Using social marketing to improve emergency services

Understanding patients´ attitudes is the key to helping them access the right NHS service for their needs, says Michaela Firth

Why do people turn up at Accident & Emergency  (A&E) when they’ve not been in an accident or an emergency situation?  Do people understand what ‘an emergency´ is? What would make a mother take a child to A&E for something that could be promptly dealt with at a pharmacy or by advice given over the phone?

That was the question the NHS organisations in the South Central region of England wanted answering. We needed to better understand our patients, to gain insight into why and when people do what they do, and what they know about the NHS services available, so we could more effectively support them, helping them make the most appropriate decisions about their own health.

Social marketing techniques were employed to gain a rich insight into patient behaviours. A comprehensive social marketing programme was undertaken which provided us with evidence for some of the ‘anecdotes’ the NHS felt it knew, but more importantly gave the local NHS insight into how best to communicate, and how to ensure clinicians and staff could better support the public.

people who use services ´because they are there´

The behavioural types which were uncovered were fascinating.  They included  ‘convenience users’: people who use services ‘because they are there’, with little understanding of alternatives or the best place for them in a given situation. Others were ‘worried users’ who may have been better supported by advice and information from the local pharmacy or by calling NHS Direct  0845 4647 who provide information on local services, can give advice on handling symptoms at home and can guide people through the often complex NHS. But the real value of the research was to enable the local NHS to devise interventions to better inform and support the public it serves.

It is my ambition to instil the knowledge that consumer organisations have about their products into the culture of the NHS,  and to ensure all staff can share accurate and up-to-date information about the services available locally. We found that messages from health professionals are better received than those of ‘faceless’ managers. Quite simply, we need to make it easier for patients. It is our intention to ensure patients receive the care they need at the right place and the right time. However there is also a need for the public to consider how and when they access services. It is a partnership.

first know your options

So PLEASE: access A&E if you need it, but if you are not sure call NHS Direct, check the NHS Choices  website, call your GP, or your ‘out of hours’ service for advice and information. The intention is not to stop people accessing A&E, but to make sure appropriate alternatives are also available locally and are known to the public.

I hope that you and your family do not need to access an ‘accident & emergency’ department, but if you do, you should expect to receive prompt, efficient and safe services – and to know of the alternatives when you need them.

Michaela Firth is a Strategic Programme Lead for the PCTs, the NHS organisations which buy services for patients, in South Central.  Her role is to ensure patients´ views are fed into decisions of what is purchased on their behalf. 
 

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