Value Improvement Fund - Project Proposal

1. Project title: National delivery of ‘It’s OK to ask’ through multichannel messaging.

2. Project LeadTitle and Full Name Dr Anna LamontNHS Board NHS 24Address(including post code)

Caledonia House,140 Fifty Pitches Road, Glasgow, G51 4EB

Telephone Number 07920 547133E-mail Anna.lamont@nhs24.scot.nhs.uk

3. Funding Required

Year 1 (2019/ 2020) Year 2 (2020/ 2021)£10 K Research engagement with stakeholders£15K Creative production video and digital assets£15K Media purchase to support creative production

£15K Creative production video and digital assets£15K Media distribution and digital marketing£10K Evaluation survey and research with stakeholders

4. Project Description

This proposal for a national ‘OK to ask project’ aims to expand on the ambitions of the citizens Jury of informing and educating patients of their right to ask questions of their health professionals to create an accessible and effective digital first multichannel campaign:

Research & engagement with stakeholders including health professionals and patients to understand the messaging channels that work for each of them to ensure accessibility, equity and that the investment will deliver value for money.

Development of web based ‘OK to ask’ campaign making best use of NHS 24 digital assets and the access platform of NHS inform.

Exploration of interactive digital services to support patients to ask questions that will empower shared decision making.

Development of digital video media that supports the campaign that is optimised for social media and mobile media access.

Access to the campaign and assets to all general practices in Scotland through NHS 24’s Primary Care Digital Services platform that will provide web site services to all NHS practices. Through this platform, this project will delver on the ambitions of the citizens jury recommendation for all of NHS Scotland’s general practices that will use this.

Working with NHS 24’s Quality Improvement lead, evaluation will be designed from the outset to robustly assess value delivered and value through the success of public and partner utilisation. Duration 2 years

5. How will your project add value?

Through delivery of ‘OK to ask’ on NHS Inform, assets created through the project will be available to all primary and secondary care services. This will generate value through reduced variation, and technical value through efficiency of delivery of national assets over repeated local development.Population value will be created through equity of access to the eductation provided through the project, to all those accessing NHS resources online rather than only those that would see posters or leaflets by attending a GP clinic or out patient setting. More detail on the value created through a nationally available assets and campaign is set out in the supporting document.

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6. Drivers for Realistic Medicine

The OK to ask project exemplifies the principles of realistic medicine, promoting: Listening to understand patients’ problems and preferences; Empowering shared decision making between healthcare professionals and patients; Ensuring that patients have all the understandable information they need to make an informed

choice; Moving beyond ideas and culture of ‘Doctor knows best’ to deliver more equal partnership in

health and social care that values the individual views and values of people accessing services

7. How will you measure success?

Success will be measured through engagement with partners and the public use of the new national assets. Data measures will include Web and media analytics; Notional savings from development of Once for Scotland assets and the success of partner engagement. Specific personal, allocative and technical measures common to national campaigns delivered by NHS 24 are described in the supporting document.

8. National Applicability

The project would deliver a Once for Scotland service available to the public and all health services in Scotland.

9. Sustainability and Spread

Hosting of the campaign and information after the assets have been developed will be incorporated into NHS Inform governance and support processes. Information assets will be hosted and maintained within business as usual processes. Clinical governance will remain a responsibility of the Medical Directorate within NHS 24. With delivery of the ‘OK to ask’ campaign on the existing digitial platforms available to NHS 24, the digital hosting and ongoing availability of the campaign is assured.This project delivers at a national level by design, with spread dependent on uptake and signposting to the national assets by territorial boards. The project includes collaborative engagement with partners, including the territorial boards to ensure the national assets developed can be untilised with no or minimal adaptation by the boards.

10. Evaluation

Evaluation will be mixed methods, through quantitative data measures and qualitative interview and survey measures.Evaluation will include evaluation of:

Data: Quantitive measures of engagement and utilisation as described in the measures of success

Partner views: Evaluation of collaborative engagement, communication, development and utilisation through feedback and survey methods.

Technology: Evaluation of technological implementation, availability and data governance. Patient journey: Evaluation of how use of the ‘OK to ask’ questions and assets affects the

patient journey, from the perspective of the patient and the professionals. Project management: Evaluation through feedback or survey methods with partners and

project team.

11. Date submitted 2/8/19

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