NHS England Winter communications: Evaluation of effectiveness

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Summary of report content

Healthwatch Barnet, Camden, Enfield, Haringey and Islington engaged with 380 individuals, in April 2017, to assess the effectiveness of the Winter Communications campaign as part of the 2016-2017 Transformation Primary Care Program launched by the NHS. The aim was to assess how effective the Campaign was, and whether its key messages reached local people. The key aspects of the campaign for North Central London, included: 1) Business card campaign, 2) Digital campaign across London and 3) Communication through CCG and practice websites. Across North Central London, 380 individuals provided a response to the questionnaire. 263 surveys were completed face-to-face and 117 surveys were completed online. The report contains the breakdown of the demographics according to boroughs, age groups, gender and employment status. The questionnaire was designed to find out if people know of NHS 111, and the awareness of extended access to primary care and familiarity with the NHS 111 business card advert. The evaluation highlights the following findings: 1) the use of Business Cards to promote health services was more effective because many people (one in three individuals) learnt about the Campaign through this channel, with people in Enfield least familiar with it. However, this varied based on people’s age, employment status and geographical location. 2) The use of Digital Campaign which was done to raise awareness of NHS 111, through social media channels such as Facebook and Twitter, seems to have reached 68% of the respondents. 3) The use of Communication through CCG and practice websites was not a very effective channel. People rarely use either channels to learn about local healthcare services as only 7% of respondents reported obtaining information about a GP Hub through their local CCG. The report makes the following recommendations: 1) Explore creative ways to disseminate key messages such as the use of combined videos and posters in waiting rooms or a template for local voluntary-sector organisations to use in their newsletter. 2) Distribute business cards to promote health services at the point of prevention during the patient journey, rather than when they are in medical need already. 3) Consider developing special materials for people who are isolated, for example, elderly or vulnerable people, housewives or carers. 4) Use channels that are commonly used communication by people, such as newspapers and magazines. 5) Borough-specific campaigns should be developed specially where low awareness of the campaign was observed. 6) Future campaigns should be co-designed in partnership with local people to ensure key messages reach people more effectively.

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General details

Report title 
NHS England Winter communications: Evaluation of effectiveness
Local Healthwatch 
Healthwatch Barnet
Healthwatch Camden
Healthwatch Enfield
Healthwatch Haringey
Healthwatch Islington
Date of publication 
Friday, 12 May, 2017
Date evidence capture began 
Saturday, 1 April, 2017
Date evidence capture finished 
Sunday, 30 April, 2017
Type of report 
Report
Key themes 
Access
Communication between staff and patients
Health promotion
Information providing
Healthwatch reference number 
Rep-1262

Methodology and approach

Was the work undertaken at the request of another organisation? 
Yes
Primary research method used 
Structured interview
Survey
How was the information collected? 
Engagement Event
If an Enter and View methodology was applied, was the visit announced or unannounced? 
N/A

Details of health and care services included in the report

Primary care services 
GP practice
Out of hours
NHS 111
Urgent and emergency care services 
Accident & emergency
NHS 111
Urgent care services

Details of people who shared their views

Number of people who shared their views 
380
Age group 
All
Gender 
All
Specific ethnicity if known 
All
Sexual orientation 
NA
Does the information include public's views? 
Yes
Does the information include carer's, friend's or relative's views? 
No
Does the information include staff's views? 
No
Does the information include other people's views? 
No
What was the main sentiment of the people who shared their views? 
Mixed

Outcomes and impact

Were recommendations made by local Healthwatch in the report? 
Yes
Does the information contain a response from a provider? 
No
Is there evidence of impact in the report? 
No
Is there evidence of impact external to the report? 
No

Network Impact
Relationships that exist locally, regionally, nationally have benefited from the work undertaken in the report
 
Implied Impact
Where it is implied that change may occur in the future as a result of Healthwatch work. This can be implied in a provider  response, press release or other source. Implied impact can become tangible impact once change has occurred.
 
Tangible Impact
There is evidence of change that can be directly attributed to Healthwatch work undertaken in the report.