Title: Martin Brown, Fishburn Hedges
1Electronic Prescription Service Release 2
Communications Briefing for PCTs
- Martin Brown, Fishburn Hedges
- Leeds, 24 September 2007
2- Research results
- Communication strategy
- Graphics
- Role of the PCTs
- Questions and discussion
3Research results
4Lessons from Release 1
- Most healthcare professionals thought they
received enough or nearly enough information
through one means or another - They expect information to be provided to them at
the time they need it they will rarely go to
look for it (on a website for example) - Healthcare professionals expect their PCTs and
system suppliers (and their companies in the case
of pharmacy chains) to be the main sources of
information - There is broad optimism about Release 2 people
can see the potential long term benefits
5Patient behaviour (now)
- Two thirds of people collect prescribed medicines
for themselves half of these frequently (at
least every three months), including a third at
least one a month - Prescription form collection services are
available to two thirds of patients who have
repeat prescriptions - 74 of all patients tend to always use the same
pharmacy and a further 13 tend to use one
pharmacy more than others - The reasons for choosing a pharmacy were
closeness to home or to the GP rarely
closeness to work or shopping
6Attitudes to Release 2 (the public)
- As we would expect, awareness of EPS is currently
low - Once told briefly how it will work, it is well
received 66 say that it would save them time - For those indicating they are likely to nominate,
general convenience (53) is seen as the
biggest benefit - Reducing the need to visit the GPs surgery is
also important (said 28) - Those who say they are unlikely to nominate say
its down to not trusting electronic systemsor
needing flexibility when collecting medicines
7Patient behaviour (likely change)
- Once they receive a brief explanation of how it
will work, 57 of people say that they are likely
to use nomination (including 27 very likely) - 61 of those people who are likely to nominate
and currently use one particular pharmacy more
than others are likely to stay with their
existing pharmacy - But 36 say they are likely to change pharmacy
(in three-quarters of cases to one nearer to
home)
8Communication strategy
9Communications objectives
- Support the smooth implementation of Release 2 in
GP surgeries, pharmacies and other dispenser
locations - Ensure that EPS Release 2 business process
changes are explained - Ensure that the specific requirements related to
nomination are understood
10Communications objectives (continued)
- Explain the changes to patients and minimise any
concerns they have - Ensure that patients have the information
required to make an informed choice on nomination - Explain the benefits of nomination while being
mindful that it wont suit all patients - Ensure ongoing engagement with key stakeholders
11Key messages for prescribers
- There will be scope to reduce workload for the
practice both the GP and the front desk - The EPS will support an increased use of repeat
dispensing - It will make it easier to amend or cancel
prescriptions - It will make it easier to manage long term
conditions
12Key messages for dispensers
- There will be changes in business processes
which have been developed in consultation with a
pharmacy/DAC user group - There will be scope to reduce and better plan
workload - The EPS will help pharmacists to develop their
role as a healthcare professional - There is an appetite for the EPS amongst patients
once they know about it - With nomination, there will be an impact on
patients choice of pharmacy
13Key messages about nomination for dispensers and
prescribers
- Nomination is optional and will be more suitable
for some patients than others - Nomination(s) can be changed or cancelled at any
time - A patients request to nominate must be recorded
and acted upon in a timely manner - No inducements can be offered to nominate
- The EPS and nomination must be explained to a
patient before he/she can nominate - Standard Operating Procedures for nomination
must be established
14Key messages for patients
- The EPS is a natural evolution from the
less-efficient paper based system - Benefits will depend upon individual
circumstances nomination is more suitable for
some than others - Nomination is flexible and convenient
- Electronic prescriptions are as reliable, secure
and confidential as their paper equivalents - You will always be able to get your medication
15Key messages for patients
- But
- Once the key features of the EPS are explained to
them, patients identify the benefits most
relevant to themselves describing which benefits
they should expect is too prescriptive and could
make them switch off
16Reaching prescribers and dispensers
- Introductory leaflet for healthcare professionals
- Formal guidance and training materials
- System supplier and prescriber chain training
materials and other information - PCT/LPC events, newsletters and other contact
- CFH website
- Trade / professional media
- Professional bodies
17Reaching patients
- Introductory leaflet for patients (in a range of
formats and languages) - Posters and signs for display in surgeries,
pharmacies etc - We anticipate that dispensing contractors will
take the lead on actively explaining nomination
(they have the commercial incentive) - Patients will also receive information from their
GPs surgery
18Reaching patients (continued)
- Some national media but prolonged roll-out
makes this difficult - Local media generated by PCTs and the prescribers
and dispensers going live - Intermediary organisations particularly
charities - CFH website
19Overview
2008
2007
2009
20Graphics
21(No Transcript)
22(No Transcript)
23Purpose of graphic device
- Provides a visual link across materials, to help
all audiences to recognise information sources
relating to the EPS - Distinguishes Release 2 materials from Release 1
materials - Gives organisations, particularly dispensing
contractors, access to a graphic device that will
be recognised nationally (although there will
need to be some controls to ensure that it is not
used to endorse inaccurate or inappropriate
material) - Helps patients to know where the EPS is available
24Role of the PCTs
25PCT communication
- To prescribers and dispensers
- what they need to know
- what and how they should communicate with
patients - To patients
- via prescribers and dispensers
- via the local media
- via local patients groups
26Communication toolkit for PCTs
- Samples of the leaflets, posters etc available
from NHS CFH - Template presentations including on business
processes - Key messages, facts and figures, QAs
- Media handling guidance / template releases
- Case studies and quotes from initial implementers
- Photography illustrating Release 2
- High resolution EPS graphic device and
guidelines on its use
27Questions and discussion