August 2017

Communication Strategy

Specialist Healthcare Commissioning

2

Document control

Key Information:

Title:

SMVN Communication Strategy

Date Published/Issued:

Date Effective From:

Version/Issue Number: 0.3

Document Type: Word

Document status: Draft

Author: Dr Fiona MacKenzie

Owner: Dr Martin Connor

Approver: SMVN Steering Group

Approved by and Date:

Contact: Dr Fiona MacKenzie

File Location: NSD K Drive

Revision History:

Version

Date: Summary of Changes:

Name:

Changes Marked:

V0.2

20/07/2017

V0.3 11/04/2018

Approvals: This document requires the following signed approvals.

Name

Title/Division: Date of Issue:

Version:

Dr Martin Connor on behalf of SMVN Steering Group

Distribution: This document has been distributed to:

Name

Title/Division: Date of Issue:

Version:

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Contents

1. Purpose of Document ............................................................................................................... 4

1.1 Introduction............................................................................................................................ 4

1.2 Communication Strategy Governance ................................................................................... 4

1.3 Communication Objectives .................................................................................................... 5

1.4 Communication Deliverables ................................................................................................. 5

1.5 Key Messages ....................................................................................................................... 6

2. Stakeholders ............................................................................................................................. 7

3. Communication Channels ........................................................................................................ 8

4. Key Areas .................................................................................................................................. 9

5. Action Plan .............................................................................................................................. 10

Appendix 1: Communication Scoping ....................................................................................... 11

Appendix 2: Stakeholder Map ............................................................................................. 12

Appendix 3: Communication Action Plan ................................................................................. 13

Appendix 4: Communication Channel Breakdown ................................................................... 15

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1. Purpose of Document

1.1 Introduction

The Scottish Microbiology and Virology Network (SMVN) was established in 2012. Microbiology

and Virology are very different to the other diagnostic networks; the SMVN is on constant standby

to react to new and emerging pathogens as well as new and emerging antimicrobial resistance

mechanisms. Both pose significant Public Health risks. Microbiology and Virology are under

constant pressure to turn results around in shorter time periods to inform clinical management,

including antibiotic therapy and infection prevention and control management.

The role of the SMVN includes the development of national guidelines, standardisation of testing

and reporting (where appropriate) organisation of educational meetings and the collection and

analysis of information to drive service improvement. This is only achievable with the input of a

wide range of experts across multiple organisations. A Communication and Engagement Strategy

is therefore required to facilitate effective and efficient communication with all interested parties

and stakeholders across Scotland.

1.2 Communication Strategy Governance

This Communication Strategy is designed to support the work of the SMVN. This Strategy will be

managed by the Network Manager, governed by the Lead Clinician and ratified through the

Network Steering Group.

SMVN Manager – Dr Fiona MacKenzie

• Manage the delivery of the Communications Strategy.

• Develop communication material as per the Communication Plan.

• Provide communication support and advice where necessary.

• Evaluate the Communication Plan on an annual basis.

• Provide updates on Communication Plan progress to the SMVN Steering Group.

SMVN Lead Clinician – Dr Martin Connor

• Final approval on all communication materials.

• Take forward specific actions assigned via the Communication Plan.

Steering Group

• Consultation on the Communication Strategy and Plan.

• Final approval of the Communication Plan.

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1.3 Communication Objectives

• Ensure that Clinicians, Clinical Scientists, Biomedical Scientists and support staff working

within Microbiology and Virology services in Scotland are kept informed about the Network, and

are engaged in making progress against the SMVN Work Plan.

• Inform and educate wider services about the work of the SMVN.

• Promote consistency in the delivery of effective diagnostic services across Scotland.

• Engage with industry to understand where innovative healthcare solutions can improve patient

care, efficiency and sustainability in NHS Scotland

• Provide updates to other stakeholders, including NSD and the Scottish Government.

The Communication Scoping Overview is available in Appendix 1.

1.4 Communication Deliverables

• An informative and regularly updated publically available SMVN website with a separate

password protected members’ area.

• Quarterly newsletter.

• E-mail distributions to lists which are regularly maintained and updated.

• Stakeholder surveys to identify priorities for the SMVN.

• Use of NMDN twitter account to cascade SMVN messages to the wider diagnostic community

via the Programme Support Officer.

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1.5 Key Messages

The Scottish Microbiology and Virology Network (SMVN) aims to ensure equitable provision of high

quality, clinically effective Microbiology and Virology services across Scotland.

This will be achieved by:

• Developing a collaborative Scotland-wide approach to service redesign and

improvement.

• Working closely with services to support a broad range of continuous

improvement work.

• Engaging with NHS Boards around best practice and redesign.

• Delivering a communication pathway to better inform national programmes and

objectives.

• Regularly monitoring changes in best practice knowledge.

SMVN aims to

influence the provision

of high quality, clinically

effective and standardised

care, within the realms of

Clinical Microbiology and

Virology, across NHS

Scotland.

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2. Stakeholders

A full Stakeholder Map is available in Appendix 2. Key stakeholders include:

Internal (to the SMVN)

• Steering Group Members

• Working Group Members

• Microbiology and Virology professionals throughout Scotland.

• Network Staff

• National Network Management Service

• National Procurement

Other Professionals

• Consultants and GPs who use Microbiology & Virology services

• NHS Health Board representatives

• Health Protection Scotland

• HAI Policy Unit

• Scottish Antimicrobial Prescribing Group

• Infection Prevention and Control colleagues

• Relevant (Managed) Clinical Networks

• Industry colleagues

• Public Health Consultants

• NHS National Specialist and Screening Services Division (NSD)

• Scottish Government colleagues

• CMO

• Regional/Local Planners

• NHS Directors of Planning

A Stakeholder Map is available in Appendix 2.

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3. Communication Channels

The SMVN will use a number of communication channels to engage with those involved in the

Network and interested parties. These will include:

• SMVN Website

• Electronic mailing lists

• Newsletters

• Posters (at events and when relevant)

• Engagement Events

• Social Media

• Stakeholder Surveys

• Working with other Microbiology and Virology groups as and when appropriate,

through their websites and mailing lists

A Communication Channel Breakdown is available in Appendix 3.

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4. Key Areas

4.1 Equality & Diversity

The SMVN aims to reduce inequality by ensuring effective and equitable access to services across

Scotland.

4.2 Evaluation

Evaluation of the effectiveness of communications will be done via a variety of methods, including:

• Evaluation Surveys e.g. feedback of events from Network members .

• Direct communication with Network members.

• Steering Group ratif ication and review.

• Website statistics – these will be collated and assessed by the Programme

Support Officer and Network Manager bi-annually. This will be shared with the

SMVN Lead Clinician and Manager to form part of the next annual review.

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5. Action Plan

5.1 Developing the Communication Action Plan

Specific actions on communication will be included in the SMVN Annual Work Plan, which is

included in the service level agreement and is available from the SMVN Network Manager.

The Communication Action Plan is available in Appendix 3

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Appendix 1: Communication Scoping

Overview of SMVN and communication objectives, deliverables, key messages and scope

Strategic Aims

Objectives

Deliverables

For the SMVN to be visible and integrated into the Microbiology and Virology Community and its stakeholders.

The SMVN website will be an up to date effective resource for the SMVN Steering Group, Working Groups, the Microbiology and Virology community and its stakeholders via both its public site and members’ site.

SMVN will aim to increase the

number of users on the website from

baseline numbers.

SMVN will use Twitter to engage with the Microbiology and Virology community.

SMVN will aim to increase its twitter followers from baseline numbers.

SMVN will improve the knowledge and skills of the Microbiology and Virology community where knowledge gaps have been identified.

SMVN will engage with the Microbiology and Virology community through facilitating an annual educational meeting and by advertising / promoting other appropriate educational meetings.

SMVN will improve its engagement with the Microbiology and Virology community and its stakeholders.

SMVN will issue six-monthly newsletters.

SMVN will use electronic mailing lists to engage with the Scottish Microbiology and Virology community.

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Appendix 2: Stakeholder Map

A map listing all of the current Stakeholder groups and their current / desired position, with regards

to communication goals

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Appendix 3: Communication Action Plan The Communication Action Plan linking stakeholders to key messages, channels, timescales and

responsibility for delivery

Stakeholder Key message Channel When Responsible

Lead Clinician

Progress on SMVN work and key documents

Email, telephone conversation, face to face meetings, weekly telephone conference with Network Manager

Ongoing

Network Manager

Network Manager

Progress on SMVN work and key documents

Email, telephone conversation, face to face meetings, website

Ongoing according to

working groups

deadlines

Network Programme Support Officer

Network Manager

Improve the website / increase access to the website, and audit hits for the 2016 mid-year report and the 2017 annual report

Website, E mail, newsletters

Ongoing

Network Manager and Programme Support Officer

Network Programme Support Officer

Progress on SMVN work and key documents

Email, telephone conversation, face to face meetings

As demand

requires

Network Manager

Steering Group

Agreeing the work of the Network Monitoring the progress of the Network

Email, telephone conversation, face to face meetings, website, newsletters

Quarterly

Network Manager and Lead Clinician

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Working Groups

Implementing Network changes and communicating these to the Steering Group

Email, telephone conversation, face to face meetings

As

frequently as they meet

Network Manager and Lead Clinician

NSD

General awareness of the Network progress

Email, telephone conversation, face to face meetings, mid-year and annual report,

As demand

requires

Network Manager

Other NHS Staff

General awareness

Email, newsletters, posters, telephone conversation, face to face meetings

Ongoing

Network Manager, Lead Clinician, Steering Group Members/Working Group Members

Industry

General awareness

Email, newsletters, posters, telephone conversation, face to face meetings, the website

As demand

requires and ongoing

Network Manager, Lead Clinician, Steering Group Members and Working Group Members

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Appendix 4: Communication Channel Breakdown

Type of communication & purpose

Roles & Responsibilities

Frequency

SMVN Steering Group Agenda, papers & minutes Communicate key decisions and actions arising from the SMVN Steering Group meetings

Network Manager and Support Team:

Develop and issue to SMVN Steering Group members

Publish minutes on the website Network Steering Group members:

Communicate decisions / actions arising from the SMVN Steering Group with the constituents they represent – e.g.: local Health Boards

Quarterly

Network Update on the work of the subgroups /reviews To provide SMVN Stakeholders with an update on the work of the working groups of the SMVN

Network Manager and Support Team:

Develop and issue to SMVN stakeholders

Publish on the website Chairs of the SMVN work streams

Contribute to the development of the Update Paper

Network Stakeholders To cascade to relevant parties

Dependant on the frequency of the sub group meetings/ reviews

Network Newsletter Communicate key decisions and actions arising from the SMVN Steering Group meetings as well as other work going on within the Network and related field.

Network Manager and Support Team:

Develop and issue to Network stakeholders

Publish on the website Network Stakeholders:

Cascade to relevant parties Provide appropriate contacts to the

Network Support Team for database

Six-monthly

Website Provide a repository for Network documents, information on each of the work streams, and key network activities

Network Support Team

Update information as required

As required

Emails Circulate information

Network Manager and Support Team:

Develop and issue to key SMVN

As required

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Type of communication & purpose

Roles & Responsibilities

Frequency

within the Network to seek input and feedback on work stream / network documents

contacts and others as required

Group members: Communicate decisions and actions

to the SMVN network. Collate feedback from the network to

feed into the work streams