NHS in Devon shortlisted for award for its A&E campaign

The organisation responsible for buying most healthcare services in Devon has been shortlisted for an award following its efforts to help reduce inappropriate attendances at the Royal Devon and Exeter Hospital.

Northern, Eastern and Western Devon Clinical Commissioning Group’s (CCG) research project aimed at understanding how urgent care services were being used in Devon has been shortlisted for a national Chartered Institute of Public Relations campaign award.

The CCG will find out if it has won the award at an event on 22 November.

The campaign was run by the CCG in partnership with the Royal Devon and Exeter NHS Foundation Trust, local GPs, pharmacies, public health and other healthcare providers.

It showed what healthcare professionals had suspected – three large groups were coming into the emergency department at the RD&E Hospital that would be served better elsewhere. These were young professionals, students and young people living in deprivation.

The conclusion was that even the more educated weren’t aware what type of care each NHS service provides, and busy working lifestyles meant traditional GP appointments weren’t convenient. All of this resulted in them choosing to attend the emergency department as it suited them better.

A range of educational materials were developed as a result of the findings, including large banners on bus shelters and outside the hospital, pocket-sized z-cards.

Dr David Jenner, chair of the eastern locality of Northern, Eastern and Western Devon CCG, said:

“We are very pleased with the efforts of all local healthcare staff who have helped to reduce demand for emergency care services, improve the experience of patients and reduce waits for emergency patients.

“The campaign followed a sound methodology of research, co-creation of messages and campaign materials with the intended audience and evaluation. We are keen to share our learning with others so that they too can get maximum impact out of this type of approach.

“This work could not have been achieved without clinicians working closely with expert managers.”