Presentation on theme: "Communications Planning"— Presentation transcript:
1Communications Planning A GP for MeMarisa Adair Executive Director, BCMA
2Agenda Communications supports for divisions and A GP for Me Who we areHow we can add valueWhy is a communications plan important?Identifying your audiencesMessaging, messaging, messagingCommunications tools – “the right tools, for the right audience with the right messaging”The mediaSocial mediaEvaluationA 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, andmake the best use of health care resources.
3Provincial 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, and176,000 BC residents – about 4% of the population - have been actively looking for a family doctor without success.
4What can we do for you? Who “we” are How we help you succeed Consistent look and feel, messagingCompellingReaching your target audiencesAvoiding potential issuesWhat we promiseTimely serviceStrategic adviceInternational studies and those conducted in BC confirm that there are many benefits to a strong primary care system. Those benefits include:Fewer hospitalizationsReduced pressure on ERsImproved health outcomes, andReduced health costsIn 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 ofImproved population health outcomesImproved patient and provider care experienceReduce or at least maintain the per capita health care costs
5Why a communications plan? “.. Plans are nothing; planning is everything.” – President Dwight D EisenhowerBuilding a strong full service primary care system in communities is critical to achieving Triple Aim outcomes for the overall health systemThis 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.
6Keeps everyone on track and on strategy Why plan?ProactiveCommon frameworkBuilds understandingKeeps everyone on track and on strategyLink your communications to overall goals, plans, activities“Consistency is the key!”We also need to integrate with the Health Authorities to leverage their resourcesAnd 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.
7Seven step process Lay of the land Goals and objectives Audiences MessagingStrategy/tacticsImplementationEvaluationA 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, andthe 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
8Audiences talking to you and each other SenderReceiverMessageThe new fees are accessed by submitting an Attachment Participation Code each year. This is a zero-sum MSP codeYou complete this code and register as the Most Responsible Physician (MRP) and work with your local Division of Family Practice and/or communityCurrently over 2350 physicians have access the Attachment Participation Code
9Step 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 fundsThe 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 stakeholdersWe provide the funds to eligible DivisionsGPSC reports results to the funding partners, MoH and the BCMAThe Divisions develop community-level approaches and solutions through collaboration, engagement and support from the Health Authorities and other partnersAnd two-way communication is developed between the GPSC and the Divisions to ensure efficienciesWe are the communications between GPSC and the Divisions and it is important that it remain free-flowing to achieve our mutual goals
10Identify opportunities and potential issues SWOT Analysis Reality checkIdentify opportunities and potential issuesSWOT AnalysisStrengthsWeaknessesOpportunitiesThreatsBuilds a grounded plan – “No surprises”We developed the program through much consultationWe had almost 400 family physicians involvedWe collected and analyzed data to better understand unattached patient numbers and priority areas for improving the health of vulnerable populationsGPSC shaped a high-level frameworkBoth the BCMA and the SGP Board of Directors reviewed and approved GPSC’s workThrough workshops, we defined patient attachment and outlined the responsibilities of both the physicians and patients within the relationshipIn addition, we worked with Health Authority partners to co-design community supports.
11Pre-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 ValleyThe 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, andIn 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
12Situation analysis/intro Provides the snapshotCurrent situation and realitiesTrendsMajor issuesChallengesDefines, clarifies opportunityThe key components of attachment are:Divisional support – Divisions help determine appropriate plans for their unique communitiesPartnerships with Health Authorities and other partners to co-develop/design solutionsWe didn’t start from scratch – we leveraged and aligned with existing Health Authority, Ministry and Physician Committee initiatives and programsPatients are key partners in their own healthPractice Supports fees encourages the behaviours needed to make the delivery of primary care more efficient, patient-centered, physician satisfied, and cost effective
14Goals & objectives Goal Broad statement of what you want to achieve Define what the plan will achieveRealistic steps to attain the goalA 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 systemHowever, 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 solutionsto 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, andto 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.
18Ask 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?
19How to reach - family physicians Physicians like ‘hard copy’ – journals, brochuresNew/younger practitioner are online – not just reading, but engagingRely on nurses/office managers to download and postTime crunched….make it easy to get to your information quickly, make call to action clear
20Media and the publicWhy 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…….
22Key messagesMain pointsSpecificShortPithyRule of 3
23Sample 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.
25How the objective(s) will be achieved StrategyHow the objective(s) will be achievedIn broad termsOverall approachGuidelines and themesMay cover all audiences or be audience-specific
26Sample strategyEmphasis on word of mouth and face-to-face communication will be used to inform physicians, other health care providers and stakeholdersMedia relations will be used to inform the publicFirst nations leaders will be consulted about messages, tools and materials to ensure they meet target audience needsExisting communications channels will be used to reduce costs and maximize exposure
27Activities and tools that help get the job done Channels (tactics)Activities and tools that help get the job doneMatch withobjectivesstrategyaudiencesTest, test, test
28Meetings and speaking opportunities Tactics/vehiclesMeetings and speaking opportunitiesPhysician engagement sessionsConferences and special eventsF-2-FPeer-to-peer support groupsOpinion leader meetingsMobilizing supportersMediaNews releases, interviews, photo/footage opps, news conferences
29Tactics/vehicles Website Publications Community outreach Forums Information sharingPublicationsNewsletters, annual reports, information brochures, posters, bookmarksCommunity outreachSpecial events, booths, displays
36You can’t manage what you can’t measure. However beautiful the strategy, you should occasionally look at the results.Winston ChurchillYou can’t manage what you can’t measure.Richard Quinn, Sears Merchandising Group
37Evaluation methods Qualitative Quantitative Event attendance 1:1 interviewsMeeting feedback and evaluation formsEnrollmentPhone calls, s, other inquiriesQuantitativeMedia coverageReadership surveys