:
To ensure members of the public are kept regularly informed of the key messages, activities and developments being driven by joint partner activities as part of HCP
Action / Cost (2008/9)To organise support of appropriate health promotion activities, including presence at Pembrokeshire events (target 6 events per annum) / £10,000
Generate positive news stories for distribution to local media and via partners’ communication mechanisms / N/A
Develop and promote the Health Challenge Pembrokeshire website, including the Living in Pembrokeshire information service / £9,670 (web team)
£1,790
Produce and distribute generic Health Challenge Pembrokeshire leaflet (A5, 4 colour, 12pp, 5000 off) / £1,000
Measures:
% of people consulted who declare they are aware of Health Challenge Pembrokeshire
% of people consulted who are able to name an activity supported by Health Challenge Pembrokeshire
No. of hits on the Health Challenge Pembrokeshire website, including Living in Pembrokeshire section
No. and duration of calls to Living in Pembrokeshire: 01437 775 775
To ensure that marketing activities by action and project groups are co-ordinated in support of the central Health Challenge Pembrokeshire brand
Action / (Cost (2008/9)Presentation at Health Challenge Pembrokeshire lead officer seminar, 4th June 2008 / N/A
To provide advice and support for lead officers as required / N/A
Informal monitoring of material produced to ensure compliance with Marketing Support & Style Guidelines / N/A
Produce and distribute 2 x newsletters per annum for staff in partner organisations / £400
3). Review of marketing strategy 2005 - 2008
The first Health Challenge Pembrokeshire (Health, Social Care and Well-being Strategy for Pembrokeshire) covered the period April 2005 – March 2008.
The vision for the first strategy was to:
“encourage people to reach their full potential by:
· supporting them to live longer, healthier lives;
· working together to provide the best health, social care and well-being services”
Key Themes / Cross Cutting ThemesHealthy life choices / Supporting people to take control of their own well-being
Access to services and opportunities / Providing services that are responsive to customer needs
Reducing inequalities / Encouraging agencies to work together to provide better services
Information, communication and performance management / Proving care in the most appropriate places
The marketing strategy 2005-2008 aimed to provide a framework of support, in which activities developed to fulfil the objectives of the Health Challenge Pembrokeshire strategy could most effectively be communicated throughout partner organisations and to the public of Pembrokeshire.
The overall aim for the marketing component within the first Strategy was:
‘To ensure the people of Pembrokeshire are well informed about Health
Challenge Pembrokeshire and how to access health and well-being services.’
A marketing sub-group was established to oversee the development of this aim. In addition a Task and Finish group has been established to lead on the Joint Directory of Services, which was a key element in keeping the people of Pembrokeshire well-informed about health and well-being services.
Membership of the marketing sub-group has evolved over the course of the strategy but, at present (March 2008), membership is as follows:
Pam Owen, Health and Well-being Manager
Sarah Worby, Marketing Officer, Pembrokeshire County Council
Ian Scale, Principle Public Health Officer, NPHS
Michelle Copeman, Building Stronger Bridges Co-ordinator, PAVS
Clare Newby, Pembrokeshire Local Health Board
David Morrissey, P&DNHS Trust
The main challenges that have faced the marketing sub-group over the period of the first strategy have been:
1). Raising awareness of the Health Challenge Pembrokeshire strategy, and its key themes, with the public of Pembrokeshire
2). Encouraging effective joint working between all the partners in order to develop co-ordinated promotion of activities to improve health and well-being
3). Providing easily accessible information on health, social care and well-being services in Pembrokeshire
Marketing strategy objectives and measures were agreed as follows:
iTo ensure members of the public are kept regularly informed of the key messages, activities and developments being driven by joint partner activities as part of HCP
iTo maximise opportunities to highlight Health Challenge Pembrokeshire as part of the existing internal and external promotional activities of partners
iTo develop, where necessary, effective new, joint mechanisms for groups to communicate with staff, with one another and the wider public
iTo ensure groups are made fully aware of existing and new, joint mechanisms provided and to encourage widespread and regular contribution to them
iTo provide marketing advice and support for groups responsible for developing specific actions and, where appropriate the wider objectives, of Health Challenge Pembrokeshire
4). Marketing activities 2005 - 2008
Activities undertaken to achieve these objectives have been:
The development of the Health Challenge Pembrokeshire brand
In October 2006 Pembrokeshire Citizens’ Panel were asked whether they recognised the Health Challenge Pembrokeshire logo. 40% of those who responded said they did. By December 2007 this number had grown to 50% (as measured by the same question to Citizens’ Panel members). This is largely consistent with information gathered at Roadshow events. From data gathered at the Roadshow event in Neyland in 2007, for example, 48% said they were aware of the Health Challenge Pembrokeshire brand.
In the December 2007 Citizens’ Panel Survey, members were also asked if they could name a development or project that had been supported by Health Challenge Pembrokeshire. The intention was to provide a baseline for the setting of a possible future performance indicator. Of the 632 (65%) respondents:
19 respondents highlighted the promotion of exercise, membership to leisure/sports centres and swimming pools
18 referred to projects in schools, specifically healthy eating and Lenny the Leek
10 named the Steps to Health project
13 to specific or various projects:
Active lifestyles, Steps to Health, Mentro Allan.’
‘Back problems.’
Be more active, 5-a-day, healthier school meals.’
‘Cannot recall specific titles but work on dental problems, young children, exercise and fitness in Pembrokeshire' population.’
‘Eating healthy. Drink plenty of water.’
‘Health checks in the workplace.’
‘Healthy life choices - getting fit and healthy again.’
‘Mental health and domestic violence.’
‘Pembrokeshire Mind Health and Well Being Project.’
‘Sure Start.’
‘Keep fit over 60s, in Burton.’
‘Bike Week.’
‘Healthy Heart Clinics.’
Other comments made included:
9 ‘quit smoking’ campaigns
7 referred to Family Health Challenge
7 Health Challenge Pembrokeshire Roadshows
2 walking children to school
9 made various comments (listed below)
‘Coastal buses?’
‘I've read about Health Challenge Pembrokeshire in the local press.’
‘Mobile breast cancer screening?’
‘MRI scan.’
‘New Tenby Hospital.’
‘Park House Tenby.’
‘Reducing inequalities. Access to services in the most appropriate setting. Supporting those with long term conditions.’
‘Cancer charities.’
‘Possibly Withybush Hospital campaign?’
Development of ‘Marketing Support and Style Guidelines’ document
The marketing sub-group developed a ‘Marketing Support and Style Guidelines’ document, which was published in December 2006. The Guidelines outline the support that was available to action planning groups and to projects funded by Health Challenge Pembrokeshire. In addition it provided guidance on the use on the Health Challenge Pembrokeshire logo and website.
Examples of the support that has been provided include:
Partners Networking Event February 2007
Out of School Hours Learning
Smoking Cessation, Fishguard
Reducing Alcohol Related Crime (Anti-Spiking Campaign)
Food & Health Strategy
12 week lifestyle challenge (also HCW trophy winner)
Partners’ Newsletter Spring and Autumn 2007
Steps2Health
Food & Healthy Lifestyle Promoter
Family Challenge
Rap music project, Greenhill School
Health and well-being matters, Pembrokeshire MIND
Sport Pembrokeshire school sport and exercise clubs
Sport Leadership training
Website
Above projects, together with:
Opening of South Pembrokeshire Health and Social Care Resource Centre
Tenby Cottage Hospital
New outpatients department
New MRI scanner
Integrated Primary Care Centre, Pembroke Dock
Hearing Aid Repair Service
Work begins on new emergency and urgent care centre
Expert Patient Programme
Smoking Cessation and Smoking Ban
iSmile Oral Health Campaign
Chronic Condition Nurse Practitioners, plus leaflets produced
GP Referral Scheme
Partner support for their staff (corporate health standard)
Good Neighbours Scheme
Bike Week/Charity Bike Ride
Welsh Food Debate
Summer Roadshow 2007
Sexual Health Information for Young People (St Davids)
Oral Health Promotion
Out of School Hours Learning Cook It (Crymych and St Davids)
School Sports and Exercise scheme (Crymych and St Davids)
Pembrokeshire MIND project (Neyland, Fishguard and Saundersfoot)
Steps2Health at Roadshow (Neyland and Fishguard)
www.healthchallengepembrokeshire.co.uk
Since the launch in June 2005, interest in the website has continued to grow. Hits on the site between July 2006 and June 2007 were more than treble the total number of hits recorded between July 2005 and June 2006 (168,927 v. 53,360).
Awareness of the website is, however, lower than awareness of the overall initiative/brand. In October 2006 Citizens’ Panel members were asked whether they were aware of the website. 15% of those who responded said that they were. By December 2007 this had risen to 20%, as measured by the same question to the Citizens’ Panel.
The site contains health promotion advice: healthy eating, exercise, smoking cessation, responsible drinking etc, together with information on how Health Challenge Pembrokeshire is working to improve health and well-being throughout the County.
The site has been developed, and is operated, by Pembrokeshire County Council’s web-team.
Summer Roadshow events 2005, 2006 and 2007
The first Health Challenge Roadshow took place in the summer of 2005, in 3 towns in Pembrokeshire. It proved successful in attracting publicity for the initiative and was used as a platform for some qualitative consultation work.
The aims of the Roadshow were to promote the Health Challenge Pembrokeshire brand, create awareness of health promotion messages, to signpost the public to health promotion support and to bring partners together.
A second Roadshow was held over a period of six weeks in May, June and July 2006. It consisted of events in Haverfordwest, Pembroke Dock and Milford Haven, as well as providing support for local schools and residential homes to stage their own healthy-living events. Much of the work of pulling the Roadshow together, fell on the shoulders of the Health Challenge Wales Co-ordinator. Events were well-publicised in the local media and gained a reasonable amount of press interest.
The third Roadshow, in 2007, was more ambitious again and took place during one week in July. It consisted of six stand-alone events in Crymych, Neyland, Fishguard, St Davids, Narberth and Saundersfoot, and involved, for the first time, local secondary schools. A number of Fish Week events were also supported, as was the Pembrokeshire & Derwen NHS Trust’s staff well-being day and a visit by the Welsh Assembly’s Cooking Bus to Monkton primary school. Responsibility for organising different events was taking on by ‘volunteers’ from the partner organisations.
Again, events were well-publicised in the local media and were well supported by local schools and the U3A. Some partners felt that the stand-alone events were not a strong enough draw in their own right.
Use of partners’ existing internal and external communication mechanisms to promote Health Challenge Pembrokeshire
As part of the development of the first marketing strategy, a list of partners’ existing internal and external communication mechanisms was drawn up. Stakeholders were encouraged, wherever possible, to promote Health Challenge Pembrokeshire via these mechanisms.
Health Challenge Pembrokeshire was publicised as follows:
Internal promotions
Newspad Spring 2007 and Summer 2007
PCC email press release round up
Update on Health Challenge Pembrokeshire contained in NPHS Annual Report (Velindre NHS Trust)
Non-Smoking Day promoted by NPHS and PCC Occupational Health via Intranet and Drop-in Session