PANDEMICFLU
Lincolnshire Pandemic Flu Communications Workshop
February 2009
PANDEMICFLU
Peter Richardson,Emergency Preparedness Trainer,NHS Lincolnshireon behalf of:
Stuart Northolt Department of HealthNHS Implementation Communications Manager
PANDEMICFLU
Research provides us with several insights…
There is very little, if any, awareness or understanding of pandemic flu
There is a lack of confidence in Government messaging Friends, family or trusted members of their community likely to be
initial source of advice Many people will act in their own self-interest A significant proportion of the population is likely to panic
PANDEMICFLU
measured engagement’
‘Measured Engagement’– Timely – Information appropriate to the level of risk– Relevant but not panic-inducing– Responsive
The overall challenge for communications
PANDEMICFLU
The WHO phases provide a framework for communications:
WHO 3 WHO 4 WHO 5 WHO 6
Rare human cases, no human:human
transfer
Small outbreakslimited human:
humantransfer
Larger outbreakshuman: human
transfer established
Pandemic confirmed
PANDEMICFLU
Research has identified that each stage is associated with a different mood:
6
WHO 3 WHO 4 WHO 5 WHO 6
‘Vague worry’ ‘Alarm bells’ ‘Air raid siren’ ‘Panic stations’
Proper fear sets inPanic-driven behaviour
changes, especially when threat is local
Rumours and scaremongering
‘ruthless’ creativity tocircumvent system
Hunger for informationSuspicion of Govt
approachThreat becomes real for
many
Many will remain unconcernedif flu outbreak in Asia Active info-seeking
from concerned panickersExaggeration and
misrepresentation of threat and how to control it
Little knowledge but much confusion re
types of fluVocal ‘experts’ inform
opinionRemote concern
PANDEMICFLU
Respiratory and Hand Hygiene
19 April 2023
7
2007 Media Activity: Bus panels, Tube and train card panels, Supermarket 6 sheetsScreensavers in Offices
PANDEMICFLU
Dirty Bertie
PANDEMICFLU
Managing public (and internal) messages
PANDEMICFLU
Manage the Pandemic
PANDEMICFLU
Comms Strategy by phase:
19 April 2023
11
WHO 3 WHO 6WHO 4
Building good RHH behaviours
WHO 5
Making the link with Pan Flu
Getting the nation ready
Managing the Pan Flu crisis
NHS Number Awareness & recruitment – PCT rollout
Pan Flu education, advice & measures
Advice remindersPan Flu updates
Automated information line & digital strategy
National & local media briefings
Govt News Coordination Centre
Automated information line &
digital strategy
RHH AdvertisingDoor Drop 1
Stakeholder & media engagement
RHH PR
NHS Number Awareness & recruitment – PCT pilot
National broadcast paid & unpaid channels
Door Drop 2
PANDEMICFLU
NHS Communications SHAs and local NHS Trusts are responsible for
managing the local communications response to Pandemic Influenza-related healthcare issues.– Provide local support and reinforcement to overall strategic
initiatives, eg:• RHH• Door Drops• Pandemic Flu Information Line• National Pandemic Flu Line Service• Collection points
– Internal communications: provide advice, support and information to staff, primary care contractors and other partners
– Collect, collate and disseminate information on the local health situation
PANDEMICFLU
The communications planning structure
National (DH and contingency) plans London Health Community
Pandemic Flu Communications Framework All local Trusts need to update/write the Pan Flu
communications plans
PANDEMICFLU
NHS staff are people too
Public concerns coming out of research Same concerns as being expressed by NHS
professionals– Eg National Pandemic Flu Line Service– Contradictory messages– ‘Internal’ comms the most difficult part of the comms mix
Follows that if we can put in place comms measures that reassure the public, we’re also building confidence among our own people – and vice-versa
PANDEMICFLU
Flu Line patient pathway
UK Operating Services1. ENGAGES: Individual (or representative) contacts FluLine
2. VALIDATE ID: Individual provides health number
3. CONDUCT ASSESSMENT: Individual’s eligibility to receive Antivirals for treatment is assessed
4. AUTHORISE COUNTERMEASURE: Individual is given URN and collection information
FluFriend
6b. DELIVER TO INDIVIDUAL: FluFriend delivers Antivirals to Individual
Stan
dard
Indi
vidu
al P
roce
ssFluLine FluLineFluLineFluLine
Stan
dard
Sup
ply
Proc
ess
2. CHECK ORDER: Order is accepted, rejected or adjusted locally
PCT Co-ordination Centre
3. VERIFY ORDER: Order is accepted, rejected or adjusted nationally
National Co-ordination Centre
4. RECEIVE ORDER: Orders are received and consolidated
5. PICK, PACK & SHIP: Stock is selected, packed and transported
6. CONFIRM RECEIPT & PUT-AWAY: Stock is received, reconciled with order and stored
Collection Point Collection Point
FluFriend presents URN to collection point on behalf of Individual
5. ISSUE: Antivirals are issued to FluFriend on behalf of Individual
Collection Point
3rd Party Supplier
3rd Party Supplier
COMMUNICATIONCOMMUNICATION DECISION-MAKINGDECISION-MAKING
SURVEILLANCE & MONITORINGSURVEILLANCE & MONITORING
Individual receives URN
INTERNATIONAL LIAISON: Provides/receives international status information and maintains WHO phase specific algorithm
MONITOR IMPACT: Predicts future cases and their geographic spread. Assesses clinical severity and informs policy on managing complications
MANAGE STRATEGIC SUPPLY: Monitors efficacy of clinical countermeasures involved in Response. Monitors depletion and recommends changes to distribution protocol
= External Interface
WHO
MONITOR HEALTH AND SOCIAL CARE PRESSURES
Nurse supports Contact Centre Agents with queries
Real-life modeller
Real-life modeller
HPUs, ONS
MHRA
6a. UPDATE STOCK POSITION: Stock levels are updated
Collection Point
1. PLACE ORDER: Order is placed based on minimum stock threshold and volumes issued
Symptomatic Individual
Stock Tracking Capability
Nurse supports Contact Centre Agents with queries
HPA
HPA
HPA
Communications Pre Pandemic
Approach
NHS Implementation Pre Pandemic
Approach
Social Care Pre Pandemic
Approach
Pre Pandemic During Pandemic
PANDEMICFLU
eg: challenges for mental health patients High level of anxiety Reliance on consistency
– Eg regular counsellor, therapist– How communicate that regular carer may be ill?– How communicate in actuality of carer being ill?
Poor uptake of medication– Will they take antivirals?– Poor ability to self-care
Effects of Pandemic Flu– Threat– Actuality– Enhanced anxiety/depression/self harm– Longer-term depression and other health consequences?– General rise in mental health vulnerability?
PANDEMICFLU
Can we use stakeholders to support Pandemic Flu communications? Pro-actively encourage people to become ‘Flu Friends’
to vulnerable patients? Issues around advocates and advocacy? Piggyback on the specialist communications channels
used by service providers?– eg MIND– MHF– Shelter– Learning and behavioural disabilities charities
PANDEMICFLU
The communications planning structure
National (DH and contingency) plans London Health Community
Pandemic Flu Communications Framework All local Trusts need to update/write the Pan Flu
communications plans
PANDEMICFLU
Pandemic flu Communications Plan FOR THE
LINCOLNSHIRE HEALTH AND SOCIAL CARE COMMUNITY
‘healthcare staff are an important sub-set of the general public and with the right information, can become trusted ‘ambassadors’ carrying key messages to their families, friends and communities. *
*(WHO Level6)
PANDEMICFLU
How might the info be communicated to staff?
Depends on Alert level; face-to-face briefings may not be a good idea during a pandemic event ! But, as an example, staff induction provides an opportunity for basic awareness raising
During a higher Alert level there are many everyday tools that could be employed: The Telephone! Email, Shared computer folders, Intranet, Extranet, Payslip messaging…
PANDEMICFLU
Pandemic flu Communications Plan FOR THE
LINCOLNSHIRE HEALTH AND SOCIAL CARE COMMUNITY
‘The General Public will continue to be informed and educated through published materials and use of the media…
‘A local helpline will be established, as needed, to supplement the resources of NHS Direct and the National Flu line service.’*
*Source: Pandemic flu Communications Plan FOR THELINCOLNSHIRE HEALTH AND SOCIAL CARE COMMUNITY, Draft 1,November 2008 (WHO Level6)
PANDEMICFLU
PANDEMICFLU
WHO Level 6 Communications outcomes People understand the gravity of the
situation People know what to do to reduce the
risk of infection or how and where to access help and treatment if they are ill
People know how to access Flu Line services
People know to limit their visits to GPs, hospitals etc
Burden on NHS through public use of inappropriate channels (whether intentional or accidental) is reduced
Staff morale maintained Staff absenteeism though fear of
infection kept to minimum