Healthy Living Pharmacies

Healthy Living Pharmacies

Campaign Evaluation

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Research Findings

Prepared for:

NHS Portsmouth

Prepared by:

Wendy Mitchell

Alpha Research Ltd

01844 260248

January 2011

Healthy Living Pharmacies Campaign Evaluation

Contents

1. Background and methodology

1.1 Background

1.2 Methodology

2. Sample

3. Management summary

4. Findings

4.1 Campaign awareness

4.2 Sources of awareness – Logos

4.3 Sources of awareness / campaign recognition

4.4 Knowledge of the services offered by Healthy Living Pharmacies

4.5 Recognition of own pharmacy as a Healthy Living Pharmacy

4.6 Likelihood to use or recommend HLP services

1. Backgroundand methodology

1.1 Background

NHS Portsmouth has been running a public awareness campaign since summer 2010 to promote local awareness of Healthy Living Pharmacies.

The campaign consisted of the following elements:

• Posters, leaflets and other display materials at pharmacies
• Posters on buses (interior and exterior)
• Posters in GP surgeries and elsewhere
• Moving stills adverts on screens in GP surgeries (GP Life Channel)
• Press articles in local newspapers and council publications (including The News, Landport Post and Flagship)
• Radio advertising on Heart fm
• Web advertising on local websites (Portsmouth FC and local radio websites)
• NHS trailers attending local events

In December 2010, Alpha Research was commissioned to conduct research to evaluate impact of the advertising campaign amongst adults living and working in Portsmouth. Specifically, the objectives of the research were to:

1. Measure the level of awareness of the campaign amongst the local population.
2. Determine the extent to which each element of the campaign contributed to the overall awareness.
3. Measure levels of recognition of specific campaign materials.
4. Examine awareness amongst local residents of the range of services available at local pharmacies.
5. Provide feedback on the extent to which local people are willing to consider using or recommend these services.
6. Investigate whether local residents know whether the pharmacy they use is a Healthy Living Pharmacy or not.

This report summarises and comments on the key findings from the research. Full tabulations of the results of the survey are provided under separate cover.

1.2 Methodology

Interviews were conducted in the Cascades Centre and Commercial Road in central Portsmouth during the period 11th-19thDecember 2010.

All respondents were screened to ensure they lived or worked in Portsmouth (postcode sectors PO1, PO2, PO3, PO4, PO5 or PO6). Quotas were set to ensure that interviews were conducted with a broadly representative sample of adults aged 16 and over, in terms of age andgender.

A structured questionnaire was used, consisting of both closed questions (where a limited number of answer options are presented to respondents) and open questions (where no response options are offered). Copies of the questionnaire and prompt materials used in the interviews are appended.

2. Sample

In total 332 interviews were conducted. The profile of the respondents is shown below:

% of total sample
Age:
16to 24years / 19%
25 to 34 years / 25%
35 to 44 years / 14%
45 to 54 years / 14%
55 to 64 years / 11%
65 years and over / 18%
Gender:
Male / 49%
Female / 51%
Ethnic background:
White / 95%
Black or Black British / 1%
Asian or Asian British / 2%
Mixed or other ethnic background / 1%
Area of residence:
PO1 / 28%
PO2 / 19%
PO3 / 8%
PO4 / 16%
PO5 / 12%
PO6 / 15%
Other / 3%

Table A: Sample profile

Respondents were also asked about any particular service needs relevant to their use of pharmacies. The profile by service needs is shown in Table B.

% of total sample
Q. Which of the statements apply to you?
I am a smoker / 44%
I qualify for free prescriptions / 31%
I regularly take prescription medicines / 24%
I feel I am overweight / 18%
I feel I consume too much alcohol / 8%
None of these/ Don’t know/ Refused / 29%

Table B: Service needs

3. Management summary

Awareness

• Awareness of the campaign and logos was high. More than a third of those questioned claimed to have heard of Healthy Living Pharmacies. Almost half recognised the logos and slightly more than half recognised the campaign when shown examples of the advertising materials.
• Around a quarter of those questioned recognised the bus exterior advertising and one in ten claimed to have seen the bus interior ads.Around a third claimed to recognise posters from GP surgeries, and a similar proportion thought they had seen posters elsewhere.
• Recognition of other elements of the campaign was lower. Around one in nine respondents thought that they had seen the roadshow trailer, 7% had seen the leaflets, 6% the Flagship articles and 5% the GP Life ad. Smaller numbers of respondents recognised the News article, internet ads and Heart fm advertising.
• Spontaneous awareness of Healthy Living Pharmacies and recognition of the logos was highest amongst older people. After prompting, however, there was no significant difference in the proportions of older and younger people recognising the advertising campaign.
• Awareness levels were similar amongst male and female respondents, but recognition of the campaign logos was particularly high amongst older women.
• After prompting with examples of the advertising, those with specific service needs (e.g. smokers, those regularly taking prescription medicines etc.) showed similar levels of campaign recognition to those without specific needs. However, these groups were slightly less likely to recall the campaign without prompting.

Knowledge and understanding of Healthy Living Pharmacy services

• Understanding of the phrase Healthy Living Pharmacy was reasonably good, although respondents did not appear to make a clear distinction between Healthy Living Pharmacies and other pharmacies. Nine in ten of those who had heard of Healthy Living Pharmacies and seven in ten of those previously unaware felt able to describe what they thought the phrase Healthy Living Pharmacy meant. Most of these talked about a pharmacy which provides help, advice and information, particularly around minor health issues, healthy eating and healthy living generally. Those aware of Healthy Living Pharmacies showed greater understanding of the range of services available than those previously unaware of the phrase and were more likely to view these pharmacies as an alternative to visiting the GP.
• When prompted, respondents showed varying levels of awareness of the different services offered by local pharmacies. For example, while three quarters claimed to know that pharmacies could offer support to stop smoking, less than one in five was aware that they offered medicines use reviews or Chlamydia screening.
• There was significant variation in levels of awareness of the different services by age, gender and specific service need. However, those who had seen the advertising campaign consistently showed significantly higher awareness of all the services offered than those who had not seen the campaign.
• There was no clear distinction made by respondents between a pharmacy with Healthy Living Pharmacy status and one without. While around half of those interviewed used one of the ten Healthy Living Pharmacies in the area, these respondents were no more likely than those using a pharmacy without HLP status to claim that their pharmacy was a Healthy Living Pharmacy. Overall, around half of those surveyed were unable to say whether or not their regular pharmacy was a Healthy Living Pharmacy. Most of those who did answer the question thought that theirs was a Healthy Living Pharmacy, and those who had seen the advertising campaign were particularly likely to believe that their local pharmacy was a Healthy Living Pharmacy, regardless of whether it was one of the ten awarded HLP status under the scheme or not.

Propensity to use Healthy Living Pharmacy services

• There was strong support for the idea of using pharmacies for the type of services offered by Healthy Living Pharmacies. Three quarters of respondents said that they would be likely to use a pharmacy for these services or recommend them to a friend. One in three (particularly women) described themselves as very likely to do so.
• In particular, many respondents could see that it would be quicker or more convenient to use these services at a pharmacy than to see the GP. Many felt that pharmacies could offer good advice and were a good first port of call, being confident that the pharmacist would be able to advise them on whether or not they needed to see their GP.
• Older respondents (aged 55 and over), and particularly men in this age group,tended to show more reticence about using a pharmacy for these services. Some expressed a preference for seeing their GP about health issues, and others expressed specific concerns about pharmacist’s qualifications to give medical advice or worried about privacy.
• Awareness of the campaign significantly increased the likelihood that respondents would use or recommend a pharmacy for the type of services offered by Healthy Living Pharmacies. Nine in ten of those aware of the campaign said that they would be likely to use or recommend these services (compared with six in ten of those who had not seen the campaign) and more than half of those who had seen the campaign described themselves as very likely to use or recommend these services at a pharmacy.

4. Findings

4.1 Campaign awareness

In order to assess awareness of the campaign amongst the survey respondents, various levels of prompting were used in the interview:

1. Initially respondents were shown two logos used in the campaign – the Healthy Living Pharmacy logo and the For everybody graphic (see Appendix).

1. Respondents were then asked whether they had heard of “Healthy Living Pharmacies”.

1. Next, respondents were shown a list of possible places where they may have seen or heard something about the campaign.

1. Finally, respondents were shown copies of some of the campaign materials.

The table below shows the proportion of survey respondents who claimed awareness of the campaign at each level of prompting.

%
1. / % recognising campaign logos:

• Healthy Living Pharmacy logo
• For Everybody graphic
• Either

/ 45
14
46
2. / % claiming to have heard of Healthy Living Pharmacies. / 38
3. / % claiming awareness of the campaign after prompting with a list of places where they may have seen or heard something / 49
4. / % recognising any of the campaign materials / 54

Table 1: Overall campaign awareness

Overall, almost half of the respondents surveyed (46%) recognised the campaign logos, with most of these recognising the Healthy Living Pharmacy logo (45%). The For Everybody graphic was familiar to around one in seven respondents (14%). Although almost half of those questioned recognised the logos, slightly fewer (38%) thought that they had heard ofHealthy Living Pharmacies without further prompting.

However, after prompting with a list of places where they may have seen something about Healthy Living Pharmacies, almost half (49%) thought that they had seen something about the campaign, and slightly more (54%) recognised the campaign when they were shown the advertising materials.

There were differences in the levels of awareness of the campaign reported by different subgroups within the sample. These differences are summarised in Table 2.

% recognise either logo / %
heard of HLPs / %
heard of HLPs (prompted with list) / % recognise any campaign materials / Base
TOTAL: / 46 / 38 / 49 / 54
Age group:
16 to 34 / 40 / 29 / 41 / 50 / (145)
35 to 54 / 47 / 41 / 56 / 57 / (93)
55 or over / 54 / 48 / 55 / 55 / (94)
Gender:
Male / 44 / 38 / 49 / 51 / (162)
Female / 48 / 37 / 49 / 56 / (170)
Service needs:
Smoker / 40 / 31 / 43 / 51 / (146)
Overweight / 44 / 39 / 56 / 59 / (59)
Prescription medicines / 51 / 38 / 56 / 58 / (81)
Free prescriptions / 48 / 37 / 56 / 58 / (103)
Alcohol / 32 / 29 / 25 / 32 / (28)
None of these / 54 / 44 / 54 / 56 / (97)
Pharmacy used most often:
Healthy Living Pharmacy / 45 / 35 / 48 / 53 / (159)
Not HLP / 50 / 43 / 53 / 57 / (161)

Table 2: Campaign awareness by subgroup

Spontaneous awareness of the campaign was generally higher amongst older people than younger people; 41% of 35-54 year olds and 48% of those aged 55 and over claimed to have heard of Healthy Living Pharmacies, compared with just 29% of 16-34 year olds. However, after prompting with the campaign materials, this difference was less significant, with half (50%) of 16-34 year olds recognising the campaign once prompted.

Awareness of the campaign logos was particularly high amongst women aged 55 and over, of whom more than six in ten (62%) claimed to recognise the logos. Otherwise, however, there was no significant difference in awareness levels reported by male and female respondents.

Those with specific service needs were generally less likely than average to recognise the campaign logos or to claim to have heard of Healthy Living Pharmacies than those with no specific needs. Those who felt they consumed too much alcohol showed particularly low levels of spontaneous awareness. However, after prompting, most of these groups showed similar levels of recognition to those without specific service needs; overall, 53% of those with any specific service needs claimed to recognise the campaign materials compared with 54% of those with no such needs.

Those respondents who use a Healthy Living Pharmacymore often than any other pharmacy were no more likely to claim awareness of the logos or the campaign than those whose usual pharmacy is not a Healthy Living Pharmacy.

Levels of awareness were also similar amongst residents living in different parts (postcode sectors) of Portsmouth, with no significant local differences.

4.2 Sources of awareness– Logos

Respondents who recognised either the Healthy Living Pharmacy logo or the For everybody graphic were asked if they could recall where they saw these logos. Respondents were not prompted with a list at this question. Their responses, based on all those recognising the logos, are shown in Table 3 below.

BASE: ALL RECOGNISING EITHER LOGO (153) / %
At pharmacy shops / 74
Posters: / 28
In GP surgeries / 22
On the outside of buses / 5
Inside buses / 2
In other shops/ Elsewhere / 2
On screens in GP surgeries / 1
Leaflets / 1
NHS trailer at an event / 1
Don’t know / can’t remember / 11

Table 3: Sources of awareness of HLP logos (spontaneous recall)

Around three quarters of those who recognised the logosbelieved that they had seen them at pharmacy shops. Over a quarter recalled seeing the logos on posters. Most of these thought they had seen them on posters at GP surgeries, while just a handful of respondents spontaneously recalling seeing the logos elsewhere: eight respondents mentioned bus advertising; three mentioned posters elsewhere; two mentioned screens at GP surgeries; one mentioned leaflets; and one recalled seeing the logo on an NHS trailer at an event.Around one in ten of those who recognised the logos could not recall where they had seen them.

4.3 Sources of awareness/ campaign recognition

Respondents were prompted for the source of their awareness of the Healthy Living Pharmacy campaign in two ways – initially with a list of places where they may have seen or heard anything about Healthy Living Pharmacies, and then with a series of images and descriptions of the campaign materials. Table 3 below shows the proportion of respondents claiming awareness when presented with a simple list of possible sources.

Prior to being shown the campaign advertising, most respondents aware of the campaign believed that they had seen something at pharmacy shops (39%), while around one in four (23%) recalled seeing posters, mainly in GP surgeries (13%) or on the outside of buses (11%). Smaller numbers of respondents thought they had seen something about Healthy Living Pharmacies on screens in the GP surgery (7%) or an NHS trailer at an event (7%). Very few recalled seeing anything via any of the other listed sources prior to being shown the advertising materials.

%
TOTAL RECALLING ANYTHING ABOUT HEALTHY LIVING PHARMACIES: / 49
At pharmacy shops / 39
Posters: / 23
In GP surgeries / 13
On the outside of buses / 11
Inside buses / 3
In other shops/ Elsewhere / 2
NHS trailer at an event / 7
On screens in GP surgeries / 7
On the internet / 2
Articles in local council magazines / 1
Articles in local newspapers / *
Leaflets / 1
Elsewhere / 1

Table 3: Sources of campaign awareness – Prompted with list

NB An asterisk (*) denotes a value of less than 0.5% but more than zero

Older respondents (aged 55 and over) were particularly likely to recall seeing something at pharmacy shops (46%) or GP surgeries (19%). GP surgeries were also a common source of awareness for those with particular service needs such as those taking regular prescription medicines and those who considered themselves overweight; prior to being shown the advertising materials, 31% and 32% of these groups respectively claimed to have seen something on posters or screens at GP surgeries.

Those whose local pharmacy was a Healthy Living Pharmacy, however, were no more likely than those who usually visited a pharmacy without HLP status to mention seeing or hearing anything about Healthy Living Pharmacies at a pharmacy shop.

When they were shown copies of the advertising materials, almost half (48%) recognised the posters. Around one in three (33%) thought that they had seen posters at GP surgeries, while a quarter (24%) recalled the posters from the outside of buses and one in ten (10%) recognised the interior bus ads. Overall, more than a quarter recognised the bus advertising (27%). [Table 4]

%
TOTAL RECONISING ANY CAMPAIGN MATERIALS: / 54
Posters: / 48
At GP surgeries / 33
Bus exterior ads / 24
Bus interior ads / 10
Posters elsewhere / 31
Roadshow trailer / 12
Leaflet / 7
Flagship articles / 6
GP Life Channel ad / 5
Web ads / 3
News article / 3
Heart fm advertising / 2
Landport Post article / 0

Table 4: Recognition of campaign materials – Prompted

Almost one in three (31%) recalled seeing the posters elsewhere, possibly in pharmacy shops. Around one in nine respondents (12%) thought that they recognised the NHS trailer, while others recognised the leaflets (7%) or GP Life ad (5%). Some recognised the press articles; 6% recognised the Flagship articles, and 3% the News article, while a few thought they had seen the internet ads (3%), or heard the Heart fm advertising (2%).

Older respondents, and particularly women, were more likely than average to recognise the posters displayed in GP surgeries; 39% of all respondents aged 55+ and 43% of women in this age group recognised the ads from GP surgeries. Those respondents who regularly take prescription medicines were also particularly like to claim awareness through this source (44%).

4.4 Knowledge of the services offered by Healthy Living Pharmacies

Before being shown any of the campaign materials, respondents were asked to say in their own words what they thought Healthy Living Pharmacy meant. Their responses were categories and are shown in Table 4, where the breakdown of responses is also shown separately for those who claimed previously to have heard of Healthy Living Pharmacies and those who had not previously heard of them.