HESTA Super Fund APHA Member Forum Sponsor

HESTA Super Fund APHA Member Forum Sponsor

2010 APHA Member Forum Agenda Welcome HESTA Presentation ti Health Reform and APHA Strategy Valuing Private Hospitals Campaign Questions and Feedback Close

APHA Key Focus Areas Health Reform Proposals

APHA Key Focus Areas 2010 Health Financing Safety & Quality Workforce Communications

Health Financing Continuation of government support for PHI Develop policy alternatives ti to rebate Identify & redress features of PHI & fund practices that t erode value and impact adversely on hospitals (payment terms, benefit restrictions, compliance burden etc) Monitor implementation of modernised awards and participate in any further processes

Safety & Quality APHA Indicators Collection (extend pilot to all members) Development of National S&Q standards Influential l voice (ACSQHC, PHSC, AHMAC, DOHA, AIHW, ACHS) Assist members to adopt tacsqhc initiativesiti

Workforce Promote role & capacity of private hospitals in education and training Access Commonwealth & State funding Involvement in workforce structures t (HWA, State t committees) If necessary, develop alternative ti models for private hospital workforce training and education

Communications National Campaign Federal election Private Nurses Association? Member Communications

Member Communications Improved member communications Weekly Vital Signs Members Bulletins Members Area on the Website Magazine Need submissions from members Widely read/great publicity for hospitals Forthcoming themes: Safety & Quality (June), Private Hospitals Innovation (August), Critical Care (October), Personal Stories (December)

Health Reform Proposals Commonwealth to fund 60% of efficient i price of public hospitals 60% of research, training & capital 100% of outpatient & primary care

National Standards Apply to Public and Private Hospitals (with public reporting) Access to hospital care (E.D. & surgery waiting times) Access to GP and local health services Safety & Quality Financial Performance

Local Health Networks State statutory authorities 1t to 4h hospitals in each network Governing Council (health, finance, management) and dceo Paid directly for services provided Collaborate with primary care, aged care & private hospitals

Implications for Private Hospitals National Standards What standards d will apply? To whom do we report (Cth, state, LHN)? Replace existing standards?

Implications for Private Hospitals If a patient cannot get surgery at their local hospital within the required timeframe; then the Local Hospital Network will find that t person a bed at another hospital within the Network - or with a private hospital if one can't easily be found. Kevin Rudd, 3 March 2010 But this is not mentioned anywhere in the policy But this is not mentioned anywhere in the policy document!

Implications for Private Hospitals Depends on: What access targets t will be set? What incentives or penalties for meeting or missing targets? t How much autonomy will LHNs have? No detailed answers have been provided to these questions.

National Awareness Campaign

Research and Insights Current State of Play Critical Issues The Campaign Brief

Research APHA commissioned research at the end of last year Benchmarking survey: community attitudes towards private hospitals Social Media: how Australians are talking about public and private hospitals in social media Traditional media audit

Insights Benchmarking Survey Australians are concerned about the state of our health system. Support for the public system slightly outweighs support for the private system Waiting is the primary concern of people p seeking medical treatment Patients and families already see value Nurses are a trusted and influential voice Storytelling has impact

Insights Social media Pregnant women are the most vocal and passionate on the topic The cost of private health care is what drives most of the discussion online Other topics include: private health insurance, maternity services and choice. Very few advocates for the value of private hospitals Digital strategy is core to outreach

Insights media audit Assessment of mainstream media shows that reporting is largely neutral Third party commentators across a spectrum of government, industry bodies, professional bodies and individuals are neutral and slightly more positive towards private hospitals. Government recognises potential value of private hospitals to the reform agenda Convert neutral to positive position in the media

Media audit 9 8 7 6 5 4 3 2 1 0 Third Party Commentators Nicola Roxon Michael Roff Andrew Pescoe Martin Laverty Christine Bennett Michael Armitage John Deeble Mathias Cormann Nick Xenophon Peter Dutton Stephen Robson Kevin Rudd John Della Bosca Dr Tim Woodruff Brendan Murphy Chris Rex Malco lm Turnbull Mark Fitzgibbon P aul Mackay Brian Morton, AMA Bruce Levy David de la Hunty Francis Sullivan Positive Neutral Negative

State of Play Health reform Election Q3 risk and opportunity Productivity it Commission i report good outcome and fodder for campaign Government comments generally supportive of the role of private hospitals Health Insurance Rebate polarised community and the key players temporarily off the agenda

Critical Issues Timing of the election generate support early APHA member hospital participation i critical Cut through messages and clear call to action Advocates and stories Right message, right time, right channel

The Brief Design and implement a national campaign that will: Build awareness of the value and benefits of private hospitals; Garner and mobilise community support for Private Hospitals; and Position the APHA and members to contribute positively to the debate about reform of Australia s health system.

Strategy Target Audiences Core Messages Creative

Strategy Four waves of activity Preparation and early outreach Launch Sustained activity Evaluation Advocates are needed: Inform > Engage g > Persuade (issue) (solution) (promoter) Result = Awareness > Advocate

Target Audiences In an impactful way, the government is the ultimate audience, however to reach and impact upon government we need to positively influence our target audiences: Primary Secondary

Target Audiences Cont Primary Patients, t family members/carers Nurses, hospital staff Secondary Broader community Government

Core Messages Patients and families: Private hospitals are a vital part of Australia s hospital system Nothing is too good for your family s health private hospitals take care of you and your family We do a lot more in your community than you think Don t take your health system for granted You are one of our greatest advocates

Core Messages Cont Nurses/Health Professionals Private Hospitals play a critical role in relieving i the public hospital pressure there would be an increase in waiting lists without us A healthy robust sustainable health system needs both public and private hospitals You are one of our greatest advocates you represent who we are and the peace of mind we provide to the Australian community

Core Messages Cont General Community: A healthy robust sustainable health system needs both public and private hospitals We do a lot more than you think the stereotypes t are not correct We contribute t and give back to our communities We improve the quality of life within your community Private hospitals are a vital part of Australia s health system

Poster treatment Poster treatment for patient areas

Front cover of Front cover of patient brochure

Inside copy of patient brochure

Tray liner artwork

Poster treatment for staff areas and also the front of the staff brochure

Inside artwork for Inside artwork for staff brochure

Front and back Front and back of bookmark

Storyboard idea Storyboard idea for DVD

Website homepage

Possible poster treatment for health fund offices/ads

Possible poster p treatment for health fund offices/ads

Possible poster p treatment if messages need to be dialed up closer to the election

Banner for use at the APHA national congress

Signature Event Member Engagement g In Hospital Media Strategy Digital Strategy

Private Hospitals Week 26 30 April National Launch Daily themes to bring different stories/focus Local level engagement Media coverage National Press Club address Digital outreach

Private Hospitals Week Daily Themes Monday Private Hospitals: We Do So Much More Tuesday Celebrating Private Hospital Staff Wednesday It s All About Our Patients Thursday Out in the Regions Friday World Class Research

Member Hospital Engagement Campaign success depends on member participation Strategy t involves: Information gathering Leaders/Champions Toolkit Staff updates (throughout the campaign) Recognition element

In Hospital Pre-admission Promotional material DVD Discharge Hospital survey

Media Strategy News media print, radio and online (metro and regional) Feature health writers Soft feature special interest/lifestyle t/lif t l Trade media Other avenues: Industry newsletters e.g. individual hospitals, PHI, APHA magazine

Digital Strategy Website Focal point for campaign Draws together all digital influence strategy elements Place for people and advocates to share stories Contains facts and figures about private hospitals We do so much more element Fresh and regularly updated Search Engine Marketing Links on other websites

Digital Strategy cont Influencer Outreach Engage with influential l bloggers Open Room Invitation-only place for face-to-face and online Q&A Facebook Collect stories, fans Updates on campaign Webinars Testimonials

Evaluation Established KPIs for campaign Appropriateness, effectiveness, efficiency i Campaign reach and influence Campaign implementation ti and budget

Evaluation cont Information sources: Online Survey APHA member survey Media audit Digital listening post Web stats Financial reports Campaign reports

How do you get involved? Nominate a champion from your hospital Champions will receive: Toolkit to assist in campaign roll out Posters Leaflets Bookmarks Files for tray liners Updates for each hospital

What can you do? in hospitals Put up the campaign posters in waiting rooms and public places Put the pamphlets in waiting rooms and in patient compendiums Give the bookmarks to patients Print the campaign tray liners for use during Private Hospitals Week and throughout the year Get active in Private Hospitals Week Use the campaign website as your Internet landing page Put a link from your website to the campaign website Include information in your staff newsletter or bulletin Take photos of your hospitals events and send them to our website Contact the APHA for more information

What Can You Do? Private Hospitals Week Get involved! Run an Open Day for the Community Invite your local MP to visit your facility Create a media opportunity launch a new program/highlight some great research Have a Staff Appreciation Day Have a Patient Appreciation Day Any other local way to get involved the Sky s the Limit!

What can you do? personally Go to the website to read more about the campaign Share your I value private hospitals because story and encourage your colleagues, friends and family to do the same Become an advocate Sign onto the campaign newsletter Become a fan on Facebook, share your story, pictures, and clips, and see what others are saying

Together, our voices can make a difference and we can show Australia how vital we are to the health system. Australia s Private Hospitals We do so much more.