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Lincolnshire Pandemic Flu Communications Workshop

Lincolnshire Pandemic Flu Communications Workshop. February 2009. Peter Richardson, Emergency Preparedness Trainer, NHS Lincolnshire on behalf of:. Stuart Northolt Department of Health NHS Implementation Communications Manager. Research provides us with several insights….

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Lincolnshire Pandemic Flu Communications Workshop

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  1. Lincolnshire Pandemic Flu Communications Workshop February 2009

  2. Peter Richardson,Emergency Preparedness Trainer,NHS Lincolnshireon behalf of: Stuart Northolt Department of Health NHS Implementation Communications Manager

  3. Research provides us with several insights… There is very little, if any, awareness or understanding of pandemic flu There is a lack of confidence in Government messaging Friends, family or trusted members of their community likely to be initial source of advice Many people will act in their own self-interest A significant proportion of the population is likely to panic

  4. measured engagement’ ‘Measured Engagement’ Timely Information appropriate to the level of risk Relevant but not panic-inducing Responsive The overall challenge for communications

  5. WHO 3 WHO 4 WHO 5 WHO 6 Small outbreakslimited human: humantransfer Rare human cases, no human:human transfer Larger outbreakshuman: humantransfer established Pandemic confirmed The WHO phases provide a framework for communications:

  6. ‘Vague worry’ ‘Alarm bells’ ‘Air raid siren’ ‘Panic stations’ WHO 3 WHO 4 WHO 5 WHO 6 Little knowledge but much confusion re types of flu Vocal ‘experts’ inform opinion Remote concern Proper fear sets in Panic-driven behaviour changes, especially when threat is local Rumours and scaremongering ‘ruthless’ creativity tocircumvent system Many will remain unconcernedif flu outbreak in Asia Active info-seeking from concerned panickers Exaggeration and misrepresentation of threat and how to control it Hunger for information Suspicion of Govt approach Threat becomes real for many Research has identified that each stage is associated with a different mood: 6

  7. Respiratory and Hand Hygiene 2007 Media Activity: Bus panels, Tube and train card panels, Supermarket 6 sheets Screensavers in Offices 7 16 November 2014

  8. Dirty Bertie

  9. Managing public (and internal) messages

  10. Manage the Pandemic

  11. Comms Strategy by phase: WHO 3 WHO 4 WHO 5 WHO 6 Building good RHH behaviours Making the link with Pan Flu Getting the nation ready Managing the Pan Flu crisis Stakeholder & media engagement Pan Flu education, advice & measures Advice reminders Pan Flu updates RHH PR RHH Advertising Door Drop 2 Door Drop 1 Automated information line & digital strategy Automated information line & digital strategy National broadcast paid & unpaid channels National & local media briefings NHS Number Awareness & recruitment – PCT rollout NHS Number Awareness & recruitment – PCT pilot Govt News Coordination Centre 11 16 November 2014

  12. NHS Communications • SHAs and local NHS Trusts are responsible for managing the local communications response to Pandemic Influenza-related healthcare issues. • Provide local support and reinforcement to overall strategic initiatives, eg: • RHH • Door Drops • Pandemic Flu Information Line • National Pandemic Flu Line Service • Collection points • Internal communications: provide advice, support and information to staff, primary care contractors and other partners • Collect, collate and disseminate information on the local health situation

  13. The communications planning structure • National (DH and contingency) plans • London Health CommunityPandemic Flu Communications Framework • All local Trusts need to update/write the Pan Flu communications plans

  14. NHS staff are people too • Public concerns coming out of research • Same concerns as being expressed by NHS professionals • Eg National Pandemic Flu Line Service • Contradictory messages • ‘Internal’ comms the most difficult part of the comms mix • Follows that if we can put in place comms measures that reassure the public, we’re also building confidence among our own people – and vice-versa

  15. UK Operating Services 1.ENGAGES: Individual (or representative) contacts FluLine 2.VALIDATE ID: Individual provides health number 3.CONDUCT ASSESSMENT: Individual’s eligibility to receive Antivirals for treatment is assessed 4.AUTHORISE COUNTERMEASURE: Individual is given URN and collection information Symptomatic Individual SURVEILLANCE & MONITORING FluLine FluLine FluLine FluLine MONITOR IMPACT: Predicts future cases and their geographic spread. Assesses clinical severity and informs policy on managing complications Nurse supports Contact Centre Agents with queries Nurse supports Contact Centre Agents with queries Individual receives URN Real-life modeller HPUs, ONS Standard Individual Process HPA MANAGE STRATEGIC SUPPLY: Monitors efficacy of clinical countermeasures involved in Response. Monitors depletion and recommends changes to distribution protocol 6a.UPDATE STOCK POSITION: Stock levels are updated 5. ISSUE: Antivirals are issued to FluFriend on behalf of Individual FluFriend presents URN to collection point on behalf of Individual Real-life modeller MHRA 6b.DELIVER TO INDIVIDUAL: FluFriend delivers Antivirals to Individual HPA Collection Point Collection Point FluFriend MONITOR HEALTH AND SOCIAL CARE PRESSURES • PLACE ORDER: Order is placed based on minimum stock threshold and volumes issued 6.CONFIRM RECEIPT & PUT-AWAY: Stock is received, reconciled with order and stored 5.PICK, PACK & SHIP: Stock is selected, packed and transported Collection Point Collection Point INTERNATIONAL LIAISON: Provides/receives international status information and maintains WHO phase specific algorithm 3rd Party Supplier Standard Supply Process WHO 3.VERIFY ORDER: Order is accepted, rejected or adjusted nationally 2.CHECK ORDER: Order is accepted, rejected or adjusted locally HPA 4.RECEIVE ORDER: Orders are received and consolidated COMMUNICATION DECISION-MAKING Stock Tracking Capability National Co-ordination Centre PCT Co-ordination Centre 3rd Party Supplier = External Interface Flu Line patient pathway Pre Pandemic During Pandemic Communications Pre Pandemic Approach NHS Implementation Pre Pandemic Approach Social Care Pre Pandemic Approach

  16. eg: challenges for mental health patients • High level of anxiety • Reliance on consistency • Eg regular counsellor, therapist • How communicate that regular carer may be ill? • How communicate in actuality of carer being ill? • Poor uptake of medication • Will they take antivirals? • Poor ability to self-care • Effects of Pandemic Flu • Threat • Actuality • Enhanced anxiety/depression/self harm • Longer-term depression and other health consequences? • General rise in mental health vulnerability?

  17. Can we use stakeholders to support Pandemic Flu communications? • Pro-actively encourage people to become ‘Flu Friends’ to vulnerable patients? • Issues around advocates and advocacy? • Piggyback on the specialist communications channels used by service providers? • eg MIND • MHF • Shelter • Learning and behavioural disabilities charities

  18. The communications planning structure • National (DH and contingency) plans • London Health CommunityPandemic Flu Communications Framework • All local Trusts need to update/write the Pan Flu communications plans

  19. Pandemic flu Communications Plan FOR THELINCOLNSHIRE HEALTH AND SOCIAL CARE COMMUNITY ‘healthcare staff are an important sub-set of the general public and with the right information, can become trusted ‘ambassadors’ carrying key messages to their families, friends and communities. * *(WHO Level6)

  20. How might the info be communicated to staff? • Depends on Alert level; face-to-face briefings may not be a good idea during a pandemic event ! But, as an example, staff induction provides an opportunity for basic awareness raising • During a higher Alert level there are many everyday tools that could be employed: The Telephone! Email, Shared computer folders, Intranet, Extranet, Payslip messaging…

  21. Pandemic flu Communications Plan FOR THELINCOLNSHIRE HEALTH AND SOCIAL CARE COMMUNITY ‘The General Public will continue to be informed and educated through published materials and use of the media… ‘A local helpline will be established, as needed, to supplement the resources of NHS Direct and the National Flu line service.’* *Source: Pandemic flu Communications Plan FOR THELINCOLNSHIRE HEALTH AND SOCIAL CARE COMMUNITY, Draft 1,November 2008 (WHO Level6)

  22. WHO Level 6 Communications outcomes • People understand the gravity of the situation • People know what to do to reduce the risk of infection or how and where to access help and treatment if they are ill • People know how to access Flu Line services • People know to limit their visits to GPs, hospitals etc • Burden on NHS through public use of inappropriate channels (whether intentional or accidental) is reduced • Staff morale maintained • Staff absenteeism though fear of infection kept to minimum

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