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Blackpool Council Health OSC December 7 2010

Blackpool Council Health OSC December 7 2010. NHS Blackpool Approach to Social Marketing Insight Choose Well Richard Emmess. Aim of the presentation: Describe how we can use Mosaic data to assist behaviour change Example - Choose Well A&E/ Urgent Care architecture:

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Blackpool Council Health OSC December 7 2010

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  1. Blackpool Council Health OSCDecember 7 2010 NHS Blackpool Approach to Social Marketing Insight Choose Well Richard Emmess

  2. Aim of the presentation: • Describe how we can use Mosaic data to assist behaviour change • Example - Choose Well • A&E/ Urgent Care architecture: • Choose well was contributory to a reduction in A&E attendances as • were: • Whitegate Health Centre opening (2009) • Walk in Centre Relocation (2009) • GP Led Health Centre Opening (2009) • Practice Based Commissioning A&E Deflection Scheme • Walk in Centre/GP Led Merged (2010) • Integrated working between GP Led/WIC and Urgent Care Centre • at BVH = single point of access to Emergency and Urgent Care (2010)

  3. Blackpool Electoral Wards Life Expectancy and Health Life Expectancy

  4. Ranked months of Life Lost by cause - NHS Blackpool - 2006-2008

  5. Mosaic Group D25 Postcodes: binge drinking Alcohol hospitalisation rates

  6. Mosaic Groups • F -Welfare Borderline • J – Grey Perspectives • G – Municipal Dependency • D – Ties of Community

  7. A&E attendance by • Mosaic Risk: • Over 25% greater risk • than Blackpool Average • Up to 25% more than • Blackpool average • Blackpool average or less

  8. Electoral Wards • Ingthorpe • Park • Clifton • Common denominators: • Mosaic Group “F” and “G” • Blackpool Coastal Housing • Social Landlord • Low number of alternatives • roximity to A&E BVH A&E

  9. Overview • Dependent on state • High TV watching • One parent families • Low rise council housing • Long term illness • Unemployment • Low incomes • Disadvantaged • Service Channels • Receptive: • Face to Face • Non Receptive • Internet • Telephone/Mobile • Post • Access Information • Receptive: • Local Papers • Face to Face • Non Receptive • Internet

  10. G – Municipal Dependency F- Welfare Borderline • Greater than the • Blackpool average: • Emergency Attendances • Ambulance pick ups • A&E Admissions

  11. Our response: • A5 “Your Guide to Local Health Services” • delivered to every household • Fridge magnet included in guide • with useful numbers • Your Blackpool free newspaper • feature on Choose Well • Posters and “Your Guide” promoting • Choose Well: • Practices • Pharmacies • A&E • Libraries • Housing Offices • Blackpool Coastal Housing Newsletter • Local Shops in key areas

  12. Ingthorpe, Park, Clifton: • Blackpool Coastal Housing • Health Road Shows • Presence in Housing Offices Church Halls etc. • Choose Well information • Blood Pressure Screening • Alcohol Awareness • Lung Age Checks • Quit Smoking • Healthy Weight Assessments • Health Eating • Lifestyle Advice • Child Immunisation • Dental Access and Oral Hygiene Advice

  13. From October 2009 to February 2010 a 13.2 % reduction in A&E Admissions

  14. Key Points: • Mosaic Data – when placed next to Public Health Data can become • a useful tool for targeting information • This presentation contains only a fraction of the Mosaic data available • Mosaic profiles also form the basis of our JSNA • Our demographics and geography allowed us to focus on very defined • communities

  15. Thank you

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