A mammographer-led on-line information service for breast screening clients: exploring the professional’s perspective

References 1. DoH (2012) The Power of Information: putting all of us in control of the health and care information we need [available at] https://www.gov.uk/government/publications/giving-people-control-of-the-health-and-care-information-they-need 2. Ofcom (2015) Adults’ Media Use and Attitudes Report [available at] http://stakeholders.ofcom.org.uk/market-data-research/other/research-publications/adults/media-lit-10years/ 3. Grajales III FJ, Sheps S, Ho K, Novak-Lauscher H, Eysenbach G. (2014) Social Media: A Review and Tutorial of Applications in Medicine and Health Care. J Med Internet Res;16(2):e13 DOI: 10.2196/jmir.2912

C.Hilla, L. Robinsonb, M.Griffithsb, C.Mercerb, B.Scraggc, S. Shaikha, G. Shiresa, J Stein Hodginsd, J. Taylore, C.Ureb, J.Wrayb

Further details contact l.robinson@salford.ac.uk

Background • Social Media (SoMe) is any on-line space that permits users to

interact and share information. Examples include: Facebook, Twitter and Pinterest as well as more traditional website user forums

• NHS communication strategy1 advocates using SoMe to improve communication between patients and health professionals

• Ofcom data2 show SoMe usage is increasing in females 35-64 years: up to 80% of 35-44 year-olds having a SoMe profile making it the ideal client group to engage through SoMe

• Research3 suggests health professionals may be apprehensive about using SoMe to talk to patients

Funding acknowledgement: The WoMMeN team would like to thank the College of Radiographers Industrial Partnership Scheme (CoRIPS) for funding the project

Discussion Most attendees believed SoMe offers exciting opportunities to engage differently with breast screening clients, however: • At least 20 barriers were generated from each workshop • Barriers fell into two broad themes: (1) WORKING WITHIN BOUNDARIES and (2) SUPPORT FROM TRUSTS • The top 4 barriers from all combined workshops are detailed in fig 3

Recommendations • A wide range of solutions were generated by participants. The most frequently suggested were:

o Need for some Trusts to develop enabling SoMe communication policies and on-line communication skills training o Support and guidance from professional body regarding SoMe use and medico-legal issues o A robust evaluation of the benefits of SoMe is needed to justify its use in the breast screening context

Outcomes The workshops were evaluated as highly successful and enjoyable by participants. As a result, some participants have developed their own on-line spaces to communicate with women following the workshops. The team have been approached directly to repeat the workshops as staff development events. The team also recommends the workshops are disseminated to a wider radiography audience.

Research Questions 1. What are the barriers for radiographers using SoMe to engage with the

public?

2. What actions are required to overcome these barriers?

Method • Four practitioner workshops were held in London, Nottingham,

Manchester and Leeds

• Participants comprised 85 volunteers recruited via invitation to NHS BSP screening centres across England (figs 1 and 2)

• A Nominal Group Technique (NGT) was used to capture and rank concerns

• NGT combines group construction of themes, followed by individual participant ranking of these themes into order of importance. This approach helps to determine the strength of feeling about each theme

• The top 4 concerns were reflected back for practitioners to identify solutions

Fig 2. Position/role of participants Fig 1. Distribution of participants

Fig 3. Four Top-ranked Barriers 1) Making sure information is correctly

presented and factually correct

2) When would we do it? Would there be time to do it in work?

3) Accountability and responsibility of individuals posting on the site - also legal and professional implications

4) Support from Trusts and discrepancies between the SoMe policies of different Trusts

Outcomes from Workshops

(a) The Nightingale Centre; (b) The University of Salford; (c) East Lancs Breast Screening Service; (d) Bolton Breast Unit; (e) Patient Representative

0 2 4 6 8 10 12 14

National Programme Manager Breast Screening

Specialist Adviser (CQC)

Training Manager

Education Manager

Practice Educator Radiography

Associate Professor / Pg Programme Director

Deputy Superintendent Radiology Manager

Breast Screening Programme Manager

Breast Unit Manager

Principal Radiographer

Superintendent Radiographer

Deputy Superintendent Radiographer

QA Radiographer

Senior Radiographer

Specialist Radiographer

Advanced Practitioner

Mammographer/Radiographer

Assistant Practitioner

Health Promotion Specialist

Health Promotion Officer

Breast Imaging Lecturer

Team Leader

Admin Team Leader

Office Manager

Operations Manager

Online Communications Administrator

Coverage of Work Role

KINGSTON LEEDS NOTTINGHAM SALFORD