CCGs - Choose Well

There is no doubting NHS Nottingham City CCG is on a roll recently with a national award under its belt and now in the running for two more UK wide honours. Named as Clinical Commissioning Team of the Year back in May they, along with some other NHS pioneers, are leading the way in the countdown to April.

Structuring their marketing strategy and individual targeted campaigns it seems their first goal is to tackle the city’s increasing number of unnecessary A&E admissions. With a planned campaign to inform patients to choose better when it comes to seeking medical advice it hopes to encourage those suffering minor injuries and illnesses to use some of the more appropriate and convenient services available.Raising awareness of local walk-in-centres, GP surgeries and pharmacies that can help treat minor cuts, stomach pains and painful coughs the campaign aims to cut-down A&E waiting times and save vital NHS funds.

eskimosoup has delivered more than 50 campaigns and projects for the NHS including some of the highest performing “choose well” communication campaigns.

Working with NHS Wakefield and NHS Nottinghamshire County PCTs our team designed and directed promotions tailored to each locality and target groups in that area. Strategies included using a street team to offer advice, direct mailing, advertising and using interactive games. Both projects were successful with a 67% campaign recall amongst our core target audience.

Another recent achievement to tackle this problem is our highly successful Your GP will see you now Wakefield CCG campaign. Raising awareness of local GP surgeries along with opening times and the services they can provide has directly helped to cut down unnecessary A&E admissions. Leaflets, posters and predominant use of social media gave patients advice on what minor ailments can be treated by GPs including minor burns and vomiting.

With treatment in A&E costing much more than providing the same care elsewhere and unnecessary admissions using up valuable resources our BIG ideas team are continually thinking up new and innovative ways to help eradicate the problem for UK wide CCGs.

So, as people are encouraged to choose well when it comes to the types of health services they use, so too are CCGs when it comes to deciding what campaign best targets their patients.