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LSBU OHP Presentation

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Title: LSBU OHP Presentation Subject: Faculty of Health and Social Care Author: Nigel Goodman Last modified by: maclaik Created Date: 9/1/2003 10:56:53 AM – PowerPoint PPT presentation

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Title: LSBU OHP Presentation


1
Turn your idea into reality !

Katrina Maclaine Principal Lecturer - Advanced
Nursing, London South Bank University maclaik_at_lsbu
.ac.uk
2
Overall Aim
  • To encourage and better equip Advanced Nurse
    Practitioners to be pro-active in service
    innovation and thereby maximise their impact on
    health care delivery

3
Plan for this workshop
  • Highlight opportunities for ANPs
  • Using the Marketing Mix
  • Recommended resources

4
Multiple opportunities ??????
  • Your ideas ?
  • Political climate
  • Economic drivers
  • Social issues
  • Nursing development

5
One approach The Marketing Mix
  • Why Marketing ?
  • Managing the exchange between those who provide a
    service and those who receive it (McDermott,
    1996)
  • Involves identifying, anticipating and fulfilling
    customer needs

6
The Marketing Mix (the Ps)
  • Can also use to
  • Underpin a proposal to develop an existing
    service
  • Change your role as an ANP
  • To bid for funding
  • To tender to provide a new service
  • May have specified format, but include all
    following information within your submission

7
Do your homework ! Market Analysis
  • Need to consider
  • Patients / Users profile
  • Market profile
  • Target group ie the decision-makers
  • Dont underestimate the time needed to do this
  • or the value

8
Patients / Users profile
  • Conduct Scoping Exercise to determine
  • Numbers
  • Demographics
  • Characteristics
  • Predicted trends
  • Distribution
  • Inequalities
  • Current pathway and experience
  • What are their unmet health care needs ?

9
Market profile what is already happening ?
  • Literature reviews / networks
  • Similar initiatives (locally, nationally,
    globally)
  • Competitors ? Service differentiation ?
  • Failures ? How will you avoid problems ?
  • Evaluation of existing provision eg Efficient ?
    Effective ? Meeting organisational objectives ?
    Achieving standards for EBP ? Outcomes ?
  • SWOT

10
Get to know the Target Group Decision-makers
  • Structure
  • Stakeholder map - key players / allies
  • Current priorities / Organisational objectives /
    Targets
  • Internal External Issues eg Workforce, EWTD,
  • PEST (Political, Economic, Social/Psychological,
    Technological)
  • What are they looking for ? HOOK
  • What is Value for Money for them ?

11
Maximise impact and success
  • Tailor the proposal so most likely to gain
    approval from the decision-makers
  • Consider focus of content, language, method of
    presentation and layout

12
PRODUCT
  • Describe the nature, purpose and focus of
    proposed service
  • What will the ANP provide ie core service, scope
    and level of practice ?
  • Needs to answer the question Why a NP?
  • Support attributes and benefits with ANP research
    evidence and other similar initiatives that
    included ANPs

13
  • Service Differentiation What makes your service
    distinctive from comparable others ? Why an ANP
    and not someone else ?
  • What is your Competitive Advantage ?
  • SWOT of your proposal
  • SNOB (Skills, Needs, Opportunities, Barriers)
  • Anticipate misapprehensions
  • Illustrate different approach with Patient
    Scenario before and after

14
PEOPLE Customers and Personnel
  • Benefit to those who use service ?
  • Users journey
  • Outline personnel needs to support the service eg
    Admin, Receptionist, Doctor for death certs,
    prescribing, sick notes
  • Strategy to free you up eg employ HCA
  • People you need to collaborate with and how

15
PLACE
  • Proposed location with rationale
  • Proposed timing with rationale
  • Need to tailor both to patients preference,
    maximise accessibility, nature of service being
    offered
  • How will create right ambience ?

16
PHYSICAL
  • Room/furniture/equipment/stationary/tech-nology/su
    pplies needed ?
  • Do Clinical Guidelines or PGDs need to be
    written ? Who will do this and how long will it
    take ?
  • Medication supplied ? How sourced ?
  • Any security issues ?
  • Health and safety

17
PROCESS
  • Proposed timescale for development and
    implementation
  • Establish a Steering Group ?
  • PROS Helps buy-in to service from organisation,
    multi-professional team and other agencies
  • Can include patient representative to maximise
    involvement
  • CONS Can dilute decision-making or detract from
    original intent

18
PROCESS continued
  • Project plan with SMART objectives
  • Change job descriptions
  • Consider medico-legal issues
  • Any skills development needed before start
  • Anticipate any issues eg with referrals

19
Determining the benefits
  • Pilot ?
  • Evaluation strategies (both short and long term)
  • Key Performance Indicators for success ? For you
    and the decision-makers
  • What data/information needs to be collected ? How
    frequently ?
  • Methods

20
PRICE Value for Money
  • Cant avoid addressing this !
  • Initial set-up costs (incl. Personnel, building
    and essential services, equipment, external
    services eg CSD, specimen collection, training,
    promotion, evaluation)
  • On-going costs

21
  • Analyse Financial Cost vs Service Benefit
  • Stress positive gains in human terms (both
    patient and workforce)
  • Costs of not providing the service
  • Long term gains vs short term losses
  • Using existing resources more effectively/efficien
    tly
  • Provide hard facts that are difficult to ignore
  • Reinforce with evidence of ANP cost-effectiveness
  • Seek advice .

22
PROMOTION
  • Proposed strategies to promote the service to
    customers (existing and potential), decision
    makers, within organisation, to wider audience
  • Opportunistic and planned
  • Within and external to the organisation
  • Adapt methods, language, content and focus of
    promotion for different groups eg patient
    leaflet, conference presentation
  • Regular updates for decision-makers

23
PASSION COMMITMENT
  • Targeted persuasion
  • Seize opportunity
  • Timing
  • Kudos appeal to egos !
  • Give it a 6 month trial domino effect
  • Use bargaining
  • Have your support network

24
Finally ..
  • Consider timing
  • Ground work
  • Dont make proposal too long
  • First page most important
  • No jargon or abbreviations
  • Appendices with facts / figures
  • Follow-up submission
  • Share your successes (may inspire other ANPs to
    do the same)

25
Thank you
  • GOOD LUCK !
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