John Crothers - Pathology Awareness Australia - Know pathology, know healthcare – Demonstrating...
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The Objective
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Pathology gives doctors the answers they need to treat you
Australian pathology is world class
The Reality
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Most of healthcare relies on pathology Prevention, diagnosis, treatment, management
50m episodes in last 12 months
12m people in the last 12 months
Invisible to most patients & requestors
The Reality
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Australian pathology is undervalued
70% of clinical diagnosis
80% of medical records
100% of cancer diagnosis
- 3% healthcare budget spend
The Reality
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Source: EW Consulting Pty Ltd
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6
0
1
2
3
4
5
Price
Qualit
y of L
ife
Clinic
al Outc
ome
Career A
ttractiv
eness
Public P
erceptio
n
Gov't
Perceptio
n
Pharma Nursing Pathology Specialist GPHigh
Low
Rela
tive V
alu
e O
fferi
ng
Total HC Spend: $115b or 9% GDP
Pathology Spend: $3.5b
Competitive Factors
The Problem - 2010
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Buyer Experience Cycle (Public)
Go to GP
or Specialist
Test Request,
& Collection
Bill or
Medicare
Bulk Bill
Wait for
Result and
Inter-
pretation
Revisit GP
or Phone
Consult
Health
Management
Educate
on Disease
State
Cost Time & Stress
Stress Needle stick
Recover
+/-
Revisit
process
Time & Stress
Cost,
Convenience
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ERRC Grid
Eliminate
Competition amongst
stakeholders when it relates to
promoting the Pathology Industry
Reduce
Overall Healthcare spend by
better preventative medicine
based on early diagnosis.
Raise
Gov’t & Public Awareness of
Importance of Pathology
Reimbursement as a % of HC
spend
Attractiveness of Industry to
workforce
Education on Result Interpretation
Create
Awareness of the “TUBE” journey
@ collection points – Establish
Value – PR campaign
development
HEOR facts and data on key
pathology assays to assist in
demonstrating VALUE to
government.
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Health Economic Outcome Research
There is a clear lack of global data that provides legitimate detail on the impact that Pathology has on healthcare expenditure.
Requirement for formalised studies that consider a number of pathology tests and the direct or indirect impact that these assays have on clinical outcome and/or quality of life.
Develop a standardised protocol that provides details on requirements for legitimate studies, timelines, costs and expected outcomes.
Use the outcomes to present facts and data to government and other Healthcare stakeholders to demonstrate value and benefits of investing in the Pathology Industry
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TO-BE Healthcare Industry
High
Low
Re
lati
ve O
fferi
ng
Level
Total HC Spend: $90b or 9% GDP
Pathology Spend: $3.1b
0
1
2
3
4
5
Price
Qualit
y of L
ife
Clin
ical
Outc
ome
Car
eer A
ttrac
tivenes
s
Public P
erceptio
n
Gov't
Perceptio
n
Pharma Nursing Pathology Specialist GP
Competitive Factors
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10 May 2012 Individual promotional activities in the past have not worked Given our insignificance we need the POWER OF ONE We needed to demonstrate the value of pathology to patients, HCP’s & Government We need the support of those that VALUE us – Referrers and HCOs.
Towards the solution
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PAA logo here
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Who Is Involved
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Campaign proposition
Simple
Meaningful True
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Showcasing profession
• [INSERT IMAGE ‘PATHOLOGY IS THE ENGINE ROOM OF AUSTRALIAN HEALTHCARE’]
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[INSERT IMAGE ‘70% OF TREATMENT DECISIONS ARE INFLUENCED BY PATHOLOGY’S INVESTIGATIONS’]
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Building the campaign profile.
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www.knowpathology.com.au
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Pathology Consumers
Health Consumer Organisations
Referrers
Pathology staff
Funders – Government & Hospital Executive
Media
Audience groups
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Healthcare consumers
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Healthcare Consumer Organisations
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“Pathology is very important for people with diabetes…to access how
adequate their treatment and pick up early indications of complications.” Michelle Norman, Diabetes Educator, Australian Diabetes Council
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“We could not look after our patients without good pathology”
Prof Peter Colman, Endocrinologist
Referrers
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Pathology Staff
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‘I’m proud of what I do. I work with a lot of like-minded people. We
all like science and we like helping people.’
Tom, Medical Scientist
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"Being a Pathology Collector gives me direct contact with
patients and I can see how important my job is - its
wonderful"
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Government and Hospital Executives
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Media
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Ambassadors
19 Ambassadors covering
all states and territories
Diverse clinical backgrounds
(Anatomical Pathology,
Genetics, Microbiology…)
Represent private and
public groups, Pathologists,
executives and research
½ day formal media training
undertaken in May 2014
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Year 1 • Build campaign and consolidate. • Roll out campaign brand across pathology sector. • PR activity to start media discussion. • Enable partnerships with stakeholders.
Year 2 • Reach out to consumer, HCP’s & Government.
Year 3 • Concerted communications drive to all target audiences.
Timeline
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Traffic to campaign website / sign ups
Media coverage
Social media reach
HCO support
Referrer support
Political engagement
Performance metrics
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Completed actions • Have committed to LONDON AGENCY as the
PR agency.
• Incorporated Pathology Awareness Australia.
• Finalised Brand
• Launched Website
• Completed internal awareness – AACB, AIMS, ASC & Pathology Update conferences
– Roadshows to lab organisations across Australia
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Launch Event
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Launch event Australian Parliament House
Time Item
8:00AM - 1:00PM
HbA1c Testing
2:30 - 3:30 PM
Cathy Freeman laboratory visit
5:30 – 7:30PM Drinks reception Senate Alcove
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HbA1c Testing Event - Floor Plan
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COMMITTED TO JOIN PFG
Joel Fitzgibbon ALP
Carol Brown ALP
Amanda Rishworth ALP
Catryna Bilyk ALP
Andrew Griffin ALP
Claire Moore ALP
Melissa Parke ALP
Julie Owens ALP
Steven Jones ALP
Mike Danby ALP
Karen Andrews LIB
Ken Wyatt LIB
Dan Tehan LIB
Bert van Manen LIB
Michael Mccormack Nationals
Shayne Neumann ALP
John Alexander LIB
Political Engagement
PROSPECTS Jane Prentice LIB Andrew Laming LIB Mal Bough LIB Phillip Ruddock LIB Denis Jensen LIB Andrew Robb LIB
Call to action: visit a lab in your electorate.
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Collection Centre Roll Out
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Collection Centre roll out
Many patients value pathology Simple Fast Respects privacy of patients
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Collection Centre roll out
20% conversion rate
Time to pitch to patients < 20 seconds
Pitch immediately after blood draw
Phone coaching provided to collectors in advance
- group coaching of 3 team members < 15 mins
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Group A Group B
Healthscope SA Healthscope NSW
Healthscope QLD Healthscope VIC
Dorevitch Pathology Clinipath
Laverty Pathology Hobart Pathology / Southern
QML Pathology Melbourne Pathology
Western Diagnostic Pathology ACT Health
Capital Pathology Alfred Pathology (VIC)
Clinpath Eastern Health (VIC)
Douglass Hanly Moir Pathology Pathology NSW - Pathology North, South & Central
Sullivan Nicolaides Pathology Pathology SA
Austin Pathology PathWest
Melbourne Health Peter Maccallum (VIC)
Northern Territory Health Royal Children's Hospital (VIC)
Pathology NSW - Pathology West Royal Women's Hospital (VIC)
SydPath QLD Health
St John of God - VIC & WA Tasmanian Health - Royal Hobart and Launceston
St Vincent's Pathology - VIC Sydney Adventist
Mater Health
Collection Centre roll out
Group A
went live
2nd June
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Facilitators & Collection Managers identify the best 5-10 ACCs for
initial rollout
• Manageable traffic
• Engaged staff
Print collateral quantities: room traffic unidentified
Collection Centre roll out
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Collection Centre roll out
Facilitators receive enough bulk resources (posters, postcards, training documents for collection staff) for 12 weeks Divided according to individual ACC requirements
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There is a campaign running to encourage
people to better understand the importance
of pathology.
For example, many people don’t realise
that 70% of all medical treatment decisions
rely on pathology results. Pathology gives
doctors the information they need to give
you the best treatment.
If you are interested, here is a postcard for
you to sign to show you believe pathology
is valuable.
The 20 second pitch
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• Collection Centre posters
For Patients (waiting rooms)
For Staff (tearooms)
Resources
• Postcards
• Postcard Holders
• Room supervisor booklet
• Collectors pamphlet
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Social Media
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10,084 website signatures
Reach: 34,000 in the last 7 days
Likes: 3,700
167 Followers
134 members
Reach
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Fast pathology results help protect Australians from disease pandemics such as swine flu - which is good news for you and good news for Piglet's friends.
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Newsletters
Emailed monthly
to database.
Content pillars:
• Patient story
• HCO story
• Innovation story
• Engine room
story
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Know Pathology Know
Healthcare
Campaign Status
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Public Awareness • 10,010 sign ups. Approx 3000 patient stories
• Facebook community of 3,700
• LTO collaboration – “What’s in it for me?”
Establish Expertise • 33 Health Consumer Group Organisations are supporters
• 19 Ambassadors
• LTO collaboration
Political Engagement • Parliamentary Friendship Group – 17 signed up. 6 further prospects.
• Launched at APH.
• LTO collaboration
KPKH Campaign Status 8th September 2014
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Goals to reach by March 2016
Activity Goal Audience Performance Metric
Sign ups 1 million sign ups Public, Medico, Govt
1m sign ups
Public awareness
a. Public KNOW and are interested in Pathology
b. Public will defend pathology c. Pathology is seen as a
rewarding career
Public a. Media reach, social media reach & engagement
b. response c. Perception survey. University
course admissions.
Establish expertise
1. KPKH is the “go to” source for public & medical staff for pathology information
2. Pathology is viewed as a medical profession
Public Medical
Media approaches HCO survey to members KPKH web traffic survey Medico survey
Political engagement
1. Politicians can recite KPKH elevator speech
2. Pathology is valued as an essential part of Healthcare
State & Federal Parliamentarians
Federal: Meetings, Participation in PFG, Lab visits State: Meetings Lab visits
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Summary
A cost effective and genuine way for government & relevant healthcare executives to KNOW the value of pathology and KNOW that it is valued
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Thank you
www.knowpathology.com.au