MEDIA PLAN FOR ANGLIA TRANSFORMING CANCER CARE IN THE COMMUNITY 2013

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Bruce Norris
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1 MACMILLAN CANCER SUPPORT EAST OF ENGLAND STRATEGIC CLINICAL NETWORK MEDIA PLAN FOR ANGLIA TRANSFORMING CANCER CARE IN THE COMMUNITY 2013 Lead regional comms Back up regional comms Key spokespeople Status Sign off Keith Ewing Amy Guest [TBC] Draft Strategic Clinical Network Date September 2013 Background: There are 1.6million people in England with a diagnosis of cancer. This number is likely to grow by over 3% per year, reflecting the increasing incidence of cancer and better survival rates. By 2030 there are likely to be around four million cancer survivors in UK. The current system of follow-up is not meeting people s needs and will not cope if the number of people living with cancer increases at the expected rate (National Audit Office, 2005; Picker Institute, 2009). In order to deliver dedicated nursing to all, workforce modelling has suggested we would need an additional 3,400 nurses across the UK. In reality it is unlikely that we would end up with such a simple solution, as it would mean we would continue to replicate the cancer care system as it is. Moreover, evidence shows that the current model of cancer follow-up isn t meeting people s needs and we know that the 2 million will double to 4 million by This means that unless we are going to double the workforce we have to do things differently. Macmillan believes that a cancer patient s individual needs are best met through interactions with a mix of people making up the cancer workforce. In its most simple format one-to-one support is about having the right person with the right skills and knowledge at the right time to meet individual needs. So it might be a clinical nurse specialist, but equally it might be a physiotherapist, support worker, district nurse or practice nurse. 1

2 Programme: The Transforming Cancer Care in the Community programme was launched in 2011 within the Anglia Cancer Network (now part of East of England Strategic Clinical Network) and Macmillan Cancer Support in recognition of the need to change to accommodate the evolving landscape. The objectives of the programme are to demonstrate that: Care closer to home is better for patients and reduces over-reliance on hospital-based care, It is more cost effective to develop services, where clinically appropriate, outside of the acute setting, Through investment in an alternative model of a combined Primary Care Cancer Nurse/Support Worker cancer care, there are opportunities to improve quality and efficiency of cancer services as well as sustain and improve the patient s experience. (Source: TCCC Evaluation Report August 2013) Pilot sites: The programme is jointly sponsored by the Strategic Clinical Network and Macmillan Cancer Support. There are seven pilot sites which have received funding for a 2 year period across the Anglia region: Bedford Cambridge Great Yarmouth & Waveney Huntingdon Peterborough Suffolk West Norfolk Timings: The media campaign will begin in June 2013, after approval by the Clinical Strategic Network Board. Please see below some key dates: June 2013: June 2013: Clinical Strategic Network Transforming Cancer Care in the Community Board to approve communications plan and key messages Launch overall programme to press (Anglia-wide) 2

3 July 2013: September 2013: Launch programme to press in each area with specific details of the team in that area. Include case studies of new nursing team members as well as patients and GPs New CNS from one of the posts to be focus of EADT monthly column PR objectives: Increase awareness of the pilot of a new programme for treating cancer patients in the community. Explain the partnership arrangements that exist in order for the pilots to run (Macmillan, Strategic Clinical Network, CCGs and Providers). Position Macmillan as an innovator in this type of community care. Direct people affected by cancer to their local service. Include give/get messaging in all media coverage. Key messages for TC3: There are currently two million people in UK living with and beyond cancer. Cancer is becoming a long-term health condition as detection, treatment and life expectancy improve. Macmillan has over 100 years experience centred on cancer care Macmillan and partners are committed to develop sustainable cancer care solutions Macmillan and the Strategic Clinical Network has consulted with workforce experts in the NHS and other organisations to develop a new pilot scheme to significantly improve patients cancer experience. This will reduce reliance on hospital based care and give patients real improvements in their care and support. The pilot scheme has been developed with patient groups and reflects patients desires to be treated in a more familiar, comfortable home environment. Community care for cancer patients is being made possible by advances in technology such as remote monitoring that allow patients to be treated away from hospital. Macmillan and the Strategic Clinical Network is piloting and evaluating the new workforce roles in practice, as part of local care pathway redesign, providing evidence of cost-effectiveness, quality of patient reported outcomes and patient reported experience. Macmillan and the Strategic Clinical Network are funding the pilot roles for two years 3

4 Macmillan is able to support you during your cancer journey. Visit or call our support line on Facts: Anglia has 14,500 new cases of cancer per year Nearly 1 in 3 cancer patients in East of England lack support from family and friends This makes it harder to self-manage their medical care: 11% have missed appointments 18% have been unable to pick up prescriptions Five-year survival rates have increased gradually over the past 20 years Between April 2011 and March 2012 there were 8,769 unplanned cancer admissions to Anglian trusts These had an estimated combined cost of 26.5m The net cost of the programme across the whole region is 2.5m Macmillan is providing 900,000 of funding There will be seven pilot sites Macmillan will be jointly funding four of these Audience and target media: Audience General public (including PLWC and health professionals) Media that reaches them Regional broadcast and print publications, local online, social media channels Media activities: Regional print news activity We will issue a press release announcing this pilot of new roles that will facilitate community care for people living with cancer in parts of Anglia. The key message will be that more people are now living with cancer and Macmillan, along with its partner service providers, is leading the way in delivering change to cancer care for the benefit of patients. 4

5 Regional broadcast news activity We would sell the initial launch story in to local broadcast (radio and TV outlets). To maximise the chances of pick up we would support the story with a patient case study and Macmillan spokesperson. Local print news activity For local teams that opt in to the media plan we will issue a press release to local publications, announcing the availability of the new community team. We will also profile members of the care team in each area and include a patient case study to bring the story to life. We will seek enthusiastic GPs in each area to act as interviewees and endorse the pilots. Media partnership activity Macmillan has a media partnership with the East Anglian Daily Times which includes a onepage column in the newspaper s health supplement each month. We would propose profiling a member of the Great Yarmouth team for this supplement one month (potentially September 2013). This would help to bring the team to life and as it is a health supplement, would reach a particularly targeted/interested audience. Regional broadcast other activity We will contact local magazine shows such as Inside Out East to discuss with them the developments in community cancer nursing and the technological advancements (such as ambulatory care and remote monitoring) that have made it possible. This is with a view to building up a relationship with the show s producers so we would be considered for contribution or comment if the angle of an episode was along these lines at a future date. Online media We will target all relevant local websites with the news releases when we issue them to print and broadcast outlets. Digital / Social Media We will support the media activity with content on the region s Twitter account. As well as announcing news and linking to coverage, we could run activity such as a day in the life of the community team. This would include tweets from the perspective of the members of the community team to bring them to life and give Twitter followers insight into the team s work and function in the cancer journey. 5

6 Risks/considerations: Risk/consideration Media could focus on the fact that the programme aims to reduce hospital admissions as part of cost-saving measures. Patients in areas that do not have a dedicated nurse may be upset because they are hearing about a programme that they will not directly benefit from. Solution We will produce a Q&A document to help all spokespeople answer these questions. The messaging will focus on the benefits to patients and the fact that this pilot has been designed in response to patient feedback about how they wish to be treated. The messaging of all media materials will emphasise that this is a pilot scheme and if it is successful, there will be the potential to roll it out further. Measurement: Achievable Challenging Regional print 4 6 Local print 6 8 Regional broadcast 2 4 Online 6 8 Quality of media messaging Q&A Are these roles new? Yes for cancer although similar roles are being used to manage other long term conditions. For the first time in cancer care, these roles will be tested and evaluated for their cost effectiveness and improvements to patient experience and outcomes. Have new healthcare professionals been recruited for these roles? Yes. The following roles have been recruited: Great Yarmouth and Waveney Macmillan funded 2.0 WTE Macmillan Community Cancer Nurse Posts and 1.0 WTE Macmillan Community Cancer Support Worker. 6

7 Network funded 1.0 WTE Community Cancer Nurse Post (adopted by Macmillan) and 0.6 WTE Community Cancer Support Worker. Bedfordshire Macmillan funded 1.0 WTE Macmillan Lung Nurse for patients on the lung pathway supported by a community support worker (Network funded) Suffolk Macmillan funded 3.0 WTE Macmillan Community Cancer Nurse Posts and 1.0 WTE Macmillan Community Cancer Support Worker. Network funded 0.6 WTE Community Cancer Support Worker (adopted by Macmillan). Peterborough Macmillan funded 1.0 WTE Macmillan Community Cancer Nurse 0.8WTE Community Cancer Support Worker and 0.6 WTE Community Development Worker working to address inequalities in Peterborough city area Cambridge partnership funded role(s) - TBC Huntingdon partnership funded role(s) - TBC West Norfolk partnership funded role(s) - TBC Will these roles have an effect on the Cancer Nurse Specialist (CNS) role? Will we continue to invest in the CNS role? CNS roles will continue to remain an important feature of Macmillan s plans, but these will increasingly be working as part of a wider team. What is your relationship with partner organisations such as hospitals? We develop strategic and long term partnerships with organisations that share our ambition to reach and improve the lives of people affected by cancer. We bring cancer-specific expertise and knowledge gained over the last 100 years, and believe that we can deliver a better patient experience by collaborating and learning from our partners. What are you hoping that the pilots will prove/what is your hypothesis? Macmillan and our partners - but most of all patients - will know whether these roles work in practice, where the gaps are and what further changes need to be made. The University of East Anglia has been commissioned to evaluate this programme and to test these roles to see if they improve: quality of care and patient experience productivity 7

8 clinical outcomes When will the pilots end/what happens at the end of the pilots? The pilot will end in 2014 and the roles will then be evaluated for their cost effectiveness and improvements to patient experience and outcomes. What are the financial implications for Trusts and Commissioners? Macmillan and the East of England Strategic Clinical Network is funding all posts for 24 months. The evaluation will look at whether the investment in these new roles results in a reduction in the use of other services, like GP appointments, or emergency hospital admissions and therefore be more cost effective. Commissioners and Trusts will use this evaluation to inform decisions about the continuation of funding for these posts. How much is Macmillan investing in the pilots? Macmillan has invested over 850,000 in these new roles over 2 years 8

Keith Ewing. Amy Guest [TBC] Draft. Strategic Clinical Network

Keith Ewing. Amy Guest [TBC] Draft. Strategic Clinical Network MACMILLAN CANCER SUPPORT MEDIA PLAN FOR ANGLIA COMMUNITY CARE 2013 Lead regional comms Back up regional comms Key spokespeople Status Sign off Keith Ewing Amy Guest [TBC] Draft Strategic Clinical Network