Developing marketing skills and applying business acumen to help meet regional challenges
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Author(s)
Hilary Andrews, Clare Gosling and Kate Pheasant
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| Presenter(s) |
Hilary Andrews Former Regional Development Manager (Stop Smoking), East of England |
Clare Gosling Local Marketing Manager, Pfizer Ltd |
Abstract In 2010 the NHS East of England were facing the following challenges:
• Achievement of the 4-week quit target and improvement in the quality of stop smoking services in the region
• A desire to improve the numbers of smokers from routine and manual occupations accessing services from a base line of 20%
• Reducing the number of service users who were recorded as lost to follow-up – up to 40% of those who set a quit date had been lost
from the system
• Maximising the potential for community Pharmacy to deliver stop smoking services – in 2009-10 18% of activity was delivered through
pharmacy
NHS East of England Regional Tobacco team have worked in partnership with Pfizer’s NHS Training Solutions and Local marketing team to develop a programme of support for the thirteen local services within in the region to help them face these challenges. The support programme was rolled out over a ten month period between May 2010 and March 2011.
The overall aim was to increase engagement and improve services for those individuals who work in routine and manual occupations. These workshops have enabled us to share expertise and provide opportunities to step back and assess what the service looks like from the user’s perspective. This has supported services to take an objective view and identify strategies to progress this ambition. This coming together with a common ambition has improved the ability and confidence of service providers to take a different approach that will meet the needs of the service user whilst ensuring that quality evidence based service delivery is maintained. The programme consisted of four interactive professionally facilitated workshops that encouraged the development and implementation of new ideas and sharing good practice and experience between services.
The result has been a wide range of local initiatives ranging from communication campaigns to mobile units to work place programmes. Some of these initiatives have been implemented in partnership with Pfizer, and others have been run independently. The workshops provided the stimulus and motivation to develop local initiatives and supported the skills necessary to implement them.
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Source of funding: The workshops were supported by Pfizer Ltd
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Declaration of interest: Clare Gosling and Kate Pheasant work for Pfizer Ltd.
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