Social Marketing
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Healthy Ambitions identified a number of areas where the potential existed for a social marketing approach to have an impact on the behaviours which have an influence on healthy lifestyles. A regional social marketing programme has been developed and agreed by commissioners that aims to deliver significant impact on those behaviours.
A regional marketing collaborative will initially have 3 key roles:
- To develop and deliver best practice through 7 strategic priority projects
- To support capability development throughout the region through focussed ‘learning by doing’ events
- To provide leadership on the insight agenda for the region.
The seven priority projects, identified by our clinicians in Healthy Ambitions are: Obesity, Mental Health, Stroke, End of Life, Primary Care Access, Education and Training and Marketing Services. Each project has been agreed by all PCTs and has a PCT Chief Executive ‘sponsor’ who sits on a marketing steering group.
The collaborative also has a duty to train NHS staff and share best practice. The first development event has already been planned and will be based on best practice created in Doncaster PCT in delivering improved Early Detection of Lung Cancer. The aim is for participants to replicate the process and to achieve a region-wide rollout.
A small core expert team will support the running of the collaborative and its projects, as well as identifying how to place marketing and insight within the commissioning and provision of NHS services.
Adopting best-practice as the NHS marketing standard
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The following model has been agreed by the collaborative and will be adopted in line with best practice:
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Region-wide marketing collaborative priority projects
7
Primary Care Access
Sponsor Rob Webster
Chief Exec, NHS Calderdale
There are two specific challenges to address:
- a Raising public awareness of the primary care options, whilst promoting a sense of responsibility to use services appropriately
- b Engaging the GP population in the changing needs and wants of patients, and encouraging them to develop their services accordingly.
This project will set out to determine how users and providers of primary care services currently behave and why. It will identify how we could influence a change in these behaviours.
Obesity
Sponsor Simon Morritt
Chief Exec, NHS Bradford
The requirement to offer vascular checks to all over 40 creates an opportunity to engage our communities in healthier lifestyles. Most PCTs will focus assessment and management on the ‘High Risk’ 20%; however, we must also deliver motivating and appropriate support for all if we are to ensure continuing improved health and high levels of recall attendance.
This project will identify motivations to change (learning from insights already gained in the Change 4 Life project and locally), developing a set of possible ‘interventions and advice’ that can be applied region-wide, but tailored for local service infrastructures.
Marketing Services
Sponsor Karl Milner
(SHA Director of Communications)
This project will identify a core ‘roster’ of proven expert partners in all marketing disciplines which will include national, regional and local providers. It will also identify common communication materials across the NHS, where a combined approach can yield greater cost effective impact.
End of Life
Sponsor Alan Wittrick
Chief Exec, NHS Wakefield
This project will establish a robust insight base and commission a research process, involving engagement with terminally ill patients and clinicians – leading to the delivery of a campaign.
Education & Training
Sponsor Ailsa Claire
Chief Exec, NHS Barnsley
This project will develop commissioning capacity in social marketing for local health communities.
Stroke
Sponsor Jan Soberaj
Chief Exec NHS Sheffield
The NHS (and the Stroke Association) is committed to promoting stroke as a medical emergency, both amongst the population at large and amongst clinicians. This project will examine the appetite of all stakeholders working within stroke services – from health improvement through to patient care and aftercare (including social services) – to adopt a customer view of the services they provide.
Mental Health
Sponsor Ailsa Claire
Chief Exec, NHS Barnsley
Recognised as a strategic region-wide priority, the likely area of focus will be around 'anti-stigma'. Contact is currently being made with the regions five key service providers in order to gain an understanding of the context for this project.