Transcript Upforit’, A Social Marketing project to halt the year on

Redesigning Weight Management Services in
Kirklees
Engaging Health Practitioners
Shona Auty
Health Improvement Practitioner Specialist
www.healthyweight4kirklees.nhs.uk
Redesigning Weight Management Services in
Kirklees
Four Stages;
1. Social Marketing Insight
– To understand the barriers and motivations to weight loss from the
target group & health practitioners
2. Clinical Obesity Audit
– To review current practice for identification, assessment and
signposting of obese patients into services
3. Patient Centred Workforce Planning
– Expert reference group to shape the redesign of services
– Using insight as the starting point and findings from audit
– Test proposals with target group
4. Tender and procurement of single point access weight
management service
Model of Care for overweight and obese adults living
in Kirklees
Tier 3
Specialist
Obesity Service
Tier 2
Primary Care Based MDT:
Gateway to specialist obesity
services. Refer to tier 1 and 3 as
appropriate
Tier 1
Community Weight Management Programmes:
12 week weight management groups aiming to lose
5%-10% of body weight.
Universal Services
Health Practitioners’ Insight
“Inadequate
pathways/communication
between primary &
secondary care”
“Need for a partnership
approach/network”
“Happy to raise the
issue but struggle
with how to
motivate to change
behaviour”
–“Need to know where to look –
internet is generally first point of
call in addition to Nursing journals
and newsletters”
Behaviour Goals
• Practitioners are able to identify and refer
appropriate patients to the weight
management service
• Committed to and confident in the new
service
• Comprehensive referral process and obesity
care pathway
• Access and contribute to the Kirklees Healthy
Weight Network
Exchange
Proposed benefits;
• Free service
• Single point access
• Free up practitioner time
• Evidence based weight
management programmes
• Kirklees Healthy Weight
Network
• Improvements in patient
health
Costs to the health practitioner;
• Dedicate time to identify,
assess and refer patients
• Accurate completion of referral
forms
• Time to attend and contribute
to training/consultation events
• Sign up to Kirklees Healthy
Weight network
Competition
•
•
•
•
•
Positive
Healthyweight4kirklees
website and network
available 24/7
Single point access for all
NHS Kirklees commissioned
weight management
services
Regular patient reviews and
ongoing support
Nominated obesity leads in
each surgery
Links to universal services
Negative
• Lack of time to refer patients
• Not measuring BMI
• Commercial weight
management services
• Other health priorities
• Lack of recognition of role in
weight management
• Personal opinions of health
practitioners
• Unaware of other services
Marketing Mix
Product
• Kirklees Adult Weight
Management Service
• Kirklees Healthy Weight
Network
• Fit for purpose equipment
Place
• Local community venues in
target localities
Price
• Free service
• Locally enhanced service for
GP referrals
Promotion
•
•
•
•
•
•
Information pack developed
Link to existing networks
Launch event
Kirklees Healthy Weight
Network
Bi annual newsletter
Council & PCT websites
Lessons Learnt
• Obesity not seen as a priority by some health
practitioners
• Less resistance / More acceptance of service when
health practitioners engaged at start to shape service
• Incentives may be necessary
• Keep revisiting the insight and pre testing with the
target audience
• Don’t expect it to happen overnight
‘Upforit’, A Social Marketing project to halt
the year on year rise in obesity of students
attending Further & Higher education
establishments within Kirklees, aged 16-24,
with a BMI of 25+
One of 10 National Demonstration
Sites supported by the National
Social Marketing Centre
Setting SMARTER behavioural
goals
Initial strategic behavioural goals:
•
Engaging students to become more physical
active
•
Reducing alcohol intake
•
Educating of calorie intake of food
•
Developing cooking skills
Following consultation refined to:
•
Students will increase their levels of physical
activity by attending dance classes and
joining dodgeball societies.
•
Students will learn how to cook from scratch
and make healthy food choices by holding
dinner parties.
•
Students will increase their knowledge of
healthier lifestyle issues as a result of
attending health MOT sessions offered
within the college setting.
•
Students will increase their awareness of
calorific content of alcohol in relation to food
and takeaways.
•
•
•
•
•
•
•
•
SMART goals
Specific, Measurable, Achievable, Realistic,
Timed
SMARTER goals
Use insight from engagement to re-visit
behavioural goals
Example 1:
Students attended cooking demos, insight
told us they wanted to prepare and cook
food like ‘mum’ used to. This was not what
original insight told us. Had we not re-visited
insight the potential was there to dis-engage
the audience.
Example 2;
Students told us to ‘leave alcohol alone’.
‘Did you know’ leaflet gave calorific value of
alcohol in relation to food. Evaluated well
due to approach adopted.
Challenges of working with our stakeholders
Challenges
•
Large stakeholder group
•
Conflicting agendas
•
Varied roles within own organisation
•
Understanding organisational structures
•
Supporting stakeholders
•
Academic focus of institutions but would
like to improve wellbeing of students
•
Lack of time to support interventions
•
Understanding of brand identity
Getting it right
•
Support stakeholders to share own
knowledge and value their experiences
•
Project and social marketing not one size fits
all approach
•
Not exclusive group, identified those that
can make things happen-open to others
•
Time taken to visit institutions to see how
they work
•
Stakeholders solutions group to develop
interventions, ensures involvement
•
Shared insight
•
Create partnerships between organisations
to support each other
•
Brand identity guidance developed
How we faced the challenges of working with
students
Challenges
•
Engaging with the audience
•
Perceived lack of time
•
Lack of structure to their lifestyle
•
Tight budget-perceived high cost of
healthy foods
•
Lack of knowledge around food
preparation
•
Not interested in brand NHS
•
‘Did not see posters/flyers’ for
interventions
•
Short academic year
•
•
•
•
•
•
•
•
•
What we did
Recruited student ambassadors and
block reps
Interventions targeted to become part
of their social
Used insight to tailor interventions
that would not add further chaos
Interventions would be cheap
Basic cooking skills courses
Developed brand identity ‘Upforit’
Text messages, ‘Upforit’ web site,
Facebook page, plasma screens,
online communication agency
Used behaviour change models to
determine when in academic year
students were most likely to change
Pearls of wisdom
•
•
•
•
•
•
•
Little or no research was available
with this target group.
Define your behavioural goals at the
onset of the project and keep revisiting.
It is important to win the hearts and
minds of the internal team and to have
the capacity to develop a sustainable
approach.
It is vital to have full stakeholder
engagement and buy-in.
Give stakeholders the opportunity to
help shape and develop the
interventions.
Keep revisiting the insight with
stakeholders and the target audience
to help refine the interventions.
Be realistic about what can be
achieved with the resources available.
•
•
•
•
•
Select the target group that is
contemplating change.
Don’t underestimate the strength of
internal competition and social norms.
Many students adopt unhealthy
behaviours because they are seen as a
stereotypical student lifestyle and a
right of passage.
Communicating with this target
audience can be complex and difficult.
They are sophisticated and there is
intense competition.
Social media is a very powerful tool
when targeting this audience.
Always pre-test ideas, don’t assume
you have got it right.
Recognition and Awards
• One of ten National Demonstration Sites supported by the
NSMC
• Published case study on the NSMC’s website
• Available from:
• http://www.nsmcentre.org.uk
• Showcased as an example of best practice, Yorkshire
Regional Social Marketing Collaborative
• Yorkshire and Humber Healthy University Network Awards
2008,Runner-up, Partnership Category
• NHS Communicating Health Awards 2009, Finalist, Best
Social Marketing Awards