Enhancing Retinal Eye Screenings for Diabetic Patients

2. Increasing attendance at retinal eye screenings for people with diabetes. Phil Morris, Head of Marketing Anne Pennington, Insight Analyst 17 June 2010

3. Retinal Eye Screening. “We need another leaflet…and some adverts”

4. A step back. • What’s the problem? • What do people think of the service? • Contact strategy.

5. A North Mersey approach • What’s everyone else doing? • Sharing capacity – how? • Low cost and value for money.

6. Methodology. • North Mersey Diabetes Action Group meeting in February 2010. • Telephone interviews with 100 people with diabetes across the patch. • Three focus groups recruited from lists. • regular attendees. • consistent non-attendees. • mixture of both.

7. Issues. • Mailing lists • Database issues • Cross PCT work • Slippage against original deadlines • Methodology • Action group separated from everyone else • Clinical Governance • None! Accepted as an audit

8. Early insight. • Knew the problem, not the name. • Confusion with Optician’s ‘eye tests’. • Non attendees want a reminder. • Self care is important. • Value any contact with health professional.

9. What next? • Develop service(s) short and long term with commissioners. • CRM - Shape a contact strategy • Share the insight and output.

10. Thank you and goodnight.

12. The NSMCMoving Forward Mike Hope NW Development & Support Manager

13. 2004 2008 2006 NSM Centre work programme Developing capacity & skills in behavioural interventions and social marketing National Social Marketing Centre

14. NSMC resources • NSMC website • ShowCase database • NSMC e-bulletin • Toolbox • Practical guides • Guide to procuring social marketing services • Big Pocket Guide • Benchmark criteria • Reports • Social marketing ethics • Review of social marketing within public health regional settings

15. NSMC online planning guide

16. Showcase The first collection of fully-researched case studies to show that social marketing works!

17. National Occupational Standards

18. Establishing standards 18 BSI study – key finding: development of a PAS (publicly available specification) – principles of developing a social marketing programme Work across government – NAO, COI, OGC Highlighting best practice – Centre of Excellence

19. Cost benefit model Develop a tool for use within the NHS to calculate the value of behavioural change projects To standardise what costs should be included and what impacts should be evaluated To be delivered with NICE, LSE and other organisations – monitored by an advisory committee To be launched March 2011

20. Proposed strategic aims To be the centre of excellence for social marketing To be the strategic adviser to government and national organisations To establish and maintain standards within social marketing

21. What do you think? The NSMC’s proposed strategic aims? Is there a need for a national body like the NSMC? Social marketing or behaviour change – what language should we use?

22. It’s been a pleasure Please contact Claire Pickett on 020 7799 1952 for future enquiries

24. Drink a little less. See a better you. A Cheshire & Merseyside social marketing campaign targeting men and alcohol use Tracey Lambert, Social Marketing & Communications Manager

25. Alcohol in Cheshire & Merseyside • Most areas in Cheshire & Merseyside are well above the England average for alcohol harm • Cheshire & Merseyside hospitals admit 8,000 men per year with conditions linked to alcohol • NI 39 – PCT target to reduce hospital admissions relating to alcohol • Higher numbers of men rather than women presenting at hospital with alcohol related conditions • Men less likely to visit their GP

26. Social Outcome • To create, develop and deliver a social marketing programme that will reduce alcohol harm amongst the target audience.

27. Target Audience • Men aged 35 – 55 years old • Routine and manual workers – Ties of community Mosaic segment • Mostly drinking beer in pubs and social clubs • High numbers drinking to hazardous levels across Cheshire & Merseyside • Majority at pre-contemplation stage • Preventative campaign required to support local work of PCT’s * Source: NWPHO Source: Prochaska and DiClemente

28. Research – 3 stages • NWPHO segmentation report – profiling hazardous and harmful drinkers across Cheshire & Merseyside • Insight work by Corporate Culture with target audience, men, 35 – 55, pub drinkers, drinking beer to hazardous and harmful levels • Further research was conducted with the pub industry, landlords and the target audience to inform the intervention and creative development.

29. What did we find out? Key Motivators • Need to belong to their community • What others do (social norm) • Benefits to me (stress relief, escape, reward) • Pub is an important support mechanism

30. The campaign • Piloted initially with Robinsons brewery in Macclesfield • Health checks in pubs plus a “wind down” promotion (swap a drink at the end of the night) from Monday to Thursday • Awareness raising through washroom media and promotional posters in pubs • CRM programme - data collection through the competition, follow up contact by e-mail and text • Free branded mug following health check • Staff incentives for promoting “wind down” – high street vouchers • Professional and publican tool kits developed • Pub activities and events to increase footfall – quizzes, sports, drinks tastings • Industry support essential • Partnership approach key to local implementation • Supported by the media including local radio

31. Strapline

32. Washroom media Mirror creative was the strongest concept “It’s like taking a look at yourself – literally!”

33. Promotional Poster – Health Check Blood pressure, cholesterol, blood sugar, height and weight, lifestyle advice – physical check vehicle to talk to men about alcohol

34. Promotional Poster – Wind down Swap alcoholic drink for a low alcohol or soft drink and enter the competition – behaviour change

35. Next steps • Using evaluation and feedback from local implementation groups refine intervention for Phase 2 • New areas to get onboard • Help existing areas sustain activity • Developing tool kits and training for sustainability • Develop multi-agency approach to delivery • New industry partnerships to be developed plus explore collaboration with low alcohol beer manufacturer – provide greater choice

36. Thank you

37. Drink a little less, see a better you Evaluation of Phase 1 Miranda Thurston Centre for Public Health Research

38. Evaluation methodology Case studies of 5 pubs in real time Primarily qualitative (some quantitative outcomes) observations semi-structured interviews with bar managers structured questionnaire pre-campaign and post campaign to men in the target group structured questionnaire pre-campaign to those outside the target group analysis of data from health checks, prize draw, text messages analysis of pub sales data before and after the intervention

39. Case study pubs

40. Data collected 27 pre-campaign questionnaires with men in the target group 21 pre-campaign questionnaires with people outside the target group 13 follow-up interviews with those in the target group 12 observation visits: 7 pre-campaign and 5 during the campaign 5 semi-structured interviews with bar managers Analysis of health check data Collation of data on prize draw entry and text messages sent

41. ‘Getting in’: the pub as a gateway ‘At first I was a bit … because we were a pub and they were asking people not to drink. That was my first impression, but when they did explain that that was not what they were here for then I did think we could have a go.’

42. Health checks

43. Who had a health check: age and sex

44. Who had a health check: health risks 65% (35) were overweight/obese/very obese 48% (16) had ‘poor’ body composition 59% (32) had a reported weekly alcohol consumption that exceeded the recommended units • 8 (15%) had systolic BP ≥ 160 or diastolic ≥ 100 • 46% (22) were smokers

45. Health checks: a good idea because … Accessing those who tend not to go to the doctors Detecting unmet needs Giving health advice on basis of own results Raising awareness of own health Spreading awareness in the wider pub

46. I thought it was a good idea myself, personally. It was very unusual to have it in a pub but I thought it was a good idea, especially when you’ve got lads that are finishing work and they’re not going to go to the doctors anyway. If the opportunity is there to have that health check then yeah, it’s a good idea.

47. There was one guy, his blood pressure was through the roof and he didn’t feel ill. He said, “I’m glad I’ve had that done; I’d have never just gone and had my blood pressure checked because I feel OK” … so there’s been a few surprises.

48. After [the health check], I made a query asking about my LDL cholesterol having to be higher. I thought cholesterol was cholesterol but he explained about good and bad and the low density coming from fish, seafoods and that kind of thing, so I am eating more fish.

49. I think it made people more aware, because the people who I did see go to the health check and come back, they were talking in their groups regarding the health check. So, I think it brought that awareness.

50. … one was saying he went to the doctors for his cholesterol afterwards and ended up getting a diet sheet off him.