Urgent Care Communications Plan 2016/17

Overview

The 2016/17 local (Southern Derbyshire) Stay Well campaign will continue the complimentary aspects delivered in 2015/16 including; Stop!, Live Wait times, Breaking the Cycle. With the overarching aim;

to ensure that people who are most at-risk of preventable emergency admission to hospital are aware of and, wherever possible, are motivated to take, those actions that may avoid admission.

Looking at A&E attendances in 2014 provided us with the following insights on the main groups using A&E;

· 0-5 year olds (including pregnant women)
an audience identified nationally and locally. At a local level it was found that this group represent the largest volume of attendees across all age groups.

· 20 – 25 year olds
locally identified as being the largest age group self-referring to A&E and not requiring any form of treatment.

· People with long term conditions
A nationally identified audience given their vulnerability to winter conditions.

· Carers
A nationally identified audience given their vulnerability to winter conditions and illness, and to cascade messages to those they care for.

· 65+ year olds
nationally and locally identified audience; locally we identified this age group as having the highest rate of attendances in relation to the actual size of the age group population.

What we learnt from the 2015/16 campaign

A greater and sustained effort to promote Derby Urgent Care Centre and Minor Injury Units
Feedback from events proved that there was a low awareness of these services and what people could attend for.

Communication around using pharmacies
Feedback from events suggested that people are well aware of their local pharmacy but do not have a thorough understanding or realise the benefits of accessing their pharmacist first.

Addressing access and experience issues with GPs
A stand out piece of feedback was around people struggling to access GP appointments, key to this was experience with receptionists and not being able to book a same day appointment.

Seldom Heard Groups
Engaging with BME communities and ‘hard to reach’ groups was an area we further needed to push

Digital Communications

One of the biggest success factors around the 2015/16 campaign was the website, think twice game and social media activity. The reach through social media unprecedented CCG via targeted Facebook advertising and the Think Twice game helped with engagement both on social media and at events.

Events
Attending various events across our patch and most importantly having a presence in the city shopping centre at a peak period in the year provided a large and engaged reach.

What we plan to keep for the 2015/16 campaign & key changes

Audiences
Audiences remain the same from the 2015/16 campaign.

Creative/Material/Design
At a national level, the ‘Stay Well This Winter’ and ‘Stay Well’ assets will continue to be used for this year’s campaign. The creative, designs and materials will all carry over and be applicable for this year.

There will be slight tweaks to the copy used on national assets. The new language they use will be less ‘warm and friendly’ and they will lead with messaging that creates more ‘urgency and immediacy’ through stronger messages.

Locally we will continue to use the following channels and materials developed during the 2015/16 campaign;

www.NHSStayWellDerbyshire.co.uk – Public facing website with content specifically generated for the public

www.NHSStayWellDerbyshire.co.uk/think-twice - a game created that makes learning about accessing and using services more engaging

https://www.facebook.com/nhsstaywellderbyshire/ - the campaign Facebook page was set and used to promote the 2015/16 campaign. This will continue to be used by the CCG in addition to a CCG Facebook page and a Pharmacy First page.

www.southernderbyshireccg.nhs.uk – our corporate website

In the 2015/16 campaign we used a number of different channels but had our greatest ‘return on investment’ through face-to-face events and paid social media advertising. For this reason we will concentrate the majority of our resource on these channels for 2016/17.

Organisational Priorities

NHS Southern Derbyshire CCG

- Developing social media presence

- Working with our partners to put the ‘think twice’ game into waiting rooms and as many other appropriate locations as possible

- Coordinate an event (to substitute last year’s Intu centre activity)

- Pursue and look to work with Derby City Council on developing community influence through the adult care programme being rolled out in Alvaston eg Working within communities to use local establishments etc to promote key messages on our behalf in pubs, cafes, hairdressers, church.

- Work closer with other emergency services including Derbyshire Police and Derbyshire Fire & Rescue Service.

Derby Urgent Care Centre

DIY week – Duck mascot and promo person are going to the football on Tuesday night, handing out flyers and doing photo opps

- Design a Duck competition – promote through schools, social media and in the DUCC/A&E. Competition to design a “superhero” duck which we’ll turn into decals for external signage. A colouring comp for the little ones. All entries will be displayed in the DUCC in a Tony Hart style gallery and we’ll make a Flipagram or similar to put on social media. PR through winners presentation/sign unveiling and hopefully a celebrity judge – Neil Buchanan or I’ll try an Olympian.

- Derby Comicon – seeing if I can persuade them to promote the superduck competition!

- Adult “we’ve got your back” artwork – poster for all GP surgeries and other venues, flyer for general use, steering away from the duck and to something more adult-targeted. Will share when ready

- Freshers – We have the PMP giving out flyers to all new registrations and I’ll try and contact the uni on Monday as per today’s conversation

- Stay Well – will actively support the system-wide campaign led by you. Would like to support/participate in Intu if we can

- Breaking the Cycle – as per discussion

- Practical stuff – Alex has got Edward from the hospital working on a walking/driving map which we’ll share and upload to all sites/accounts and use on future flyers. I’ll pick up again with RDH about the onsite signage via Amanda and Beth. Your help in getting in-roads to the Council re; road signs to the DUCC is greatly appreciated and we’ll wait to hear back.

Derby Teaching Hospitals Foundation Trust

· Continue high level of social & traditional (newspaper/radio) media presence encouraging appropriate use of services, view live waits and signposting elsewhere

· Ongoing recruitment activity (flexible staffing & substantive posts) to support additional demand

· Targeted/ paid for social advertising where appropriate to support the above activities

· Staff wellbeing campaign including flu

· Weekly seasonal updates to all staff

Derbyshire Community Health Services

· Priority

Derbyshire Healthcare NHS Foundation Trust

· Priority

EMAS

• We are working with NHS England and other ambulance trusts across the country to have NHS111 adverts printed for all emergency vehicles. This work should be rolled out over the summer.

• We will continue to issue safety messages as and when i.e. BBQ safety, how to stay safe in the heat etc.

• We are trying to reduce the number of ‘we are busy’ messages that are issued regionally. Often when pressures are felt in hospitals, and challenges are escalated, our team are asked by CCG colleagues to issue content about how busy we are. We’ve found this doesn’t make a difference, in fact reminds people that we, and A&E are open. Another way to support this is by reminding people of the alternative services they can access so if you are planning any activity around this please let us know.

Derby City Council

· Priority

Derbyshire County Council

We will be rerunning our staff flu vaccination campaign “Fight flu from the frontline”

This will be in early October. We offer a range of ways for staff to take up their free flu jab – drop in clinics in council venues, drop in clinics run by DCHS and vaccinations at pharmacies.

We produce staff leaflets and A3 posters for use at venues that are hosing drop in clinics. We also use our Intranet to promote the scheme.

Attached is our staff leaflet and you can get more info online here:

http://www.derbyshire.gov.uk/social_health/health-and-wellbeing/health-protection/vaccinations/flu-vaccinations-for-frontline-workers/default.asp

RE public facing awareness, we will be supporting the national stay well campaign as usual this year with a press release, social media and mentions in our pH newsletter

Derbyshire Health United

· Priority

Channels

We will concentrate the majority of our resource on face to face events and paid for social media advertising for 2016/17.

Parents 0-5 & Pregnant Women

In addition to the initial research carried out for the previous year campaign, identifying this group as a key audience, subsequent research has been carried out analysing attendances from this group across the patch. Key outtakes from the analysis are;

· 93% of attendances of children aged 0-4 in south Derbyshire who attended Burton Hospital left with guidance and advice and no treatment.

· Between 17% and 18% of patients from DAC and DCN localities aged 0-4 are identified as inappropriate, patients from Amber Valley had the lowest percentage (12%).

· In south Derbyshire patients aged 0-14 attending A&E from Newhall and Swadlincote surgery consistently made up over 10% of the total amount of those who self-refer and don’t require any treatment, Overseal surgery registered patients regularly exceed 20%.

· In Amber Valley ; Hannage Brook patients aged 0-14 attending A&E who self-refer and receive only guidance or advice regularly account for over 10% of total attendees from this practice, some months exceeding 20%.

· In Derby City, the percentage of total patients aged 0-14 attending A&E who self-refer and require no treatment registered to Derby Family Medical Centre and Derby Open Access Centre consistently exceeds 10%

Channel / Message / Cost / Reach / How / When
Parent school apps eg. Class Dojo, Parent Mail, Tapestry / Stay well
Flu Jab
Services
Poss Pharmacy First
Stay Well / £0 / All school age parents / Via council school contacts, early dissemination of information / September – appropriate services
Build social media audience
End of September – Flu Jab
November – Pharmacy First
School publications/ newsletters/ websites / Stay well
Flu Jab
Services
Poss Pharmacy First
Stay Well / £0 / All school age parents / Via council school contacts, early dissemination of information / September /October
Facebook / Flu Jab
Using services
Stay Well / Variable / Mums Net
Local Mum pages
Mum of … pages
School pages / Via parent groups/pages across CCG patch. Request messages are cascaded through pages via page administrators / August (school holiday context)
September (back to school)
Throughout
Community groups / Stay Well
Flu Jab
Using Services
Stay Well / £0 / BME parents
Community groups / Via / October (variable on event dates tbc)
Local children’s clubs / Stay Well
Flu Jab
Using Services
Stay Well / Summer holiday clubs
Local sports clubs / Summer holiday clubs
Autumn sport competitions
Maternity Clinics / Flu Jab
Services
Stay Well / £0 / All pregnant / Partner with maternity clinics/groups / October onwards
School Nurses / Services / Contact schools / Initial contact in August for September
NCT / Services
Flu Jab
Stay Well / £0 / Pregnant mums / Outreach to organisers to cascade messages in classes
Posters / September onwards
Health Visitors

· Soft tissue inflammation, sprain/ligament injury, head injury, and contusions are the most common reasons children are attending A&E via self-referral and not requiring any treatment, leaving with guidance and advice at most. Respiratory symptoms are most common between September and December

Long term conditions

Channel / Message / Cost / Reach / How / When
Clinics / Flu Jab
Using Services
Stay Well / £0 / Work with clinic and service providers to cascade messages through to users
- Asthma
- COPD
- Diabetes
- Mental health
- Obesity
- Sensory (deaf/blind)
Providers to lead / October (release of national assets)
Community group events / Flu Jab
Using Services
Stay Well / £0 / Attendance at community lead events across the city
- Usually high prevalence of diabetes and other LTC’s (health awareness events) / TBC depending on event dates
Local community hotspots eg hairdresser / Using Services
Stay Well / £0 / Getting information out into communities, developing points of contact / October onwards

Carers

Channel / Message / Cost / Reach / How / When
Derbyshire Carers Association / Flu Jab
Using Services
Stay Well / £0 / Email / September onwards
Care Homes / Flu Jab
Using Services
Stay Well / £0 / Email / September onwards
Derby Carers Hub / Flu Jab
Using Services
Stay Well / £0 / Email / September onwards
Think Carer / Flu Jab
Using Services
Stay Well / £0 / Email / September onwards
Derbyshire Mind / Flu Jab
Using Services
Stay Well / £0 / Email / September onwards
Local community hotspots eg hairdresser / Using Services
Stay Well / £0 / Getting information out into communities, developing points of contact / October onwards

65+

Channel / Message / Cost / Reach / How / When
Facebook / Flu Jab
Service Usage
Stay Well / Variable / Variable
Minimum 830 (3,300 – 8,700 people for £150) / Age and geo targeted messages
Messages directly to pages and groups
- Age UK
- Allotment pages / October onwards
Care homes / Flu Jab
Service Usage
Stay Well / £0 / TBC / Email / October onwards
50+ Forum / Flu Jab
Service Usage
Stay Well / £0 / TBC / Email for initial contact on what is possible / November
Women’s Institute / Service Usage / £0 / TBC / Email for initial contact on what is possible / October onwards
U3A / £0 / TBC / Email for initial contact on what is possible / October onwards
VCS / £0 / TBC / Email for initial contact on what is possible / October onwards
BBC Radio Derby / £0 / TBC / Coverage of the campaign (interviews etc) / October onwards
Community groups (BME organisations) / £0 / Health education events – presentations and talks / August – contact about opportunities
Gold (Gem) / tbc / Radio
Rolls Royce (elder employees & former employees clubs) / £0 / Email for initial contact on what is possible / November

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