Karl Milner director of communications and public relations for the NHS for Yorkshire/Humberside presented in an awesome style, he knew what he was talking about though he was unable to give me a direct answer to a question…he did a brilliant job of going around it and sounded more than confident with his act!
Anyway the idea was to learn as much as possible, firstly clearly knowing your presentation inside out is the key, sounds like an obvious point but how many people can say they know everything inside out when they have done a group presentation?????!!! Not me, I’m sure there are questions I wouldn’t be able to answer, I’m certain.
Karl Milners’ presentation ‘emotion dictates the story’, the title says it all…in a nutshell!! People give and receive emotion.
Reputation is everything, it’s so easy to make a mistake where the effects are damaging, for example a sign said ‘office closed, when office closed no information will be available’ this was damaging and signs have been removed.
The route of every story is … are you keeping your promise? i.e. the NHS has 3:
- Universal service obligation
- High quality healthcare
- Share the cost so it’s free when you need it
There are always 3 audiences
- Investors
- Staff
- Customers
When will they be listening? When should you say something? It’s what they hear not what you say perhaps how you say it.
When tactics are considered, we must consider .. are we undermining promises?
The Sarah Palin mess up is a prime example, she seemed like a great tactic, really useful but really she was a big mistake as she undermined the overall strategy.
The NHS has come far a long way with social marketing, the most important thing is insight and that you have a good systematic model with this you can improve.
The NHS is consumer focused, NHS think about how they can change behaviours i.e. drinkers, quite often people end up in A&E as result of drinking too much. NHS find out why people do things, all the data symbolises a big problem…the NHS has alot!!
The NHS want to know why something is happening, they want understanding, insight which in turn will lead to solving a problem.
Now a 56 year old man from Doncaster lives in an area where lung cancer is a problem perhaps due to heavy industrial area, many men of his age smoke in his area.
NHS know who you are, what to look for and how to treat you.
NHS wanted to know why men in Doncaster and surrounding areas wouldn’t go to the doctor’s.
The above leads onto demographics…
Lets take Prince Charles for example, male, born 1948, British, 2nd marriage, affluent, well known family.
Then we take someone like Ozzy Osbourne…similar stats but the NHS would take him in under a different service, his life style is different to Prince Charles.
People have symptoms i.e. diabetes but won’t say anything and suffer the consequences.
Understanding the Doncaster man….if you can’t change them then change yourself. So people don’t go to the doctors as they immediately assume if you’ve got lung cancer then your as good as dead or they don’t want to bother the doctors, this was the same for a Yorkshire farmer. It seems that men in the Yorkshire area consider their families to be the most important thing, family men.
So from information collected it is possible to see that GP’s need to change their attitudes, make the surgeory more welcoming, also target the family as its this that affects them. Money isn’t an incentive here, the family will be.
Talking of the money incentive, this can sometimes fail for example, in America they needed more blood supply so they offered money but the kind of people it attracted actually backfired on them as druggies and such like were coming forward, it was a perverse incentive. Another great example is a school in Israel, parents were late picking up their kids so the school started charging, instead of decreasing this issue the number of kids rose as it was cheaper perhaps than getting a child minder!!
NHS Messages, treatments!!
The coughing at bus stops campaign ended up gaining negative publicity, it grabbed the headlines in Doncaster and the news on Look North…apparently this was the intention…that way attention would be grabbed!!! I asked how he could be so sure that…’publicity stunt’ would work, he didn’t really answer my question to be honest and didn’t like it being called a publicity stunt but that’s what is sounded like to me, if the plan was to intentionally annoy people, cause up roar about spending money on this type of thing. It sounded like one campaign that went wrong, every cloud has a silver lining though, the NHS did grab attention, I don’t personally believe this was the plan, you would have to be a genius to come up with that, Karl reverted to the good model spoken about earlier, this didn’t answer my question though, how did his model link in with the coughing malarkey?!!!hmmmmmm
The conclusion was that these Yorkshire men don’t listen, so another way round this was to target the women, the daughters seeing as family meant so much fathers were more likely to listen to their family. So the NHS went to the bars and focused on influencing them with an expected knock on effect.
The outcome of the campaign was that there was a 60% increase in treatment in the early stages of the cancer. Result!!!
As PR people we should be proud of our profession, that campaign went onto save and pro long lives.
So if people won’t change their attitudes we must find other mechanisms to have an affect.
Overall though the presentation flew by, I enjoyed very mcuh, it was easily one of my favourites.
Twilight
11 01 2010Robert Pattinson…end of.
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