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Communications Planning

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Presentation on theme: "Communications Planning"— Presentation transcript:

1 Communications Planning
A GP for Me Marisa Adair Executive Director, BCMA

2 Agenda Communications supports for divisions and A GP for Me
Who we are How we can add value Why is a communications plan important? Identifying your audiences Messaging, messaging, messaging Communications tools – “the right tools, for the right audience with the right messaging” The media Social media Evaluation A GP for Me is all about helping patients build stronger, longitudinal relationships with their family doctors. It’s about building capacity so more patients have a family doctor. Everyone who wants a family doctor can have one. It’s about a population health approach that addresses ongoing patient needs across a lifespan for better health results and experiences. So we can deliver better health outcomes, and make the best use of health care resources.

3 Provincial Divisions office - Communications supports for you
Based on the Canadian Community Health Survey data, the government estimates that: 615,000 BC residents have no longitudinal relationship with a doctor – that’s about 14% of the BC population, and 176,000 BC residents – about 4% of the population - have been actively looking for a family doctor without success.

4 What can we do for you? Who “we” are How we help you succeed
Consistent look and feel, messaging Compelling Reaching your target audiences Avoiding potential issues What we promise Timely service Strategic advice International studies and those conducted in BC confirm that there are many benefits to a strong primary care system. Those benefits include: Fewer hospitalizations Reduced pressure on ERs Improved health outcomes, and Reduced health costs In addition, based on a study of patients with CHF and diabetes – when these patients had one primary health care provider – it estimated that the potential cost savings are about 85 million dollars a year. All of which supports the IHI Triple Aim of Improved population health outcomes Improved patient and provider care experience Reduce or at least maintain the per capita health care costs

5 Why a communications plan?
“.. Plans are nothing; planning is everything.” – President Dwight D Eisenhower Building a strong full service primary care system in communities is critical to achieving Triple Aim outcomes for the overall health system This includes integration with home and community care, and mental health and substance use services. These interdependencies enable increased access, coordination, and continuity of care in a community.

6 Keeps everyone on track and on strategy
Why plan? Proactive Common framework Builds understanding Keeps everyone on track and on strategy Link your communications to overall goals, plans, activities “Consistency is the key!” We also need to integrate with the Health Authorities to leverage their resources And there are other resources available including the collaborative committees of the Ministry and the BCMA, such as the Shared Care Committee, the Specialist Services Committee and the Joint Standing Committee on Rural Issues. All to say that Divisions is not alone in making a GP for Me work within your communities. Integration will help us build sustainable, long-term plans.

7 Seven step process Lay of the land Goals and objectives Audiences
Messaging Strategy/tactics Implementation Evaluation A little over $100 million has been dedicated to fund the program. This level of funding demonstrates our commitment to take the needed steps to improve primary care. We followed a two-pronged approach: We dedicated 40 million dollars in funds over the next three years to the community level, which will be used by the Divisions of Family Practice to evaluate their community composition, including: the number of people looking for doctors, the services being delivered, the needs of the local family physicians, and the strengths and gaps in local primary care resources. And to have Divisions take this information to develop and implement a “customized to the community” plan that improves local primary care capacity $24 million of that $40 million is dedicated to promoting multi-disciplinary care. We also committed over 60 million dollars to new fees that are designed to increase efficiency and capacity

8 Audiences talking to you and each other
Sender Receiver Message The new fees are accessed by submitting an Attachment Participation Code each year. This is a zero-sum MSP code You complete this code and register as the Most Responsible Physician (MRP) and work with your local Division of Family Practice and/or community Currently over 2350 physicians have access the Attachment Participation Code

9 Step 1 – Getting the lay of the land
The BC Government and BCMA are funding partners and the funds went to the GP Services Committee (GPSC) The government and BCMA appoint members to GPSC to be accountable for the funds The GPSC sets the direction, but we need your constant feedback in order to ensure we have a strong approach that will work for your community and stakeholders We provide the funds to eligible Divisions GPSC reports results to the funding partners, MoH and the BCMA The Divisions develop community-level approaches and solutions through collaboration, engagement and support from the Health Authorities and other partners And two-way communication is developed between the GPSC and the Divisions to ensure efficiencies We are the communications between GPSC and the Divisions and it is important that it remain free-flowing to achieve our mutual goals

10 Identify opportunities and potential issues SWOT Analysis
Reality check Identify opportunities and potential issues SWOT Analysis Strengths Weaknesses Opportunities Threats Builds a grounded plan – “No surprises” We developed the program through much consultation We had almost 400 family physicians involved We collected and analyzed data to better understand unattached patient numbers and priority areas for improving the health of vulnerable populations GPSC shaped a high-level framework Both the BCMA and the SGP Board of Directors reviewed and approved GPSC’s work Through workshops, we defined patient attachment and outlined the responsibilities of both the physicians and patients within the relationship In addition, we worked with Health Authority partners to co-design community supports.

11 Pre-planning research
What already exists? Who has done this before? What support can we draw on? A two-year prototype was tested in White Rock/South Surrey, Prince George and the Cowichan Valley The results included: Approximately 9,400 patients connecting to a family physician or a primary care clinic, Complex care patients now have primary care available through Divisions and/or Health Authority initiatives, which included the establishment of new primary care clinics, and In White Rock/South Surrey we have the capacity and process in place to connect any unattached patient with a family doctor. We’ve taken the lessons learned and modified our approach to ensure province-wide success and sustainability. One important support that did not exist for the prototype communities is $60 million in new fees

12 Situation analysis/intro
Provides the snapshot Current situation and realities Trends Major issues Challenges Defines, clarifies opportunity The key components of attachment are: Divisional support – Divisions help determine appropriate plans for their unique communities Partnerships with Health Authorities and other partners to co-develop/design solutions We didn’t start from scratch – we leveraged and aligned with existing Health Authority, Ministry and Physician Committee initiatives and programs Patients are key partners in their own health Practice Supports fees encourages the behaviours needed to make the delivery of primary care more efficient, patient-centered, physician satisfied, and cost effective

13 Step 2 – identify goals and objectives

14 Goals & objectives Goal Broad statement of what you want to achieve
Define what the plan will achieve Realistic steps to attain the goal A GP for Me is multi-faceted and ultimately helps patients who want a longitudinal relationship with a family doctor to establish one, without adding any more work for the physician. This approach has never been tried before under a fee-for-service health care system However, the prototype demonstrates that it can be done and done well. GPSC and Divisions signed a Document of Intent, which is critical to the success of a GP for Me. The keys are: to collaborate in co-identifying the issues and co-creating solutions to engage, we might hold different lenses, but we are all here to improve population health outcomes and build a stronger, more sustainable health care system, and to develop and grow partnerships in order to achieve our mutual success. This is an evolving process and it will take time to effectively establish in all areas of the province.

15 Step 3 – Identify your audiences

16 Who are we communicating with?
Target audiences Who are we communicating with? Primary – high need Secondary – important, less urgent Tertiary – “nice to have”

17 Audiences Primary audiences Patients/public Media Physicians Health Authority Secondary audiences Government BCMA Other divisions

18 Ask yourself…. Why should they care? What’s in for them? Are they friend or foe? Are you reaching them when and how they like to be reached?

19 How to reach - family physicians
Physicians like ‘hard copy’ – journals, brochures New/younger practitioner are online – not just reading, but engaging Rely on nurses/office managers to download and post Time crunched….make it easy to get to your information quickly, make call to action clear

20 Media and the public Why are they important? How do we reach them? Most people get their news from………. The fastest growing source of news is……… A great source of news that many overlook…….

21 Messaging, messaging, messaging

22 Key messages Main points Specific Short Pithy Rule of 3

23 Sample key messages A GP for Me Workshop
A GP for Me is about quality patient care. Effective collaboration and partnerships are the keys. We will only succeed by working together - to share our ideas, and come to effective solutions. That is why we are here today. You are not alone. We are here to support you and work with you every step of the way as you your work at the community level.

24 Strategy and tactics

25 How the objective(s) will be achieved
Strategy How the objective(s) will be achieved In broad terms Overall approach Guidelines and themes May cover all audiences or be audience-specific

26 Sample strategy Emphasis on word of mouth and face-to-face communication will be used to inform physicians, other health care providers and stakeholders Media relations will be used to inform the public First nations leaders will be consulted about messages, tools and materials to ensure they meet target audience needs Existing communications channels will be used to reduce costs and maximize exposure

27 Activities and tools that help get the job done
Channels (tactics) Activities and tools that help get the job done Match with objectives strategy audiences Test, test, test

28 Meetings and speaking opportunities
Tactics/vehicles Meetings and speaking opportunities Physician engagement sessions Conferences and special events F-2-F Peer-to-peer support groups Opinion leader meetings Mobilizing supporters Media News releases, interviews, photo/footage opps, news conferences

29 Tactics/vehicles Website Publications Community outreach Forums
Information sharing Publications Newsletters, annual reports, information brochures, posters, bookmarks Community outreach Special events, booths, displays

30 Should we be on Facebook and Twitter?

31 Well…. it’s not about you :)
Is your audience on Facebook and Twitter? Do you have the resources to maintain an active online presence? … time/ability to ENGAGE with your audience

32 What makes a good spokesperson
Spokespeople What makes a good spokesperson Different spokespeople for different activities Media Annual meeting Key messages Q&A, rehearsal and practice Preparation is key

33 Implementation

34 The roll-out Tactical Practical, easy for everyone to use and track Flexible

35 Budget and evaluation

36 You can’t manage what you can’t measure.
However beautiful the strategy, you should occasionally look at the results. Winston Churchill You can’t manage what you can’t measure. Richard Quinn, Sears Merchandising Group

37 Evaluation methods Qualitative Quantitative Event attendance
1:1 interviews Meeting feedback and evaluation forms Enrollment Phone calls, s, other inquiries Quantitative Media coverage Readership surveys

38 Sample plan Situation analysis Goal & objectives Audiences Key messages Strategy Tactics Evaluation Timeline & budget

39 Questions?

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