Promotion of the profession, and your practice Katie Griffiths - - PDF document

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Promotion of the profession, and your practice

Katie Griffiths (BSc. Ost. Med) Head of Communications Institute of Osteopathy

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Is promotion important?

55% of osteopaths feel that raising awareness and promotion should be the #1 priority for the profession*

* iO Census 2017

Promotion of the profession is everyone’s responsibility!

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What else have you said…?

“Working with other healthcare professions throughout UK healthcare is essential, and is the only way that we will be able to promote osteopathy and ensure a sustainable future for the profession”

iO Census 2017: 76% agree or strongly agreed

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Where do we start?

• What are your thoughts?

This evening:

• How the iO has approached

engagement and promotion

• What we have achieved
• How can you approach promotion

and engagement

• What is available to support you
• What next?

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Osteopathy, for the health

• f the nation

#OsteopathyforHealth

Our vision for the profession

What we need to deliver the vision

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Osteopathy, for the health of the Nation

A growing, thriving profession, recognised and accessible by all

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How to start building recognition

Answer the questions stakeholders want answered

Is it safe?

Does it work? Do patients have a positive experience? How much does it cost?

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GOsC patient survey 2015

Take what we know ...

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“93.2% of patients felt that their experience of osteopathy was very good.”

PROMs Data Collection August 2017

“50.4% of patients who visited an

• steopath had been experiencing

symptoms for 13 weeks or more, but 61.1% of people were seen within three days of requesting an osteopathic appointment.”

PROMs Data Collection August 2017

Over 50% of patients reported an improvement in their symptoms one week after osteopathic treatment and 73% reported an improvement in their symptoms at 6 weeks post-treatment.

PROMs Data Collection August 2017

“Osteopathy has an extremely safe reputation and a major adverse event

• ccurrence is very rare, rarer than from

taking medication.”

Carnes D, Mars TS, Mullinger B, Froud R, Underwood M Study by Barts and The London School of Medicine and Dentistry, University

• f London Warwick Medical School and the European School of

Osteopathy, into ‘Adverse events in Manual Therapy’(2009)

“An osteopathic degree takes a minimum

• f four years and requires completion of
• ver 1000 hours of direct patient facing,

clinical contact prior to qualification”

Institute of Osteopathy, 2017

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Work in collaboration

Genuine contribution to UK health

• Lobby on behalf of profession
• Public health campaigns

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Work in collaboration

Achievements and future

• pportunities
• Allied Health Professional status
• PHE AHP strategy board
• First Contact Practitioners
• NICE Fellowship

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Third-party advocates

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How else to raise awareness?

Osteopaths in the media

– Proactive approaches – Osteopaths as spokespeople in health

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“Osteopathy for Health”

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Online health advice Social media Advice factsheets Posters

#DIDYOUKNOW

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International Osteopathic Healthcare Week

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… and the results

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An approach for engagement/promotion

• Understand your audience’s priority
• Provide them a solution
• Talk health and outcomes

Focus on who we are and what we achieve

NOT how we do it or methods we use

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Level of training, areas of expertise, AHP Your expertise as a professional

Feel better, do more, live healthier, patient satisfaction The outcome of your care

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Who to engage with?

Healthcare

• Other AHPs and GPs
• allied health

profession

• Level of training and

expertise

• Role in supporting

public health advice and screening

Business and local groups

• Healthy workforce
• Reduce absenteeism
• Increased productivity
• Charities/community

groups

• Maintaining health

provide advice

The public

• Females – as

gatekeepers of health

• Active ‘olders’
• Professionals/workers
• Those engaged with

health e.g sports

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Others??

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Focus on quality of osteopathic care

iO’s Osteopathic Quality Account

Draws together existing evidence

• Patient experience
• Clinical effectiveness
• Safety of osteopathic practice
• Available to membership Feb ’18

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• High trust rates
• Regulation and training
• Patient charter

– Quality and value of ‘customer’ service

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Focus on the quality of service What else is available to you…

• Marketing materials

– Words for your website – Posters and leaflets

• Public health campaigns

– Screening and awareness programmes

• Audit tools (PROMs)
• Patient Charter
• Engaging with your

community

– Promotional presentations – Public speaking advice

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Project: Brand Osteopath

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• Build a common narrative that

we can all subscribe to

– Value/Brand proposition

• Built on insight from the public

– What do you need to know to choose to visit an osteopath?

• Inform iO promotion and

provide marketing support for

• ur members

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Project Brand Osteopath

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We’ll continue the conversation at Convention

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www.iOconvetion2019.com

Contacts for more information

General enquiries Enquiries@iOsteopathy.org Katie Griffiths (BSc. Ost. Med.) Head of Communications Katie@iOsteopathy.org Patient Reported Outcome Measures (PROMs) Carol Fawkes at NCOR c.fawkes@qmul.ac.uk Resources for members visit www.iOsteopathy/for-osteopaths Including

• Marketing leaflets
• Case studies/reports
• Public Health campaigns; One

You, Osteoporosis, NASS

• Patient Charter
• #OsteopathyforHealth

www.iOsteopathy.org

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