HESTA Super Fund APHA Member Forum Sponsor 2010 APHA Member Forum - - PowerPoint PPT Presentation

HESTA Super Fund ‐ APHA Member Forum Sponsor

2010 APHA Member Forum Agenda g

 Welcome

HESTA P t ti

 HESTA Presentation  Health Reform and APHA Strategy  ‘Valuing Private Hospitals’ Campaign  Questions and Feedback  Close

APHA Key Focus Areas Health Reform Proposals p

APHA Key Focus Areas 2010 APHA Key Focus Areas 2010

 Health Financing

S f t & Q lit

 Safety & Quality  Workforce  Communications

Health Financing Health Financing

 Continuation of government support for PHI

D l li lt ti t b t

 Develop policy alternatives to rebate  Identify & redress features of PHI & fund practices

th t d l d i t d l h it l that erode value and impact adversely on hospitals (payment terms, benefit restrictions, compliance burden etc) burden etc)

 Monitor implementation of modernised awards and

participate in any further processes participate in any further processes

Safety & Quality Safety & Quality

 APHA Indicators Collection (extend pilot to all

members) members)

 Development of National S&Q standards

I fl ti l i (ACSQHC PHSC AHMAC DOHA

 Influential voice (ACSQHC, PHSC, AHMAC, DOHA,

AIHW, ACHS) A i t b t d t ACSQHC i iti ti

 Assist members to adopt ACSQHC initiatives

Workforce Workforce

 Promote role & capacity of private hospitals in

education and training education and training

 Access Commonwealth & State funding

I l t i kf t t (HWA St t

 Involvement in workforce structures (HWA, State

committees) If d l lt ti d l f i t

 If necessary, develop alternative models for private

hospital workforce training and education

Communications Communications

 National Campaign

F d l l ti

 Federal election  Private Nurses Association?  Member Communications

Member Communications Member Communications

 Improved member communications

W kl ‘Vit l Si ’

 Weekly ‘Vital Signs’  Members Bulletins  Members Area on the Website  Magazine – Need submissions from members

 Widely read/Great publicity for hospitals  Forthcoming themes: Safety & Quality (June), Private

g y y ( ) Hospitals Innovation (August), Critical Care (October), Personal Stories (December)

Health Reform Proposals Health Reform Proposals

 Commonwealth to fund

60% f “ ffi i t i ” f bli h it l

 60% of “efficient price” of public hospitals  60% of research, training & capital

% f &

 100% of outpatient & primary care

National Standards National Standards

 Apply to Public and Private Hospitals (with public

reporting) reporting)

 Access to hospital care (E.D. & surgery waiting

times) times)

 Access to GP and local health services

S f t & Q lit

 Safety & Quality  Financial Performance

Local Health Networks Local Health Networks

 State statutory authorities

1 t 4 h it l i h t k

 1 to 4 hospitals in each network  Governing Council (health, finance, management)

d CEO and CEO

 Paid directly for services provided  Collaborate with primary care, aged care & private

hospitals

Implications for Private Hospitals Implications for Private Hospitals

 National Standards

Wh t t d d ill l ?

 What standards will apply?  To whom do we report (Cth, state, LHN)?

?

 Replace existing standards?

Implications for Private Hospitals Implications for Private Hospitals

If a patient cannot get surgery at their local hospital within the required timeframe; within the required timeframe; “ th th L l H it l N t k ill fi d th t “…then the Local Hospital Network will find that person a bed at another hospital within the Network - or with a private hospital if one can't easily be found ” a private hospital if one can t easily be found.

Kevin Rudd, 3 March 2010 Kevin Rudd, 3 March 2010

But – this is not mentioned anywhere in the policy But – this is not mentioned anywhere in the policy document!

Implications for Private Hospitals Implications for Private Hospitals

Depends on: Wh t t t ill b t?

 What access targets will be set?  What incentives or penalties for meeting or missing

t t ? targets?

 How much autonomy will LHNs have?

No detailed answers have been provided to these questions.

National Awareness Campaign National Awareness Campaign

Research and Insights Current State of Play Critical Issues The Campaign Brief

Research Research

 APHA commissioned research at the end of last year

B h ki it ttit d

 Benchmarking survey: community attitudes

towards private hospitals S i l M di h A t li t lki b t

 Social Media: how Australians are talking about

public and private hospitals in social media T diti l di dit

 Traditional media audit

Insights – Benchmarking Survey Insights Benchmarking Survey

 Australians are concerned about the state of our

health system.

 Support for the public system slightly outweighs

pp p y g y g support for the private system

 Waiting is the primary concern of people seeking

g p y p p g medical treatment

 Patients and families already see ‘value’

y

 Nurses are a trusted and influential voice  Storytelling has impact  Storytelling has impact

Insights – Social media Insights Social media

 Pregnant women are the most vocal and passionate

• n the topic
• n the topic

 The cost of private health care is what drives most of

the discussion online the discussion online

 Other topics include: private health insurance,

maternity services and choice maternity services and choice.

 Very few advocates for the value of private hospitals  Digital strategy is core to outreach

Insights – media audit Insights media audit

 Assessment of mainstream media shows that

reporting is largely neutral reporting is largely neutral

 Third party commentators across a spectrum of

government industry bodies professional bodies government, industry bodies, professional bodies and individuals are neutral and slightly more positive towards private hospitals towards private hospitals.

 Government recognises potential value of private

hospitals to the reform agenda hospitals to the reform agenda

 Convert ‘neutral’ to positive position in the media

Media audit Media audit

9

Third Party Commentators

6 7 8 4 5 6 1 2 3 icola Roxon Michael Roff rew Pescoe rtin Laverty ine Bennett el Armitage

• hn Deeble

as Cormann k Xenophon eter Dutton hen Robson Kevin Rudd Della Bosca m Woodruff dan Murphy Chris Rex lm Turnbull k Fitzgibbon aul Mackay

• rton, AMA

Bruce Levy de la Hunty ncis Sullivan Ni M And Ma Christi Michae Jo Mathia Nick Pe Steph John Dr Tim Brend Malco Mark P Brian Mo David d Fran Positive Neutral Negative

State of Play State of Play

 Health reform Election…Q3…risk and opportunity

P d ti it C i i t d t d

 Productivity Commission report…good outcome and

fodder for campaign G t t ll ti f th

 Government comments…generally supportive of the

role of private hospitals H lth I R b t l i d it d

 Health Insurance Rebate…polarised community and

the key players – temporarily off the agenda

Critical Issues Critical Issues

 Timing of the election – generate support early

APHA b h it l ti i ti iti l

 APHA member hospital participation critical  Cut through messages and clear call to action  Advocates and stories  Right message, right time, right channel

The Brief The Brief

 Design and implement a national campaign that will:

B ild f th l d b fit f i t

 Build awareness of the value and benefits of private

hospitals;

 Garner and mobilise community support for Private  Garner and mobilise community support for Private

Hospitals; and

 Position the APHA and members to contribute  Position the APHA and members to contribute

positively to the debate about reform of Australia’s health system. y

Strategy Target Audiences Core Messages Creative

Strategy Strategy

 Four waves of activity

 Preparation and early outreach  Preparation and early outreach  Launch  Sustained activity

Sustained activity

 Evaluation

Advocates are needed: Inform > Engage > Persuade g g (issue) (solution) (promoter) Result = Awareness > Advocate

Target Audiences Target Audiences

In an impactful way, the government is the ultimate audience however to reach and impact upon audience, however to reach and impact upon government we need to positively influence our target audiences: target audiences:

 Primary  Secondary  Secondary

Target Audiences Cont… Target Audiences Cont…

 Primary

P ti t f il b /

 Patients, family members/carers  Nurses, hospital staff

S d

 Secondary

 Broader community  Government

Core Messages Core Messages

Patients and families: P i t h it l it l t f A t li ’

 Private hospitals are a vital part of Australia’s

hospital system N thi i t d f f il ’ h lth i t

 Nothing is too good for your family’s health – private

hospitals take care of you and your family W d l t i it th thi k

 We do a lot more in your community than you think  Don’t take your health system for granted  You are one of our greatest advocates

Core Messages Cont… Core Messages Cont…

Nurses/Health Professionals P i t H it l l iti l l i li i th

 Private Hospitals play a critical role in relieving the

public hospital pressure – there would be an increase in waiting lists without us increase in waiting lists without us

 A healthy robust sustainable health system needs

both public and private hospitals both public and private hospitals

 You are one of our greatest advocates – you

represent who we are and the peace of mind we represent who we are and the peace of mind we provide to the Australian community

Core Messages Cont… Core Messages Cont…

General Community: A h lth b t t i bl h lth t d

 A healthy robust sustainable health system needs

both public and private hospitals W d l t th thi k th t t

 We do a lot more than you think – the stereotypes

are not correct W t ib t d i b k t iti

 We contribute and give back to our communities  We improve the quality of life within your community  Private hospitals are a vital part of Australia’s health

system

Poster treatment Poster treatment for patient areas

Front cover of Front cover of patient brochure

Inside copy of patient brochure

Tray liner artwork

Poster treatment Poster treatment for staff areas and also the front of the staff front of the staff brochure

Inside artwork for Inside artwork for staff brochure

Front and back Front and back

• f bookmark

Storyboard idea Storyboard idea for DVD

Website homepage

Possible poster Possible poster treatment for health fund

• ffices/ads
• ffices/ads

Possible poster p treatment for health fund

• ffices/ads

Possible poster p treatment if messages need to be ‘dialed up’ closer to the election

Banner for use at the APHA the APHA national congress

Signature Event Member Engagement g g In Hospital Media Strategy gy Digital Strategy

Private Hospitals Week – 26‐30 April Private Hospitals Week 26 30 April

 National Launch

D il th t b i diff t t i /f

 Daily themes to bring different stories/focus  Local level engagement  Media coverage  National Press Club address  Digital outreach

Private Hospitals Week Daily Themes Private Hospitals Week Daily Themes

 Monday – Private Hospitals: We Do So Much More

T d C l b ti P i t H it l St ff

 Tuesday – Celebrating Private Hospital Staff  Wednesday – It’s All About Our Patients  Thursday – Out in the Regions  Friday – World Class Research

Member Hospital Engagement Member Hospital Engagement

Campaign success depends on member participation participation St t i l Strategy involves:

 Information gathering  Leaders/Champions  Toolkit  Staff updates (throughout the campaign)  Recognition element

Recognition element

In Hospital In Hospital

 Pre-admission

P ti l t i l

 Promotional material  DVD  Discharge  Hospital survey

Media Strategy Media Strategy

 News media – print, radio and online (metro and

regional) regional)

 Feature – health writers

S ft f t i l i t t/lif t l

 Soft feature – special interest/lifestyle  Trade media  Other avenues:

 Industry newsletters e.g. individual hospitals, PHI,

APHA magazine

Digital Strategy Digital Strategy

 Website

F l i t f i

 Focal point for campaign  Draws together all digital influence strategy elements  Place for people and advocates to share stories  Contains facts and figures about private hospitals  ‘We do so much more’ element  Fresh and regularly updated

Fresh and regularly updated

 Search Engine Marketing  Links on other websites  Links on other websites

Digital Strategy cont… Digital Strategy cont…

 Influencer Outreach

E ith i fl ti l bl

 Engage with influential bloggers

 ‘Open Room’

 Invitation-only place for face-to-face and online Q&A

 Facebook

 Collect stories, fans  Updates on campaign

 Webinars  Testimonials

Evaluation Evaluation

 Established KPIs for campaign

A i t ff ti ffi i

 Appropriateness, effectiveness, efficiency  Campaign reach and influence

C i i l t ti d b d t

 Campaign implementation and budget

Evaluation cont… Evaluation cont…

Information sources: O li S

 Online Survey  APHA member survey  Media audit  Digital listening post  Web stats  Financial reports

Financial reports

 Campaign reports

How do you get involved? How do you get involved?

 Nominate a champion from your hospital

Ch i ill i

 Champions will receive:

 Toolkit to assist in campaign roll out  Posters  Leaflets  Bookmarks  Files for tray liners  Updates for each hospital

What can you do? – in hospitals What can you do? in hospitals

 Put up the campaign posters in waiting rooms and public

places

 Put the pamphlets in waiting rooms and in patient

compendiums

 Give the bookmarks to patients

p

 Print the campaign tray liners for use during Private Hospitals

Week and throughout the year

 Get active in Private Hospitals Week

Get active in Private Hospitals Week

 Use the campaign website as your Internet landing page  Put a link from your website to the campaign website

I l d i f ti i t ff l tt b ll ti

 Include information in your staff newsletter or bulletin  Take photos of your hospitals’ events and send them to our

website

 Contact the APHA for more information

What Can You Do? – Private Hospitals Week What Can You Do? Private Hospitals Week

 Get involved!

R O D f th C it

 Run an Open Day for the Community  Invite your local MP to visit your facility  Create a media opportunity – launch a new

program/highlight some great research

 Have a Staff Appreciation Day  Have a Patient Appreciation Day  Any other local way to get involved – the Sky’s the

Limit!

What can you do? ‐ personally What can you do? personally

 Go to the website to read more about the campaign

Sh ‘I l i t h it l b ’

 Share your ‘I value private hospitals because…’

story and encourage your colleagues, friends and family to do the same family to do the same

 Become an advocate

Si t th i l tt

 Sign onto the campaign newsletter  Become a fan on Facebook, share your story,

pictures, and clips, and see what others are saying

Together, our voices can make a difference and we can show Australia how vital we are to the health can show Australia how vital we are to the health system. Australia’s Private Hospitals – We do so much more.