Enventure Research was appointed by NHS Midlands and East to conduct initial a programme of research in preparation for the launch of a new social marketing campaign.
One of NHS Midlands and East’s five stated ambitions was to eliminate avoidable grade 2, 3 and 4 pressure ulcers by December 2012. It therefore planned to launch a social marketing campaign targeting frontline staff to encourage a shift in awareness of and taking actions to prevent avoidable pressure ulcers. To achieve this outcome, initial scoping research with frontline staff was required to ensure that the campaign and any interventions could be correctly targeted.
A combination of qualitative and quantitative methodologies was employed to meet the research objectives and 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 tones 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 and Benefits to the Client
In total, 1,563 NHS staff members took part in the online and postal survey, 81% of which completed the survey online. The results gave a clear indication as to what the perceptions, knowledge and barriers were in the area of pressure ulcer prevention, from the point of view of frontline staff. Staff clearly communicated that the campaign should be hard-hitting and use approaches that were not usually used in similar campaigns (such as posters) so that they stand out.
There was a real passion amongst staff for preventing 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 a need to target patients and carers so that they also knew what to look for and what to do to help prevent pressure ulcers.
The research provided clear recommendations on how the communications campaign should be developed and delivered. Following the research, the campaign launched with its own website and animation on YouTube.