Cambridgeshire & Peterborough WINTER 2018-19 Communications Action Plan
DRAFT: Winter 2018/19 (August - Feb) communications action plan 1. Background This plan reflects a system wide communications approach for the winter period and has been prepared by C&P STP communications leads (Comms Cell): Cambridge University Hospitals NHS Foundation Trust Cambridgeshire and Peterborough Clinical Commissioning Group Cambridgeshire and Peterborough NHS Foundation Trust Cambridgeshire Community Services NHS Trust Cambridgeshire County Council East of England Ambulance Service NHS Trust NHS England NHS Improvement North West Anglia NHS Foundation Trust Royal Papworth Hospital NHS Foundation Trust Peterborough City Council The aim of this campaign is to help ease pressure on NHS and social care services by encouraging patients and the public to stay well and ensure they use the right services for their illness or injury. It will also reassure the general public that the system are working together to provide a wide range of high quality, accessible NHS and social health services. The campaign will build on lessons learnt over recent years, previous campaigns and feedback from key stakeholders to identify key target audiences and the most effective, efficient and cost effective ways to communicate and engage with them. In addition to the organisations above, the Comms Cell will work alongside district councils, Cambridgeshire Fire Service, Cambridgeshire Police and the Health & Wellbeing Network to maximise opportunities and ensure consistent messaging across the region.
2. Lessons learnt Winter 2017/18 was one of the most challenging the local system has seen. Prolonged periods of bad weather, high levels of severe flu and norovirus outbreaks placed the system under extreme pressure with acutes, GPs, ambulance and social services all experiencing unprecedented levels of demand. The NHS, both locally and nationally, were firmly in the media spotlight across the winter period with a focus on falling standards, quality of care and financial pressures. NHS staff were praised for their dedication and tireless effort throughout. Building on the key learnings that are set out in the wider system plan, key areas of focus for communications and engagement activity are as follows: Area of focus Learning from 2017/18 2018/19 communications approach Winter plan awareness Winter plans developed but lack of awareness of plans/preparedness with both staff and general public. Develop schedule of activity to help raise awareness and confidence with staff and general public about actions/plans in place. Talk about services/new initiatives/lessons learnt alongside how public can play in ensuring they stay well. Preparing for peaks in demand The system plans well for bank holidays and cold weather but does not cope so well with the aftermath. For example; surge in urgent referrals, GP appointments on Tuesdays following bank holiday, surge in respiratory patients following period of cold/hot weather Continue to the national Stay Well* campaign alongside localised campaigns (self care, mental health, winter warmth) Utilise new and existing materials and communications channels across the system. All individual organisations to tailor resources and key messages to their target audiences as appropriate. Voluntary sector Lack of engagement with voluntary sector. Health & Wellbeing Network now operational. Explore opportunities to work closer with them alongside patient groups and voluntary sector particularly older people, vulnerable adults and migrant communities.
Winter funding schemes and GP extended access Supporting NHS Staff Escalation processes Late notice of winter funding schemes hindered communications opportunities. National messaging around GP access across the festive season did not reflect the local offering and therefore resulted in unclear and confusing patient communication. Hard-working frontline staff worked tirelessly under very significant pressures. Ongoing negative media coverage and working under pressure impacted on staff morale. Lack of communication/mixed messaging across the system resulting in delay in communicating key messages to audiences GPs, impacted services, public. The GP extended access programme is scheduled to be implemented from October 2019, this will be a key part of winter communications and a separate communications plan to this is in development. [link to comms plan tbc] Explore ways to improve staff communications, both individually as organisation and as a system. Develop an agreed communication escalation process across the system to ensure clear, consistent messages are communicated in timely manner. Ensure consistent service information is easily accessible across all partner and provider websites. Social media will continue to be pivotal to all campaign activity, including targeted social media advertising. *NHSE/PHE Stay Well campaign activity not agreed at time of plan submission 3. Key messages (TBC NEED TO BE UPDATED?ALIGN WITH NATIONAL MESSAGING ONCE AGREED) System working together to ensure patients have access to and receive high quality care over the winter period Use your NHS wisely this winter Our local A&Es remain under pressure - we re urging the general public to ensure they only use A&E for emergencies to help keep it available for those who really need it
If you need medical help fast, but are unsure where to go, then call NHS 111. Available 24-7, 365 days a year, NHS 111 will direct you to the right service Winter can make existing health problems worse. So if you feel like you re coming down with something, even if it s just a cough or a cold, don t wait until it gets worse. Act quickly. The sooner you get advice from a pharmacist the better. Get a flu jab the flu vaccination is offered free of charge to people who are at risk, pregnant women, carers and some young children you can now book yours online You can treat common winter illnesses at home with basic medicines or with advice from a pharmacist no prescription or GP appointment required Don t swallow up your NHS - last year your local NHS spent over 4m on prescribing medicines that you can easily buy from pharmacies and supermarkets (paracetamol, cold and flu, diarrhoea relief) Look out for others check in on elderly family, friends and neighbours, especially during cold Our NHS staff do an amazing job every day. Let's help them by using their services wisely. 4. Target audiences General public, with a particular focus on the following: o parents of babies and pre-school children o older people, vulnerable and those LTC o migrant communities GPs Staff Voluntary Organisations Patient groups: PRG, PPGs and patient forums Media all channels Wider communities local businesses, X 5. Budget The proposed campaign activity sits across a number of budget allocations. Activity outlined below has therefore been aligned to the relevant budget area TBC. All national activity will be covered through the national campaign.
6. Campaign activity As in previous years, the campaign will have two strands prevention and operational. Prevention will provide a localised multi agency campaign across the system that works alongside the national NHSE/PHE Stay Well campaign*. This will focus on raising awareness of local services available, encouraging the general public to self care and general health and wellbeing messaging. A series of communications toolkits will be developed (by NHSE/PHE and the ) to provide resources such as press releases, online copy, stakeholder articles, social media activity, posters, images and digital content. These will be shared with all partners and providers, GPs and pharmacies to tailor to their audiences accordingly. Operational will focus on the day to day pressures on the system and tailor communications accordingly. Working alongside partners and providers within the system, activity will help to raise awareness of specific system pressures in primary, social and acute care to ensure patients/stakeholders receive clear, consistent messages. An agreed communication escalation process will be developed to this activity. Prevention - Stay Well 2018/19 localised Winter comms activity Month & key message/s August All set for summer? Summer illnesses/ conditions hay fever, travel sickness, sun safety Heatwave advice August bank holiday Choose right service for illness or injury Be prepared self care, repeat prescriptions September Target audience Parents General public Activity/communication method - Communications toolkit - Social media (inc.advertising) All - Communications toolkit - Social media (inc. advertising) Lead PHE CUH NWAFT
Winter plan awareness System working together to ensure quality of care throughout winter Raise awareness of services and new initiatives JET, Health & Wellbeing Network etc Public have role to play Help us to help you - Stay Well messaging Back to school/college Back to school back to bugs! Students register with GPs, medicine cabinet essentials Staff Public GPs Parents/ school Students - Specific comms tailored to key audiences staff, GPs, Public, HW/Vol sector - Online presence across system - Communications toolkit - Targeted social media activity ALL All to Guide to Childhood illnesses Advice for parents of 0-5 on common childhood illnesses Appropriate use of services: GPs, UTCs, 111, pharmacies, MIU Student guide Advice for students on keeping well and accessing local health services October Flu Stay Well/Flu Fighters Book flu jab today GP online flu clinic campaign Staff flu campaign GP access/extended access Extended GP access across C&P Care Navigators Care navigators helping patients to get the right care first time Parents 0-5yrs GTCHI booklet provided to following: - New parents (via Mat units) - Pre School parents (via nurserys) - Reception age parents (via schools) Students - Student guide available online/available as flip book - Targeted comms via Unis/colleges - Dedicated webpage - Targeted social media campaign Pregnant women Over 65s & LTC NHS/LA Staff - Provider Flu campaigns (staff) - Communications toolkit - Targeted social media advertising - Staff/VS/Healthwatch engagement All to General - See separate comms plan (LINK) Care Navigators - Resources for Care Navigators All All to
More practice staff being trained as Care Navigators for winter November/December Self care Stay Well Self care week (12 Nov 18 Nov) Winter illnesses (colds/coughs/flu) Appropriate use of services: UTCs, NHS 111, pharmacies Be prepared (festive season) Stay Well Stock up/repeat prescriptions Look out for others Appropriate use of services: UTCs, NHS 111, pharmacies, MIU Cold weather Stay Well Keeping your home warm, efficiently and safe Look after yourself, look after others Appropriate use of services: UTCs, NHS 111, pharmacies, MIU Mental health Getting ready and ing yours/your loved one's mental health over the festive period Raise awareness of services available FRS, PWS, IAPT, KYH January Self care Stay Well Winter illnesses Mental health Appropriate use of services: UTCs, NHS 111, pharmacies, MIU Mental health ing yours/your loved one's mental health in New Year General - Link with H&W Network General - Communications toolkit - Targeted social media campaign - Staff/VS/Healthwatch engagement General - Communications toolkit - Targeted social media campaign - Staff/VS/Healthwatch engagement General - PHE cold weather plan - Communications toolkit - Targeted social media activity - Staff/VS/Healthwatch engagement General - Communications toolkit - Social media activity - Staff/VS/Healthwatch engagement General -Targeted social media campaign (inc.advertising) General - Communications toolkit - Social media activity All to All to PHE lead on cold weather All to / CPFT CPFT to lead on mental health ALL to CPFT to lead on
Raise awareness of MH services FRS, PWS, IAPT, KYH - Staff/VS/Healthwatch engagement mental health ALL to Operational Operational activity will focus on the day to day pressures on the system and tailor communications accordingly. Working alongside partners and providers within the system, activity will help to raise awareness of specific system pressures in primary, social and acute care. This will be ed by an agreed communication escalation process to ensure staff, patients and key stakeholders receive clear, consistent information in a timely manner. Individual organisations will then be responsible for tailoring messaging to their key audiences via their relevant communication channels for both internal and external audiences (see below). System wide teleconferencing calls for communications leads will be set up by the as required. Frequency of these will depend on system pressures at the time. The calls enable comms colleagues to agree communications actions and maximise opportunities across partners and providers. Escalation process TO BE DEVELOPED/AGREED 1. Organisation under pressure/incident responsible for notifying system comms colleagues and sharing relevant info/comms messages as soon as possible 2. Once notified, individual organisation responsible for updating and communicating with their key audiences via relevant communication channels 3. System wide comms call to be set up as required CUH NWAFT CPFT EEAST CCS Local Authority Papworth Communication key audiences CUH staff Staff GPs Staff CCS Staff Social care Papworth staff Patients Patients NHSE Patients Patients Schools Patients Public Public Staff Carers Public Public
Media Stakeholders Local media Third sector Media Key Local media General public Stakeholders stakeholders CUH staff NHSE Communication channels Social media Social media GP Gateway CPFT website Social media Website CUH website NWAFT website Press releases Staff newsletter Factsheet CUH internal channels Internal weekly staff briefing Newsround/ Noticeboard Monthly leadership staff Briefing Team Brief NWAFT staff intranet Members magazine Pulse GP Magazine Good Practice i-connect (weekly staff) PRG / Patient forums Staff website Public Website Social media (Facebook, twitter, LinkedIn) Social media Staff intranet Monthly staff magazine (Newsbeat) website Podcast CEO Blog Weekly staff magazine (Newsbites) staff extranet GP website Stakeholder news (quarterly) Blogs CPFT News (patients/stakeholders) Internal channels Exec roadshows Meetings Staff cascade (weekly) Service specific comms channels Staff text messaging Facebook Patient forums Staff ESR system messaging Weekly senior staff briefing Website
Twitter Instagram Stakeholder newsletter North West Anglia NHS Foundation Trust Joanne Bennis, Chief Nurse Stephen Graves, CEO Dr Kanchan Rege, Medical Director Nominated senior comms Mandy Ward, Head of Communications, North West Anglia NHS Foundation Trust Cambridge University Hospitals NHS Foundation Trust Clinician: Stephen Wallis, Divisional Director for ED Managerial: Sam Higginson, Chief Operating Officer Nominated senior comms David Cook, Communications Manager, Cambridge University Hospitals NHS Foundation Trust Clinical Spokesperson at STP level: Dr Gary Howsam, Clinical Chair of the C&P for primary care/community issues Dr Alex Gimson, STP Care Advisory Group Chair, general Nominated senior communications Aidan Fallon, Head of Communications & Engagement, Sustainability and Transformation Programme - System Delivery Unit spokesperson Dr Gary Howsam, Clinical Chair of the C&P
Jan Thomas, Chief Officer Dr Emma Tiffin Sue Last, Head of Communications and Engagement, CCS NHS Trust spokesperson Matthew Winn, CEO Julia Sirett, Chief Nurse David Vickers, Medical Director Karen Mason, Head of Communications EEAST spokesperson XX Joy Hale Head of Communications and Engagement, CPFT spokesperson Tracy Dowling, Chief Executive Dr Chess Denman, Medical Director Andrea Groibois, Head of Communications and Engagement, CPFT
Cambridgeshire County Council spokesperson XX Matthew Hall, Head of Communications and Engagement, CC Peteborough City Council spokesperson XX XXX Royal Papworth spokesperson Stephen Posey, CEO Eilish Midlane, Chief Operating Officer Kate Waters, Head of Communications and Engagement