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The North Midlands Breast Screening Facebook page aims to improve cancer outcomes by promoting breast awareness and encouraging women to attend screening appointments. The page has successfully broken down barriers and empowered women to make informed choices through engaging community posts. Positive outcomes have been seen, with increased overall uptake and prevalent attendance in targeted GP practices.
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The North Midlands Breast Screening Facebook page was launched in 2015 and is managed by Health Improvement Practitioners; Gina Newman and Jess Mulroy Johnson.
How and why we use Facebook as a platform to communicate Historically and currently, prevalent women are not attending for screening appointments and engaging with the service. Through the use of social media and publishing community posts to the wider community networks, we are highlighting and promoting the breast awareness message and the importance of early detection through screening, thus improving cancer outcomes. We have established a positive conversation with targeted community cohorts, therefore enabling and empowering women to make informed choices. These posts are breaking down a number of barriers, including organizational and misrepresentation barriers and are resulting in behavioral changes towards Breast screening. On updating specific screening information we are able to encourage engagement and advice on correct pathways to the service.
We have identified that there is a misconception in the over 70’s being entitled for Breast screening. This is highlighted in each engagement post. • Weekly #thankyouthursday compliments are very well received, resulting in ladies having confidence of the service. • Positive peer to peer encouragement has resulted in hard to reach ladies engaging as they can retain a certain level of anonymity. • A number of Health inclusion groups share our information and videos. These include :-Trans Staffordshire, Reach at Asist and the Carer’s Hub.
Breast Screening Women between the ages of 47 and 73 are invited for regular breast screening (every three years) under a national programme. Each GP practice is targeted every 3yrs and all eligible ladies, who are registered are invited. In 2016, the proportion of eligible women taking up routine breast screening invitations fell to its lowest rate in a 10 year period in the UK. With the largest decline in the prevalent cohort (First timers). Uptake in the Incident cohort (Routine) declined slightly. (NHS Digital, 2018)
Positive outcomes from the use of Facebook The UK National Screening Committee set two targets for the Breast screening service to achieve; 70% minimum standard and 80% national target overall. Two GP practices were targeted with a digital approach. Both practices saw an increase in overall uptake and an increase in prevalent attendance by 12% and 11%.
Practice 1 2008-82% 2011-80% 2014-76% 2017-78% 2014 – 76% uptake. Prevalent 49%; 84% Incident Cancers diagnosed – 5 2017 – 78% uptake. Prevalent 61%; 85% Incident Cancers diagnosed - 11
Practice 2 2008-80% 2011-79% 2014-76% 2017–79% 2014 – 76% uptake. Prevalent 51%; 84% Incident Cancers diagnosed - 8 2017 – 79% uptake. Prevalent 62%; 84% Incident Cancers diagnosed - 17
Positive outcomes from the use of Facebook Women who have previously DNA’d their appointment have contacted us via Facebook. Through this communication their breast screening appointments have been rebooked and attended.
North Midlands Breast Screening Service is the leading Breast screening page on Facebook
What to expect from breast screening animation This animation of the breast screening pathway, is understandable to all health literacy levels and is also culturally sensitive. It has currently been viewed over 28k times. https://vimeo.com/241078206
Peopleinsight Our reach to diverse communities is continuously extending as our information is shared.
What our followers have to say about our digital communication • Yes seeing your post made me think about breast awareness and that's what made me contact you. At first I thought should I reply as I was out of the Leek area you were talking about, but I then thought the worst you could say is that you were unable to help. The quick response was very encouraging and I have now made an appointment for next week. I have also discussed this with my colleagues at work and shared your link with them to make them aware. Thanks again for you help • I saw the post and knew that mum was due screening but hadn’t heard anything from the doctors so we got in touch, which was very easy. We’ve both discussed that neither of us were particularly aware and rarely or never checked ourselves so we’ve definitely become more aware now • It certainly got myself, my family and my friends chatting about screening and checking. I think personally ladies are more likely to check themselves after seeing social media or tv ad's etc nowadays. I know my adult daughter and her friends talk about cervical screening and they aren't afraid of screening. I think people are becoming more body aware. • Really pleased to find a contact for queries regarding breast screening. I have had great difficulties in the past accessing breast screening due to BRAC+ status and having ovarian cancer. I am more than pleased that I can say I can message someone and not have to go through switchboard trying to find a department who may be able to answer queries and offer support/advice. Thank you • Itcertainly got myself, family and friends chatting about screening and checking. I think personally ladies are more likely to check themselves after seeing social media or TV ad’s nowadays. • By having a quick conversation via Facebook put my mind at rest about forthcoming appointments also felt better knowing that you answered quickly and professionally. I wasn’t made to feel I was wasting your time actually quite the opposite you encouraged me greatly to communicate with you. • Glad to be able to communicate.
