LSBU OHP Presentation

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Turn your idea into reality !

Katrina Maclaine Principal Lecturer - Advanced
Nursing, London South Bank University maclaik_at_lsbu
.ac.uk
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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

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Plan for this workshop

• Highlight opportunities for ANPs
• Using the Marketing Mix
• Recommended resources

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Multiple opportunities ??????

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

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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

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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

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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

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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 ?

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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

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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 ?

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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

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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

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• 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

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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

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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 ?

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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

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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

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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

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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

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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

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• 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 .

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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

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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

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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)

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Thank you

• GOOD LUCK !