Tomroper libteachmeet 20 march

#btnlibtm, 20 March 2012

Marketing an outreach service in West Sussex the rolling English

drunkard wayTom Roper, Primary Care

Librarian, West Sussex Knowledge & Libraries


The rolling English road

Before the Roman came to Rye or out to Severn strode,

The rolling English drunkard made the rolling English road.

A reeling road, a rolling road, that rambles round the shire,

And after him the parson ran, the sexton and the squire;

A merry road, a mazy road, and such as we did tread

The night we went to Birmingham by way of Beachy Head.

G. K. Chesterton





Marketing planning

Grieves, Kay

How do you like your eggs?

Update, March 2012: 42-43

http://www.cilip.org.uk/publications/update-magazine/update-digital/Pages/digital.aspx

[CILIP membership required]




Outreach: The first informationists?

Lamb, G, Jefferson, A, White, CAnd now, ‘clinical librarians’ on rounds. Hartford

Hospital Bulletin 30(2), 77-86Recently reviewed, systematically:• Van Kessel, Karla. • Gertrude Lamb’s Pioneering Concept of the

Clinical Medical Librarian. Evidence Based Library and Information Practice 2012 7(1 ): 125-128

http://ejournals.library.ualberta.ca/index.php/EBLIP/article/view/11766


Marketing in less than five minutes

• A definition

• Alignment

• Segmenting

• Value propositions

• Choosing the channels


Marketing

‘A dialogue over time with specific groups of customers whose needs you understand in depth and for whom you develop an offer with a differential advantage over the offer of competitors’

McDonald, M

Marketing plans 5th ed

Butterworth Heinemann, 2002


Alignment

• Coastal West Sussex Federation:– 488,000 people– 58 GP practices

• Sussex Community NHS Trust– 3254 staff (WTE)


Alignment: Coastal West Sussex Federation

• To reduce emergency admissions back to 2008/09 levels

• To reduce elective referrals• To improve productivity of prescribing and

effectiveness• To improve community services for patients• To work with partners to provide improved

capacity for re-ablement services for patientsNHS West Sussex 2011/12 Operating Plan


Alignment: Sussex Community NHS Trust

Develop flexible and innovative care based on patient-centred design.

Improve patient experience and raise the quality of care.

Sustain and improve our financial strength. Become a thriving Foundation Trust

supported by excellent staff and public engagement.

Strategic objectives 2011-16


Market segments

• GPs– GP principals– Sessional GPs

(salaried GPs, locums)– GPs in training– Practice managers– Practice nurses– AHPs

• Community– Nurses– OTs– Physios– Podiatrists– Health visitors– School nurses


And the rest…

• Senior managers• Executive Directors• Board members• Public health• Commissioners• Commisioning Suppport Services (CSSs)• Deanery functionaries: regional and local• Patients• RCGP/LMC/LRMG etc


Value propositions

• The Primary Care Librarian saves you:– Time– Money– Lives

• He helps you• Reduce risk• Get on


Roper’s hierarchy of channels

• Allies– Eg Clinical Facilitators

• Face-to-face:– Appointments– Study days– Opportunist or serendipitous contacts

• Electronic:– Social media: @WSKPrimaryCare

http://primarycareknowledge.wordpress.com/– http://www.netvibes.com/westsussexprimarycare– Websites– E-mail

http://twitter.com/WSKPrimaryCare

http://primarycareknowledge.wordpress.com/

http://www.netvibes.com/westsussexprimarycare

http://www.netvibes.com/westsussexprimarycare



Roper’s hierarchy of channels

• Dead-tree– Letters– Leaflets– Posters– Other paraphernalia

Health & Medicine

Tomroper libteachmeet 20 march