16/09/2019 Promotion of the profession, and your practice Katie Griffiths (BSc. Ost. Med) Head of Communications Institute of Osteopathy 1 1 Is promotion important? 55% of osteopaths feel that raising awareness and promotion should be the #1 priority for the profession* * iO Census 2017 Promotion of the profession is everyone’s responsibility! 2 2 1
16/09/2019 What else have you said…? “Working with other healthcare professions throughout UK healthcare is essential, and is the only way that we will be able to promote osteopathy and ensure a sustainable future for the profession” iO Census 2017: 76% agree or strongly agreed 3 3 Where do we start? • What are your thoughts? This evening: • How the iO has approached engagement and promotion • What we have achieved • How can you approach promotion and engagement • What is available to support you • What next? 4 4 2
16/09/2019 Our vision for the profession Osteopathy, for the health of the nation #OsteopathyforHealth 5 What we need to deliver the vision Osteopathy, for the health of the Nation A growing, thriving profession, recognised and accessible by all 6 6 3
16/09/2019 How to start building recognition Answer the questions stakeholders want answered Is it safe? Does it work? Do patients have a positive experience? How much does it cost? GOsC patient survey 2015 7 7 Take what we know ... “An osteopathic degree takes a minimum “93.2% of patients felt that of four years and requires completion of their experience of osteopathy was very over 1000 hours of direct patient facing, good.” clinical contact prior to qualification” PROMs Data Collection August 2017 Institute of Osteopathy, 2017 “50.4% of patients who visited an “Osteopathy has an extremely safe osteopath had been experiencing Over 50% of patients reported an reputation and a major adverse event symptoms for 13 weeks or more, but improvement in their symptoms one occurrence is very rare, rarer than from 61.1% of people were seen within week after osteopathic treatment and taking medication.” three days of requesting an osteopathic 73% reported an improvement in their appointment.” Carnes D, Mars TS, Mullinger B, Froud R, Underwood M Study by symptoms at 6 weeks post-treatment. Barts and The London School of Medicine and Dentistry, University of London Warwick Medical School and the European School of Osteopathy, into ‘Adverse events in Manual Therapy’(2009) PROMs Data Collection August 2017 PROMs Data Collection August 2017 8 8 4
16/09/2019 Work in collaboration Genuine contribution to UK health • Lobby on behalf of profession • Public health campaigns 9 9 Work in collaboration Achievements and future opportunities • Allied Health Professional status • PHE AHP strategy board • First Contact Practitioners • NICE Fellowship 10 10 5
16/09/2019 Third-party advocates 11 11 How else to raise awareness? Osteopaths in the media – Proactive approaches – Osteopaths as spokespeople in health 12 12 6
16/09/2019 “Osteopathy for Health” Posters Online health advice Advice factsheets Social media 13 13 #DIDYOUKNOW International Osteopathic Healthcare Week 14 14 7
16/09/2019 … and the results 15 15 An approach for engagement/promotion Understand your audience’s priority Your expertise as The outcome of a professional your care Provide them a solution Talk health and outcomes Feel better, do Focus on who we are and what we achieve Level of training, more, live areas of NOT how we do it or methods we use healthier, patient expertise, AHP satisfaction 16 16 8
16/09/2019 Who to engage with? Healthcare Business and local The public groups •Other AHPs and GPs •Females – as gatekeepers of health •allied health •Healthy workforce profession •Active ‘olders’ •Reduce absenteeism •Level of training and •Professionals/workers •Increased productivity expertise •Those engaged with •Charities/community •Role in supporting health e.g sports groups public health advice •Maintaining health and screening provide advice Others?? 17 17 Focus on quality of osteopathic care iO’s Osteopathic Quality Account Draws together existing evidence • Patient experience • Clinical effectiveness • Safety of osteopathic practice • Available to membership Feb ’18 18 18 9
16/09/2019 Focus on the quality of service • High trust rates • Regulation and training • Patient charter – Quality and value of ‘customer’ service 19 19 What else is available to you… • Marketing materials – Words for your website – Posters and leaflets • Public health campaigns – Screening and awareness programmes • Audit tools (PROMs) • Patient Charter • Engaging with your community – Promotional presentations – Public speaking advice 20 20 10
16/09/2019 Project: Brand Osteopath 21 21 Project Brand Osteopath • Build a common narrative that we can all subscribe to – Value/Brand proposition • Built on insight from the public – What do you need to know to choose to visit an osteopath? • Inform iO promotion and provide marketing support for our members 22 22 11
16/09/2019 We’ll continue the conversation at Convention www.iOconvetion2019.com 23 23 Contacts for more information Resources for members visit General enquiries www.iOsteopathy/for-osteopaths Enquiries@iOsteopathy.org Including - Marketing leaflets Katie Griffiths (BSc. Ost. Med.) - Case studies/reports Head of Communications - Public Health campaigns; One Katie@iOsteopathy.org You, Osteoporosis, NASS - Patient Charter Patient Reported Outcome Measures - #OsteopathyforHealth (PROMs) Carol Fawkes at NCOR c.fawkes@qmul.ac.uk www.iOsteopathy.org 24 24 12
Recommend
More recommend
