Turn your idea into reality ! Katrina Maclaine Principal Lecturer - Advanced Nursing, London South Bank University [email protected] 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 Plan for this workshop • Highlight opportunities for ANP’s • Using the Marketing Mix • Recommended resources Multiple opportunities ?????? • Your ideas ? Political climate Economic drivers Social issues Nursing development 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 The Marketing Mix (the P’s) • 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 Do your homework ! – Market Analysis • Need to consider : Patient’s / User’s profile Market profile Target group ie the decision-makers Don’t underestimate the time needed to do this or the value Patient’s / User’s profile Conduct Scoping Exercise to determine : • Numbers • Demographics • Characteristics • Predicted trends • Distribution • Inequalities • Current pathway and experience • What are their unmet health care needs ? 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 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 ? 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 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 ANP’s • 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 PEOPLE : Customers and Personnel • Benefit to those who use service ? • User’s 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 PLACE • Proposed location with rationale • Proposed timing with rationale • Need to tailor both to patient’s preference, maximise accessibility, nature of service being offered • How will create right ambience ? PHYSICAL • Room/furniture/equipment/stationary/technology/supplies needed ? • Do Clinical Guidelines or PGD’s need to be written ? Who will do this and how long will it take ? • Medication – supplied ? How sourced ? • Any security issues ? • Health and safety PROCESS • Proposed timescale for development and implementation • Establish a Steering Group ? PROS: Helps buy-in to service from organisation, multiprofessional team and other agencies Can include patient representative to maximise involvement CONS: Can dilute decision-making or detract from original intent 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 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 PRICE – Value for Money • Can’t 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 • 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/efficiently Provide “hard facts that are difficult to ignore” • Reinforce with evidence of ANP cost-effectiveness • Seek advice …. 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 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 Finally …….. • • • • • • • Consider timing Ground work Don’t 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 ANP’s to do the same) Thank you GOOD LUCK !