HESTA Super Fund ‐ APHA Member Forum Sponsor
2010 APHA Member Forum Agenda g Welcome HESTA Presentation HESTA P t ti Health Reform and APHA Strategy ‘Valuing Private Hospitals’ Campaign Questions and Feedback Close
Health Reform Proposals APHA Key Focus Areas p
APHA Key Focus Areas 2010 APHA Key Focus Areas 2010 Health Financing Safety & Quality S f t & Q lit Workforce Communications
Health Financing Health Financing Continuation of government support for PHI Develop policy alternatives to rebate D l li lt ti t b t Identify & redress features of PHI & fund practices that erode value and impact adversely on hospitals th t d l d i t d l h it l (payment terms, benefit restrictions, compliance burden etc) burden etc) Monitor implementation of modernised awards and participate in any further processes participate in any further processes
Safety & Quality Safety & Quality APHA Indicators Collection (extend pilot to all members) members) Development of National S&Q standards Influential voice (ACSQHC, PHSC, AHMAC, DOHA, I fl ti l i (ACSQHC PHSC AHMAC DOHA AIHW, ACHS) Assist members to adopt ACSQHC initiatives A i t b t d t ACSQHC i iti ti
Workforce Workforce Promote role & capacity of private hospitals in education and training education and training Access Commonwealth & State funding Involvement in workforce structures (HWA, State I l t i kf t t (HWA St t committees) If necessary, develop alternative models for private If d l lt ti d l f i t hospital workforce training and education
Communications Communications National Campaign Federal election F d l l ti Private Nurses Association? Member Communications
Member Communications Member Communications Improved member communications Weekly ‘Vital Signs’ W kl ‘Vit l Si ’ Members Bulletins Members Area on the Website Magazine – Need submissions from members Widely read/Great publicity for hospitals Forthcoming themes: Safety & Quality (June), Private g y y ( ) Hospitals Innovation (August), Critical Care (October), Personal Stories (December)
Health Reform Proposals Health Reform Proposals Commonwealth to fund 60% of “efficient price” of public hospitals 60% f “ ffi i t i ” f bli h it l 60% of research, training & capital 100% of outpatient & primary care % f &
National Standards National Standards Apply to Public and Private Hospitals (with public reporting) reporting) Access to hospital care (E.D. & surgery waiting times) times) Access to GP and local health services Safety & Quality S f t & Q lit Financial Performance
Local Health Networks Local Health Networks State statutory authorities 1 to 4 hospitals in each network 1 t 4 h it l i h t k Governing Council (health, finance, management) and CEO d CEO Paid directly for services provided Collaborate with primary care, aged care & private hospitals
Implications for Private Hospitals Implications for Private Hospitals National Standards What standards will apply? Wh t t d d ill l ? To whom do we report (Cth, state, LHN)? Replace existing standards? ?
Implications for Private Hospitals Implications for Private Hospitals If a patient cannot get surgery at their local hospital within the required timeframe; within the required timeframe; “…then the Local Hospital Network will find that person “ th th L l H it l N t k ill fi d th t a bed at another hospital within the Network - or with a private hospital if one can't easily be found ” a private hospital if one can t easily be found. Kevin Rudd, 3 March 2010 Kevin Rudd, 3 March 2010 But – this is not mentioned anywhere in the policy But – this is not mentioned anywhere in the policy document!
Implications for Private Hospitals Implications for Private Hospitals Depends on: What access targets will be set? Wh t t t ill b t? What incentives or penalties for meeting or missing t targets? t ? How much autonomy will LHNs have? No detailed answers have been provided to these questions.
National Awareness Campaign National Awareness Campaign
Research and Insights Current State of Play Critical Issues The Campaign Brief
Research Research APHA commissioned research at the end of last year Benchmarking survey: community attitudes B h ki it ttit d towards private hospitals Social Media: how Australians are talking about S i l M di h A t li t lki b t public and private hospitals in social media Traditional media audit T diti l di dit
Insights – Benchmarking Survey Insights Benchmarking Survey Australians are concerned about the state of our health system. Support for the public system slightly outweighs pp p y g y g support for the private system Waiting is the primary concern of people seeking g p y p p g medical treatment Patients and families already see ‘value’ y Nurses are a trusted and influential voice Storytelling has impact Storytelling has impact
Insights – Social media Insights Social media Pregnant women are the most vocal and passionate on the topic on the topic The cost of private health care is what drives most of the discussion online the discussion online Other topics include: private health insurance, maternity services and choice maternity services and choice. Very few advocates for the value of private hospitals Digital strategy is core to outreach
Insights – media audit Insights media audit Assessment of mainstream media shows that reporting is largely neutral reporting is largely neutral Third party commentators across a spectrum of government industry bodies professional bodies government, industry bodies, professional bodies and individuals are neutral and slightly more positive towards private hospitals towards private hospitals. Government recognises potential value of private hospitals to the reform agenda hospitals to the reform agenda Convert ‘neutral’ to positive position in the media
Media audit Media audit 0 1 2 3 4 5 6 6 7 8 9 Ni icola Roxon Michael Roff M And rew Pescoe Ma rtin Laverty Christi ine Bennett Michae el Armitage Jo ohn Deeble Third Party Commentators Mathia as Cormann Nick k Xenophon Positive Pe eter Dutton Steph hen Robson Neutral Kevin Rudd John Della Bosca Negative Dr Tim m Woodruff Brend dan Murphy Chris Rex Malco lm Turnbull Mark k Fitzgibbon P aul Mackay Brian Mo orton, AMA Bruce Levy David d de la Hunty Fran ncis Sullivan
State of Play State of Play Health reform Election…Q3…risk and opportunity Productivity Commission report…good outcome and P d ti it C i i t d t d fodder for campaign Government comments…generally supportive of the G t t ll ti f th role of private hospitals Health Insurance Rebate…polarised community and H lth I R b t l i d it d the key players – temporarily off the agenda
Critical Issues Critical Issues Timing of the election – generate support early APHA member hospital participation critical APHA b h it l ti i ti iti l Cut through messages and clear call to action Advocates and stories Right message, right time, right channel
The Brief The Brief Design and implement a national campaign that will: Build awareness of the value and benefits of private B ild f th l d b fit f i t hospitals; Garner and mobilise community support for Private Garner and mobilise community support for Private Hospitals; and Position the APHA and members to contribute Position the APHA and members to contribute positively to the debate about reform of Australia’s health system. y
Target Audiences Core Messages Strategy Creative
Strategy Strategy Four waves of activity Preparation and early outreach Preparation and early outreach Launch Sustained activity Sustained activity Evaluation Advocates are needed: Inform > Engage > Persuade g g (issue) (solution) (promoter) Result = Awareness > Advocate
Target Audiences Target Audiences In an impactful way, the government is the ultimate audience however to reach and impact upon audience, however to reach and impact upon government we need to positively influence our target audiences: target audiences: Primary Secondary Secondary
Target Audiences Cont… Target Audiences Cont… Primary Patients, family members/carers P ti t f il b / Nurses, hospital staff Secondary S d Broader community Government
Core Messages Core Messages Patients and families: Private hospitals are a vital part of Australia’s P i t h it l it l t f A t li ’ hospital system Nothing is too good for your family’s health – private N thi i t d f f il ’ h lth i t hospitals take care of you and your family We do a lot more in your community than you think W d l t i it th thi k Don’t take your health system for granted You are one of our greatest advocates
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