Uptake Communications Strategy and A



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ITEM

AAA Screening Programme UCSAP Strand A Core Actions

Core Actions

Lead


Implement by (when)

Specific actions

Notes

Outcome Measure

Status including barriers and RAG rating (shade cell Red, Amber or Green)

Update/Trend




General Uptake and Promotion


A Analysis of population and system factors affecting take up of offer and DNA rates

B Assessment of screening round and segmentation by locality/core communities to be accessed

C Creation of deployment plan for public engagement supported by Health and social care information networks et al - segmented to 3 Wave response(Pre, mid and post screening round) per locality per phase of programme ( community leaders/special interest groups etc) and additional advisory comms to third sector advocates

D Capture of positive case studies and human interest

examples to drive media campaign through local/national channels



E Engagement of patient voice in design of delivery phase – in line with national programme focus group response.

F Round launch event - small event to publicise “spearhead screening round 2012 with build up to 2013 National rollout – if budget available


G Phased send of comms packages via available channels community groups according to area and take up rates

H rolling evaluation of phases and screening round – feedback to sectors and practices on penetration

I Remedial communications push as per D for low penetration areas

J LD/special needs access requirements to encourage differentiated needs service user take up of screening offer

K End of round comms penetration assessment – present findings to NHSL and NAAASP



HS/DD

March 2012 to April 2013

Identification of RFHJ executive Champion

Ongoing Communications

Support including
FAQs Onward referral and partnership links reframed with AAA networks in cluster/supralocal/

sub national

DEVELOP STAKEHOLDER SEGMENTED CHANNEL SPECIFIC MEDIA /OUTLETS
Faith Groups

Ensure local faith groups and resources are updated with AAA programme information and act to promote uptake



Care Homes

Widen awareness of AAA programme to relevant men in sheltered or supported accommodation

Ensure local community groups and resources are updated with AAA programme information and act to promote uptake


  • Hells Angels Motorcycle club of Great Britain – (North London Chapters)

  • Royal British Legion

  • The Rotary Club

  • Golf Clubs

  • Veterans Associations

  • Retired profession associations

  • Irish Traveller Movement of Britain
  • PAC partners – older swimming sessions


  • City of London – Hampstead Heath and related sporting activities

  • Almeida Theatre

  • Orange Tree theatre

  • UCLH

  • Sporting stars of the 60’s and 70’s

  • Radio 1, 2, 3 and 4 presenters

  • Eastenders male cast

  • Council of Synagogues

  • Council of Mosques – RAMADAN/EID SPECIFIC

  • Gurdwara networks

  • Irish Chaplaincy

  • Irish Centre

  • Surma Centre Camden

  • Religious communities – Catholic/protestant

  • Services for retirement

  • Services for sheltered accommodation

  • LA housing assets – promotional link to general local PH offers


Political Support/Awareness

Widen political awareness and support for AAA in NCL


MPs

Councillors

Older Peoples Champions

House of Lords

Assess spread of AAA hosting sites to population density and recruit more screening sites to match need area by area and delivery phase by delivery phase
Address Uptake and DNA levels
Encourage participation

Encourage system awareness of AAA



Deliver granular detail on Uptake patterns and address low levels of performance
Utilise communications to determine efficacy of AAA programme reach
Demonstrate positive patient experiences and harness to ensure ubiquity of message
Deliver promotion of the programme through appropriate available channels.

Former Olympians – engage with former Olympians in the run up the 2012 games to harness potential media coverage for the AAA programme by invitation to Medalists


Generate coverage to support AAA with Olympic themed stories


Production of differentiated media resopurces/ messagfing for the programme for diverse service user communities
Multiple language/reading ability/LD sensitive resources
Outreach and support training fro key worker support groups/PALS/Patient Experience
Assessment of segment penetration for each media release/support product

Champion Recruited


Materials pproduced and distributed

EIA fulfilled


Training delivered

Uptake analysis month on month
Remedial comms required


EIA compliance and service user feedback


Number of community groups enagegd and supporting AAA roll out
Collation of case studies
Use of cae studies in Pan London/National roll ouit

Press coverage/visits


Match of screening round to population

Decrease in DNA rates and increased in Uptake Quarter by Quarter
Patient Survey
Olympic Themed Press coverage by July 2012






































Addressing Barriers, Health and Social Care Workforce Development/Awareness & Coterminous Agendas


A Assessment of screening round and segmentation by region/access/Health needs and mapping of Health and Social care resources and workforce

B Creation of engagement plan for wider health and social care in sync with screening round per locality( Statutory and non statutory providers) and additional advisory comms to LA and PCT/CCG leads with coterminous agendas ie PH Pharmacy campaigns, optometry services, dentists etc

C Verification of contact lists for hardcopy and e communications – script generation for follow up with ”fellow traveller” services

D Script and FAQ developed to facilitate enquiries and courtesy call follow ups

E Screening Round launch presentations - small event/presentations to publicise AAA offer in context of local PH LA 3rd sector and non GP primary care services - Health and Wellbeing Boards etc

F Phased send of comms packages via available channels to LMCs and CCGs and practices according to plan (Action A)

G Rolling evaluation of phases and screening round – feedback to sectors and partners on penetration

H Remedial communications push as per F for low penetration areas

I End of round comms penetration assessment – present findings to NHSL and NAAASCP

J Feedback to individual partner organisations on programme penetration by locality.





Feb 2012 ongoing through to 2015

Support screening round by precursor communications campaigns to professional stakeholders and service user facing communications( Before, during and after the screening round as appropriate)

Use of patient / public facing internet sites from PCTs and NHS Trusts - information
Encourage joined up relationship of screening with overall PH health offer

AAA Screening workforce - Map coterminous staffing/programme groups – community delivery operatives


Audit of case notes to assess what other services AAA service users access ( NHS and LA) and map wider promotional uptake – ie Mental health services, smoking cessation, alcohol services etc
Ensure LA web and related public facing resources reflect AAA programme and act to promote uptake
Programme into wider communication of PH offer in NCL
I.e.” life course” approach
Co-promotion/synergy with


  • Community FLU

  • Bowel Cancer Screening

  • DRS programme

  • Smoking cessation

  • Health Checks

  • IAPT

  • Health Champions

  • Exercise On Referal




High level vocal/visible strategic support for the programme

Awareness, skill sand programme access training fro professionals – TARGET event if funded
Liaison with NAAASP/London network
Production of
FAQs for patients

Posters as PDF

Leaflets AS PDF

WEB 2.0 /ICT /SMS Screen messages for GP practices and hospitals


Regular press coverage(local/trade/professional/service user group)
Assessment of segment penetration for each media release/support product

Uptake analysis month on month
Remedial comms required

Completion of audit for case notes
Audit of web presence

Refresh of materials in line wirth phasing of programme









































Primary Care Engagement, Prior During and After screening round


A “mini” consultation on info and comms content and channel issues with GP practices and feedback into overall programme strand

B Assessment of screening round and segmentation of practices – heuristic assessment by region/access/Health needs

C Creation of deployment plan for GP engagement - segmented to 3 Wave response(Pre, mid and post screening round) per practice per phase of programme ( GP/Practice Managers/Practice Nurses) and additional advisory comms to LMCs and emergent CCG stakeholders

D Verification of contact lists for hardcopy and e communications – script generation for follow up with practices

E Script and FAQ developed to facilitate enquiries and courtesy call follow ups

F Round launch event - small event to publicise “spearhead screening round 2012 with build up to 2013 National rollout – if budget available

G Phased send of comms packages via available channels to LMCs and CCGs and practices according to plan (Action A

H rolling evaluation of phases and screening round – feedback to sectors and practices on penetration


I Remedial communications push as per D for low penetration areas

J End of round comms penetration assessment – present findings to NHSL and NAAASP





Feb 2012 to March 2015

Ensure NCL NHS web and related public facing resources reflect AAA programme and act to promote uptake

Mapping of LINK/Healthwatch to ensure liaison and patient voice is inbuilt in programme promotion.

Creation of best Practice model for NCL AAA screening incorporating

Programme into wider communication of PH offer in NCL


I.e.” life course” approach
Co-promotion/synergy with


  • Community FLU

  • Bowel Cancer Screening

  • DRS programme

  • Smoking cessation

  • Health Checks

  • IAPT

  • Health Champions

  • Exercise On Referal



Request AAA materaisl to be included in surgery and web presences for local practices
Request opportunity to present to Priamey care staff grousp ( GOPs, Nurses, Practice Managers, Reception staff)




Uptake analysis month on month
Remedial comms required

Send out of repeat DNA letters – cc to primary care
Request to Primary care for call recall support for the programme
Primary care response and buy in to AAA

Inclusion of materials

Uptake of presentairon offer





































Media Update and Plan








NCL AAA Screening Programme Actions




National Press


October 2011

October 2011

November 2011


October DH press release SOS Andrew Lansley trailing AAA national rollout October 28th 2001, and inclusion in NHS constitution November 2011.
Two significant press stories Daily Mail


Circulation of specific NHS Constitution related update Pledge 3, page 30 Handbook to the NHS constitution
Main DM story Circulated with core facts and patient facing information to core NCL stakeholders


Meeting with NAAASP comms lead to discuss fit of NCL prog comms to national roll out

Local Press (NCL)



November 2011

Barnet 55 Plus Forum Article - Melvyn Gamp

NCL prog approached via National programme to assist and advise on a community facing article from the Barnet 55 plus forum.

Story finalised – to be sent out via Forum. Presentation/drop in screening sessions to BOPA and other service users groups in New year is being arranged.

Local Communications ( Royal Free Hospital)

November 2011

Audit of Media penetration to date on local level details – overall take up of stories has been low.



http://www.camdennewjournal.com/sad-news-constitution
http://www.camdennewjournal.com/reviews/books/2011/oct/books-review-private-eye-%E2%80%93-first-50-years-z-adam-macqueen
http://www.royalfree.nhs.uk/ftconsultation.aspx?tab_id=1070










Royal Free tackles the roots of major health

Aug 10, 2010 ... Abdominal aortic aneurysm (AAA) screening offered to men at age 65. This involves a simple ultrasound test to detect a condition most ...

www.royalfree.nhs.uk/default.aspx?top_nav_id=2&tab...


Our patient population

File Format: PDF/Adobe Acrobat

o leading the abdominal aortic aneurysm (AAA) national screening programme for men o providing opportunistic childhood vaccinations o implementing a risk ...

www.royalfree.nhs.uk/pdf/Our-patient-population.pdf






Men aged 65 – we need you! - News archive

Men aged 65 – we need you! posted 17/08/2009 expires 17/11/2009. Morris Hazan found out he had an aneurysm completely by chance. Invited to attend the Royal ...



www.royalfree.nhs.uk/default.aspx?top_nav_id=2&tab...

New professional and patient facing web prescence under development






Case studies and patient focussed stories under development with assistance of RFH communications and AAA
Support screening round by precursor communications campaigns to professional stakeholders and service user facing communications( Before, during and after the screening round as appropriate)
Use of patient / public facing internet sites from PCTs and NHS Trusts - information

Production of differentiated media resources/ messaging for the programme for diverse service user communities
Multiple language/reading ability/LD sensitive resources

Outreach and support training for key worker support groups/PALS/Patient Experience
Assessment of segment penetration for each media release/support product

Develop stakeholder segmented media for specific channels:

GP packs /REFERRAL FORMS
Comms/’Press releases and stories to be developed – deployed
Mapping and use of existing patient information channels e.g. Freepress at the RFH and equivalent hospital LBC and NCL area NHS and LA magazines which are sent to members / patients etc – RFH comms
Capture of good news stories/case studies
Celebrity Screening - Identification of MOSAIC segmentation high profile campaign – High profile national level notables offered screening and photo op to promotes NAAASCP and local iteration
Segmented according to social classification and potential coverage


  • Local VIPs

  • National VIPs – offer to significant Royal and political personages

  • House of Lords

  • House of commons

  • All local authority counsellors in NCL areas - briefing or invitation as appropriate



Appendix B MAP OF MEDICINE AAA SCREENING PATHWAY





APPENDIX C - Mosaic groups



Mosaic Group

Description

A03 Corporate Chieftains

Successful managers living in very large houses in outer suburban locations

F39 Dignified Dependency

Older people living in crowded apartments in high density social housing


E30 New Urban Colonists

Young professionals and their families who have gentrified older terraces in pre 1914 suburbs

D27 Settled Minorities

Multi-cultural inner city terraces attracting second generation settlers from diverse communities

E34 University Challenge

Halls of residence and other buildings occupied mostly by students

F38 Tower Block Living

Singles, childless couples and older people living in high rise social housing

E33 Town Gown Transition

Older neighbourhoods increasingly taken over by short term student renters

E28 Counter Cultural Mix

Neighbourhoods with transient singles living in multiply occupied large old houses

A01 Global Connections

Financially successful people living in smart flats in cosmopolitan inner city locations

F36 Metro Multiculture

High density social housing, mostly in inner London, with high levels of diversity

E29 City Adventurers


Economically successful singles, many living in privately rented inner city flats

A02 Cultural Leadership

Highly educated senior professionals, many working in the media, politics and law

F35 Bedsit Beneficiaries

Young people renting hard to let social housing often in disadvantaged inner city locations

I48 Old People in Flats

Older people living in small council and housing association flats




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