Aims of today Consider how we as individuals and groups can contribute towards ‘No Avoidable...
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Transcript of Aims of today Consider how we as individuals and groups can contribute towards ‘No Avoidable...
Aims of today
• Consider how we as individuals and groups can contribute towards ‘No Avoidable Infections’
• Review how best to ‘make a difference’ in working with people who can deliver the necessary changes and improvements
• Gather some useful new perspectives and a toolbox of ideas • Communicate messages and ‘asks’ to DH in a way which will
stimulate forward action– Lindsay Wilkinson will be here at 2.30pm today– MP event on April 1st hosted by Dr Brian Iddon MP
• Hone succinct messaging and communications plans driven by your own group's objectives
• What else?
THE ROLE THAT PATIENT & PUBLIC GROUPS HAVE IN HEALTHCARE
Beyond token involvement
• Government has passed legislation to involve patients and the public in shaping local health services so that they truly reflect the needs of the community they serve.
• NHS is being given more responsibility by the Government for the design and delivery of local health services and has a duty to involve and consult patients and the public when planning services.
All of this means that local campaigning and influencing will become more important and there is more opportunity for direct involvement in improving services
Across all sectorsThere is a long history in the UK of people coming together in groups to achieve a common goal. Quite often, ‘grass roots’ activists with similar experiences got together simply as a way of supporting each other, or because they felt they were being discriminated against.
Some have campaigned for better services or better working conditions while others have simply strived to raise awareness.
Many of the independent disability advocacy groups in the UK were started by grass roots activists; now they are properly funded and provide substantial support.
RNIB (2004) ISBN 1 85878 621 5
“We need to work in partnership – in particular with patients and patient groups.
In order to form effective prevention and control policies, it is essential to work closely with patients and their relatives to better tailor
policies to patients real needs...well informed and empowered patients are a strong asset for
European societies.”
Commissioner Vassiliou, 7 April at ECPC Cancer Patient Summit
“If campaigning groups don’t represent the public and patients in policy-making, then
who is going to ?”
Jeremy Laurance. Health Editor, The Independent.
Challenges facing the Health Advocacy CommunityThe views of policymakers & media, Health Equality Europe, 2006
“Who’s most active pressing for change?”
Challenges Facing the Health Advocacy Community: a Europe-Wide Survey of Health Campaigners (2006)
a
“Who values and takes you seriously as a health campaigner?”
Challenges Facing the Health Advocacy Community: a Europe-Wide Survey of Health Campaigners (2006)
a
“How do you deliver your campaign?”
Challenges Facing the Health Advocacy Community: a Europe-Wide Survey of Health Campaigners (2006)
s
Major activities of campaigning groups in Europe
Challenges Facing the Health Advocacy Community: a Europe-Wide Survey of Health Campaigners (2006)
“Do you believe the patient/advocacy movement could become an effective force within healthcare systems?”
Patient advocates need to be self-critical. People they put forward as representatives
need to be effective
In: Challenges facing the Health Advocacy CommunityThe views of policymakers & media, Health Equality Europe, 2006
“Yes absolutely. And it will.
This is a definite trend”
“Yes but they’ll always have to battle for airtime with the likes of doctors,
nurses & political players”
“Yes it already is”
Joanne Shaw, Vice-Chair NHS DirectGary Finnegan, Editor Irish Medical Times
Stephen Pollard, Director Health Policy Programme, Centre for the New Europe
Jeremy Laurance, Health Editor, The Independent
Focus on HCAI stakeholders
• Clear Government policies for increasing patient and public involvement in place
• DH has set up the HCAI stakeholder forum with twice-yearly meetings+ Your ad hoc interactions with DH+ DH has asked for some input from some of you + You’ve been active in a range of your own initiatives
• DH is aware of positive impact of working together with advocacy groups (eg cancer)
Asked me to support you in developing the relationship• There is real potential for achieving better outcomes
by working to deliver shared objectives with the DH, the NHS, patients and the public.
THE VALUE OF EXPERIENCE AND HOW TO USE IT TO REACH
YOUR OBJECTIVES
What motivates us?
How to employ your experience to the best effect.
MASTERCLASS
Campaigning tools and using them with greater precision to achieve what you plan to achieve.
Look at the range of decision makers – who could you reach out to?
What are the different methods and techniques that you can use?
What makes an effective patient group?
What makes an effective patient advocate?
How to ensure that people listen?
DVT campaign
Patient group launch. Etablish‘Lifeblood’ in Westminster,
Scotland and Wales
KOL Parliamentary & Policy briefings:
“VTE deaths in UK”
Think Tank Seminar:“Preventable deaths”
MP & Peer Seminar:“VTE deaths”
HSC Inquiry
Support patient groups incarrying the message
Mobilise researchers and KOLs
Communicate to Parliamentarians but also officials
CMO responds to recommendations. Implementation Group established.
12 recommendations from HSC resulted in favourable NHS environment for increased use of thromboprophylaxis
Government established expert working group on DVT in hospitalised patients. Group submitted report with recommendations on best practice to Chief Med Officer.
Maintain pressure to
ensure implementation
of new guidance
Arm Parliamentarians with the facts, ideas and do the leg-work
Advocacy-led project over 15 months
DVT campaign
“The consultation
is a great initiative
which helps my work
tremendously”
“The grassroots information
helps me raise diabetes issues in Government”
Diabetes Czar
Health Minister
Implementing NSF for Diabetes
Grassroots feedback via managed blog
Report presentedTo Minister with media
Events in libraries& hospitals
Launched at Treasury
Beating Bowel CancerMobilizing email to 50 “Patient Voices”
International Myeloma Foundation Website ‘How To’ and response mobilizationMailed 600 haematology nurses
Lymphoma AssociationWebsite ‘How To’ and response mobilization Patient activist for media & political activities
Macmillan Cancer ReliefWebsite ‘How To’ and response mobilization
OvacomeMobilizing email to 1,300 membersMother & daughter patient activists
Leukaemia CAREWebsite ‘How To’ and response mobilization
Bowel Cancer UK Website ‘How To’ and response mobilization CancerBACUPLed joint consultation responseThe Patients AssociationMedia personality with cancer open to media
19
Each patient group made a robust direct response to NICE
Patient group responses to negative NICE
Cancer Campaigning Group: Call to Action
Routes to generate your data & mobilize supporters
• Telephone hotline audit• Vox pops• Zoomerang questionnaires• Web-based voting around a Service Pledge• On-line surveys (managed blogs) • Publication reviews• Learning at the NHS desk/ in the lab• Trials• Patient groups eg diabetes, kidney disease,
DVT, cancer
Range of delivery vehicles
• You, and your memberships supported by templates• Telephone, emails and e-virus chains• Websites – your own and related interest groups• Newsletters, pamphlets and magazine articles• Letter to the Editor / Letter to the Minister• Local user groups (LINks)• Response to public consultations• Ask for input to DH/local NHS working teams• Journalists and health editors• Seminars & Radio Days with experts
Range of delivery vehicles
• Letters, briefings and meetings with Ministerial, DH, MPs and councillors
• Constituency Days of Action/ MP clinic visits• Parliamentary tactics via MP APPGs and peers: PQ/WQ,
debates, EDMs, MP visits in House of Commons, stakeholder inquiry event (World Health Day, 7th April)
• Parliamentary elections: MEP election issue/ party health manifestos/ prospective candidates
• Co-signed declarations as a political tool (launch events with media coverage)
• Mass lobby of Parliament
Co-signed declarations and calls for action, examples
• Warsaw Declaration• Breakthrough Service Pledge• European Patients Forum• Europacolon• Lung Cancer Plan• Cancer Campaigning Group
Resources• Professional Panel of experts, includes
– Prof Martin Buxton/Julia Fox-Rusby (HE & Social Sciences)– Prof Nick Bosanquet (Health Policy)– Prof Ray Powles (Oncologist)– Dr Martin Duerden (Consultant Public Health)– Mr Michael Sobanja (Chair NHS Confederation)– Ros Meek (CEO ARMA)– Jane Jones (Consultant in medical education)– Isobel Davies (Consultant in HR)
• Introductions to other charities – Cancer, Kidney disease, Diabetes, DVT etc
• ‘How to’ for your members to be effective advocates• Learning at the NHS desk/ in the lab• Platforms for the HCAI stakeholder groups are in
development
What makes an effective advocate?
• Clear aims, simple messages and what you are calling for– Impact and need for change– Personal face on the issue
• A well-argued case supported by facts– Anecdotal feedback– Statistics/ questionnaire/survey – How the proposal has worked well elsewhere
– A message that is and sounds helpful – in line with DH objectives– Politically relevant– Takes into account all relevant issues – Comes across appropriately– One that helps people to do their job
• Being strategic – Picking short-term wins but being ready to play the long game– Integration of political, clinical, scientific and public elements
• Being fleet of foot, alert to opportunities with clear talking points – ‘Elevator speech’ for a quick briefing of official, MP or journalist
• Mobilising people who have the power to make the changes – and those who influence them
• Active/influential supporters – diverse experts, related interest groups and public
• An appropriate range of delivery vehicles• Being mindful of ones personal and professional reputation as a
campaigner
What makes an effective advocate?
• Effective communication
– ‘Open’ questions, cool-calm-collected– Listening skills
• Assertiveness not aggression• Negotiation
– If there is complete disagreement over an issue try to find a ‘middle ground’ that you can all agree on
– If there is no middle ground, a reasonable, realistic compromise
What makes an effective advocate?
Promoting patient-centred healthcare around the world
ADVOCACY: LESSONS LEARNED
1. Get Their Attention; It’s the Sizzle That Sells2. Make Them Care; Engage Them Emotionally3. An Effective Demonstration Needs Numbers; Make It
Politically Worthwhile to Solve the Issue4. Engage Influential Insiders to Support Issue; Better Yet,
Get a Seat at the Table5. Row Together; Find Common Ground; Watch Out for
“Divide and Conquer”; Keep Everyone Informed and Engaged
6. Let Others (Without Vested Interest) Speak For You; Make Solving the Issue the “Right Thing” to Do
7. Small is Good; Don’t Forget: David Won8. When You Get to the Top, Don’t Forget to Send the
Elevator Back Down
Characteristics of an influential campaigning group
Challenges facing the Health Advocacy CommunityThe views of policymakers & media, Health Equality Europe, 2006
Mel Read former MEP. Challenges facing the Health Advocacy CommunityThe views of policymakers & media, Health Equality Europe, 2006
Characteristics of an influential campaigning group
PLANNING YOUR MESSAGES & TACTICAL PLAN
Where does local practice need to change?
Where does national policy need to change?
Beginning to think through which parts of your agenda “fit” best where and therefore how to communicate so that people listen and act.
What are you campaigning objectives and who are you trying to reach and why, what are you going to do and when; who will take this forward?
Strategic Planning
• Simply put, strategic planning determines where an organization is going over the next year or more, how it's going to get there and how it'll know if it got there or not
• Goals-based planning is probably the most common and starts with focus on the organization's mission, goals to work toward the mission, strategies to achieve the goals, and action planning (who will do what and by when).
Benefits of Strategic Planning
Strategic planning serves a variety of purposes, including:
1. Clearly define the purpose of the organization and to establish realistic goals
2. Communicate those goals and objectives to the organization’s constituents.
3. Develop a sense of ownership of the plan.
4. Ensure the most effective use is made of the organization’s resources by focusing the resources on the key priorities.
5. Provide a base from which progress can be measured and establish a mechanism for informed change when needed.
6. Bring together of everyone’s best and most reasoned efforts
7. Provides clearer focus of organization, producing more efficiency and effectiveness
Mission Statement
NAME OF GROUP:
Key Objectives
1.J2.’lk3. G4.
FGHJHMGGGGGGG
Key Achievements To Date
1.F2.D3.D4.G
NAME OF GROUP:
FGHJHMGGGGGGG
What Else We Would Like to Achieve eg Change What ?
1.F2.D3.D4.G
FGHJHMGGGGGGG
NAME OF GROUP:
FGHJHMGGGGGGG
FGHJHMGGGGGGG
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
MAJOR DECISION MAKERS RELEVANT TO US
Decision Maker What Can This Decision Maker
Do To Help Us Achieve Our Objectives?
OUR ACTIVITIES WITH EACH MAJOR DECISION MAKER
Decision Maker Tactical Activities To Help Us
Achieve Our Goals
OBJECTIVE:
2009
Q1
2009
Q2
2009
Q3
2009
Q4
2010
Q1
2010
Q2
2010
Q3
1
OUR ENGAGEMENT PLAN TIMELINE
2
3
4
FGJ Y FGXJSYKDUK
New Support or Skills We Need To Deliver Our Plan
1.F2.D3.D4.G5.D6.D7.D8.D9.F10.B11.F12.F
NAME OF GROUP:
FGHJHMGGGGGGSDGG
FGHJHMGGGGGGG
DFHFVVHJNB
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