NHS Midlands and East - Social Marketing Scoping Research

The Project

One of NHS Midlands and East’s five stated ambitions is “Eliminating avoidable grade 2, 3 and 4 pressure ulcers by December 2012”.  To achieve this ambition, NHS Midlands and East planned to launch a social marketing campaign to encourage a shift in awareness of, and action to preventing avoidable pressure ulcers.  To do this, initial scoping research was required with frontline staff so that the campaign and any interventions are correctly targeted and achieve the desired outcome.

Research Methods

A combination of qualitative and quantitative methodologies was employed to meet the objectives of the research in order to provide sufficient breadth and depth of understanding.  Enventure research designed a suitable questionnaire for the online and postal survey and liaised with a range of NHS organisations to ensure as many staff completed it as possible.  Four focus groups were held as well as six in-depth interviews, which allowed views and perceptions to be explored further and investigate what communications channels and tone should be used in the campaign.  An additional two focus groups were held to test the animation, key messages and tone to ensure they were fit for purpose.      

Results

Over 1,500 took part in the online and postal survey giving a clear indication as to what the perceptions, knowledge and barriers were in the area of pressure ulcer prevention, from the view of frontline staff.  Staff clearly said that the campaign should be hard hitting and use approaches that are not usually used in similar campaigns such as posters, so they stand out.  There was a real passion amongst staff to prevention of pressure ulcers, but there was a need to bridge the knowledge and experience gap, which could be achieved by showing real images of pressure ulcers.  It was also evident that there was also the need to target patients and carers so they also knew what to look for and what to do in the prevention of pressure ulcers. 

Benefits to Client

The research provided clear recommendations on how the communication campaign should be developed and delivered.  The campaign has been launched with its own website and animation on YouTube.  Click here to visit this website.  The campaign will be evaluated by Enventure Research in autumn 2012.

 

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