Communications and Engagement report 11 January 2018 – 12 March 2018
Introduction
This communications and engagement report aims to demonstrate how Mid Essex CCG has been engaging, involving and informing people about key healthcare initiatives; the issues and key themes emerging from our patient and public feedback; and how the CCG is progressing with key work programmes.
The activity highlighted in this report covers the period from 11th January 2018 to 12th March 2018. If you would like to know more about this work or have feedback on the report, please get in touch with us by emailing [email protected].
Campaigns and activity
The Communications and Engagement team has been closely involved in the launch of new projects and engagement activity during the reporting period, working with CCG colleagues and external partners and stakeholders. • A considerable amount of communications and engagement resourcing has been devoted to supporting the Mid and South Essex Sustainability and Transformation Partnership public consultation around acute hospital services in particular. The team arranged venues for consultation events in mid Essex, collected feedback from our Patient Reference Group (see below) and shared printed consultation materials with a number of local organisations for onward distribution. • Another major project for the team has been the planning and launch of a new 100-day challenge. Last year’s twin campaign challenged staff and partners to walk 25 million steps and to share activities they undertake to help them Live Well • This year, in a bid to recognise the importance of good mental health for Live Well, the CCG has launched a new 100 day challenge for 2018 – 100 Days in Mind. Over the next 100 days, the CCG will be putting on a range of mental health activities for staff that support the five ways to wellbeing – caring; giving; learning; active and mindfulness. • CCG Directors are championing an area each and staff are making pledges to improve their own wellbeing during the 100 days. As well as this, we’re hoping to motivate and inspire our partners and wider community by sharing our favourite quotes of the day on Twitter. • We have produced our first in-house patient story film, charting the difficulties and solutions that faced one of our Continuing Healthcare service users and her carer. The film is being shared with Board and with the public via the CCGs YouTube page. • The team have been preparing for a Spring launch of a vanguard Care Home Red Bag scheme in mid Essex aimed at keeping all personal belongings and medicines together with care home residents’ essential medical notes if they need to go to hospital. It is hoped the scheme will improve patient’s experience of hospital discharge. • Drafting the 2017/18 CCG Annual Report is underway. Each year’s report is a major project due to the breadth of information required and the communications and engagement team takes the lead on its production.
• Winter messages have remained a key focus during this reporting period with heightened comms activity during the recent period of snow. The team ensured social and digital media was able to update local people re NHS services and supported our GP member practices to keep patients informed of any changes to local care.
Engaging with our communities and our Patient Reference Group (PRG)
The Communications and Engagement team continues to produce the regular Engage e-newsletter for stakeholders. Three issues were produced in the current reporting period, with topics including:
• a number of the campaigns and activities mentioned in the previous section • promotion of the NHS 111 service • self-care advice including common winter ailments, the Royal College of GPs’ Three Before GP campaign and the #21 campaign supporting habit change over a 21-day period • publicising the opportunity to join our Board as a Lay Member • promoting our diabetes self-care event • guidance around maintaining good cardiac health • ways of avoiding sexually transmitted infections • sharing the national recognition one mid Essex GP practice received for its contribution to diabetes research • launching the NHS 70th birthday activities the team is planning for later this year.
You can find the current and previous issues of Engage online at http://bit.ly/2nr3lf7.
The team also continues to organise, develop the agenda for and host PRG meetings, usually held every two months. The group – made up of community and voluntary representatives, patient group members and Healthwatch Essex – discusses commissioning priorities and current issues, feeding back on local healthcare and patient experience concerns.
The Lay Board Member for Public and Patient Engagement chairs the group and the Communications and Engagement team seeks Director-level attendance for each meeting whenever possible. At least one director attended every PRG meeting during 2017/18.
Issues raised by group members that cannot be addressed at a meeting are shared with individual Directors for action and response and noted below for Board’s reference. The PRG action log is available on the CCG’s website at http://bit.ly/2narKW7.
As well as meeting PRG members regularly, CCG directors and staff also attend events with other patient groups and stakeholders. Outcomes and actions from those meetings are recorded in our Engagement Log. From this Board report onwards, we will be sharing outcomes from the patient engagement and feedback we have received, which we call “You said, we did”.
Patient and public and patient engagement – You said, we did
Here’s an update on actions taken by the CCG in this reporting period following patient feedback. This first section relates to direct requests made by the Patient Reference Group:
• You Said - Inform STP consultation team of PRG recommendation that family/carer transport run during evenings and weekends We did - Shared with STP team and a focus group on transport has been arranged for patient and service users
• You Said - Provide each PRG member with electronic copies of STP consultation materials We did – Team sent all materials electronically and provided hard copies at meetings
• You Said - Provide clearer guidance on which services will be staying at each Mid and South Essex STP hospital under the proposals being consulted on until March We did – Prepared individual guides explaining services at each hospital under the proposals. Guides to be given at March PRG meeting
• You Said - Update PRG on progress around Mid Essex CCG carers’ strategy We did – Prepared a briefing to be given at March PRG meeting
• You Said - Inform PRG of services previously available at Burnham Clinic We did – Prepared a briefing to be given at March PRG meeting
• You Said - Discuss service development and contract delivery by the CCG We did – Discussion scheduled for May PRG meeting
From Mid Essex CCG Community Champions (patient representatives with an interest in developing public involvement in a particular mid Essex locality):
• You Said - Involve patient representatives more closely in CCG commissioning decisions We did - CCG is currently investigating regular Community Champion participation in our Live Well Committee
• You Said - Promote benefits of patient participation groups with GP practices without one We did – met with two practices to date to discuss development of PPG or virtual PPG. One is in process of setting up a PRG
• You Said - Requested support for forthcoming Live Well events held by a GP practice’s patient group We did - CCG supplied materials to support and is looking at other ways to help in future
From public engagement meetings and working groups:
• You Said - Seek more evidence to support safe practice around Home First implementation We did - CCG has provided research (Cochrane report) to the public and scrutiny committees re discharge to assess principles and is working through elements of the service to ensure safe implementation later this year
• You Said - Share the reasons for the delay in Maldon Health Hub business case We did - CCG is awaiting the outcome of the national NHS maternity services consultation to inform the business case and has shared this with the working group for the health hub
A more complete log for Mid Essex CCG engagement activity in the current quarter is available from our website at bit.ly/2FCNlAX.
Media and press coverage of CCG activity
During the reporting period, we have worked with the media on 14 stories, the potential reach of which is as follows:
No. of Publication or channel (with link Area of coverage Circulation / reach stories to website) 171,000 (based on RAJAR 3 BBC Essex Countywide quarterly listening figures) 68,000 (based on RAJAR 1 Radio Essex / Radio Essex DAB Chelmsford, Southend quarterly listening figures) 4 Braintree and Witham Times Braintree, Witham, Dunmow, Hatfield Peverel 7,494 (ABC audited) Chelmsford urban centre and surrounding 48,000 (estimated – recent title 3 Chelmsford and Mid Essex Times villages change will require new audit) 1 Halstead Gazette Halstead and some Colne Valley 3,386 (ABC audited) Maldon town and surrounding villages, Dengie 2 Maldon and Burnham Standard 5,415 (ABC audited) peninsula, South Woodham Ferrers, Danbury 14
Influenza self-care, promotion of our diabetes patient event and consultation by the Sustainability and Transformation Partnership were among the topics covered. Staff and Board members receive a weekly summary of media stories relevant to the CCG.
The team also responded to 14 press enquiries during the 11th January to 12th March 2018 reporting period, and successfully corrected 1 story relating to the CCG that appeared in the media with inaccuracies or misleading information. Media enquiries came from medical trade and national press as well as local media and covered a wide range of issues including:
• GP practices’ capacity in the face of new housing • Outcomes of the Home First public engagement in developments autumn 2017 and plans for Braintree Community Hospital • Flu prevalence in mid Essex • Provision of adult community health services • Development of the Maldon health hub • Elective surgery delays due to winter pressures.
Digital Communications
You said, we did
Previously Board had requested more detailed analysis of how the CCG is using digital communication to engage and involve local people with its work and services. Since the last reporting period we have been trailing some new approaches with our digital media and marketing. In particular we have been looking at how digital marketing can support some key delivery areas for the CCG including:
• increasing referrals our IAPT mental health services • increasing the reach and frequency of download of our digital childhood illnesses handbook to support more parents / grandparents / carers • using digital as one of our key communication methods during the recent bad weather, informing our local population of services and support available during the period of heavy snow An early analysis of the above activity is already demonstrating an additional 420 downloads of the childhood illness handbook and a significant increase of self-referrals to IAPT services in just 1 week of active marketing (a report of 64 referrals across the seven days compared to 35 the previous week).
We hope to provide Board with further analysis in the next reporting period.
Headline Statistics Social Media
• 402,473 total social media impressions (The number of times our social media posts have been seen) • 4,430 total social engagements with our accounts including likes, shares, retweets, mentions and comments • 952 website visits direct from social media – 722 (75%) were from Facebook • Females aged 25-44 continue to be the largest demographic which we engage with on social media, however engagement with Males on Facebook is up 2% on the last reporting period Website
• 28,277 unique users (The number of people who have viewed our website at least once)
• 42,458 pageviews (The total number of pages viewed. Repeated views of a single page are counted) • A typical user visited 1.12 pages and on each visit stayed on the site for 00:40 minutes • Most viewed webpage* was Health in Mind (IAPT) – 1,260 unique pageviews
*This is excluding the homepage, contact us, about us and intranet login pages.
Social Media
Twitter Facebook Instagram
Engagement • 5,132 followers • 624 followers • 334 followers • 327.3K impressions • 75,473 total impressions • 2,136 total engagements • 18,264 people reached Instagram is a relatively new platform for the CCG • and one which we are continuing to grow. (favourites, retweets and replies) 2,294 total engagements Reporting for Instagram is currently limited and (like, comments and shares) therefore the same level of analytics is not available. However, we are still looking into ways to report on this in future reports. Social Demographics – People Engaged Gender Gender Gender • 41% Male • 15% Male +2% • 38% Male • 59% Female • 84% Female -2% • 62% Female
Age Age Age • 54% 13-17 • <1% 13-17 • 1% 13-17 • 1% 18-24 • 4.34% 18-24 • 15% 18-24 • 3% 25-34 • 21% 25-34 • 42% 25-34 • 4% 35-44 • 38% 35-44 • 25% 35-44 • 7% 45-54 • 16% 45-54 • 13% 45-54 • 31% 55+ • 18% 55+ • 4% 55+
Social Media Paid for Advertising Campaign – Childhood Illness
In late 2016 the CCG produced 20000 copies of a childhood illness booklets which distributed to parents, grandparent and carers across mid Essex. The booklet was incredibly popular yet expensive to produce. We continue to receive many requests for more copies from our GPs and other health and care professionals.
The team has been looking at alternative ways to promote the digital booklet which is available to download from the CCG website and a more cost effective tool.
During February 2018 we started using Facebook Advertising to promote the Handbook with the aim of reaching people aged 18-45 who are parents with children aged 0 to 12 years.
The target number of people to reach was 13,000. Results from the month long trial are:
• Reach – 6,354 • Impressions – 29,917
• CPM (cost per 1000 impressions) - £4.43
• Total spent on campaign - £132.57 • Actions (clicked the link) – 356
• Cost per result (per link click) - £0.47 • Number of handbook downloads – 420
Board will be able to see that we have had some impressive success with a very small budget. We are now looking at how we can use this approach for other CCG priority areas.
Website Statistics
What device are people using to access our website? Profile of our web users
Our website is used by a wide range of patients, local residents
and healthcare professionals.
The largest audience of website users since the last reporting period are those aged 25-34 (28.76%). 5.39% were 18-24, 21.09% were aged 35-44, 20.96% were aged between 45 and 54 and 21.78% were aged over 55.
Mobile Tablet Desktop 60.9% of website users are female and 39.1.7% are male. 18.91% 7.95% 73.14%
Analysis
Since the last reporting period we have made slight changes to the mental health webpages and the Health in Mind (IAPT) webpage continues to be the most popular with 1,260 unique page views. With the Facebook advertising campaign which started at the beginning of March, it is hoped that page views will continue to increase again over the next few months.
Other landing pages which performed well this reporting period include Medicines Optimisation – Joint Mid Essex Formulary (620), Board profiles (614) and Childhood Illnesses (515).
952 users were referred to the website from social media this reporting period of which 722 were from Facebook and 186 from Twitter. Of the 722 referrals from Facebook, 285 were landed on the Childhood illnesses webpage and 122 on the Health in Mind (IAPT) webpage.
Desktop continues to be the the device which users are using the most to view the website; however mobile has made a huge jump this reporting period to 18.91% of users – this can be pin pointed to the introduction of Facebook advertising.