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Reaching patients in the new health service market. Audience first conference, 16 July 2014

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Joe Korner, director of external affairs, Stroke Association …

Joe Korner, director of external affairs, Stroke Association

Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk

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  • 1. Stroke Helpline 0303 3033 100 stroke.org.uk Reaching patients in the new health market Joe Korner Director of External Affairs, Stroke Association
  • 2. Stroke Helpline 0303 3033 100 stroke.org.uk Our Vision: We want a world where there are fewer strokes and everyone touched by stroke gets the support they need
  • 3. Stroke Helpline 0303 3033 100 stroke.org.uk • Fund research into prevention, treatment and better methods of rehabilitation • Help stroke survivors and their families directly through its Life After Stroke Services • Campaign, educate and inform to increase knowledge of stroke at all levels of society and improve stroke provision • Act as a voice for everyone affected by stroke
  • 4. Stroke Helpline 0303 3033 100 stroke.org.uk Stroke • Stroke is a vascular disease – it is caused by problems in the blood supply to the brain. • Most commonly a blood vessel in the brain gets blocked. • In some cases a blood vessel breaks causing a haemorrhage. • But the result is the same – brain cells are starved of oxygen and they die. • Where this happens in the brain and for how long determines the outcome of the stroke – how severe it is and what impact it has on the individual.
  • 5. Stroke Helpline 0303 3033 100 stroke.org.uk Stroke In the UK someone has a stroke every 3 and a half minutes. Despite dramatic improvements in acute stroke care over the last decade, one in five people who have a stroke will die within thirty days. Stroke is the UK’s third biggest killer. More women die of stroke than of breast cancer. More men die of stroke than of prostrate cancer
  • 6. Stroke Helpline 0303 3033 100 stroke.org.uk Stroke Every year around 100,000 people survive their stroke. About half of them will make a good recovery But around 50,000 people will be disabled, sometimes profoundly and in need of support In fact, stroke is the biggest cause of complex adult disability. People may have communication problems, impaired mobility, loss of cognition, visual impairment, chronic pain, incontinence, fatigue…
  • 7. Stroke Helpline 0303 3033 100 stroke.org.uk So who are our audiences? • We are here for everyone touched by stroke, so our obvious prime audience is stroke survivors • And of course, we need to be in touch with their loved ones and carers • Other key audiences for us include specialist stroke health professionals, generalist health professionals, social care professionals and stroke researchers • Then there are the key decision makers – the people who commission our services in the NHS and Social Care; the people who are shaping the health and social care landscape, nationally, regionally and locally • And, as a charity, we also need to target donors and potential donors • I am going to focus on stroke survivors and potential donors…
  • 8. Stroke Helpline 0303 3033 100 stroke.org.uk Stroke survivors: who are they? •Is there a typical stroke survivor?
  • 9. Stroke Helpline 0303 3033 100 stroke.org.uk
  • 10. Stroke Helpline 0303 3033 100 stroke.org.uk Stroke survivors: who are they? • Around 30% of people who have a stroke are under 65 • About 500 children have a stroke every year • People from the most economically deprived areas of the UK are twice as likely to have a stroke than those from the least deprived areas • People of African Caribbean origin are twice as likely to have a stroke and at a younger age compared to the whole UK population • South Asian people have strokes at a significantly younger age compared to the whole UK population
  • 11. Stroke Helpline 0303 3033 100 stroke.org.uk How do we reach stroke survivors? • There are about 1.2 million Stroke survivors in the UK. • Through our contracted services we are in touch with about half of all stroke survivors each year – approximately 50,000 people. They are referred to us by the NHS and Social Care. • A further 20,000 people contact our Helpline each year, most of whom are stroke survivors or their loved ones. • We also distribute literally millions of information factsheets a year. So, in terms of providing support, we seem to be doing quite well.
  • 12. Stroke Helpline 0303 3033 100 stroke.org.uk BUT: • Our support is patchy. It depends on where you live – where we have funding from the NHS or Social Care to provide services. • What about the 50,000 stroke survivors a year who don’t get a direct service from us? • And what about the 1.2 million stroke survivors who may have had a service from us in the past, or may not? • What are their needs? • Therefore a challenge for us is to work out how to reach the stroke survivors we are not already in touch with. How do we reach stroke survivors?
  • 13. Stroke Helpline 0303 3033 100 stroke.org.uk Stroke survivors we are not in touch with are more likely to: Not be in one of our services – and therefore may not have heard of us; Be younger; Have made a more complete recovery; Be from a “hard to reach” group. In which case we need to reach them in a similar way to the way we try to reach out to potential donors How do we reach stroke survivors?
  • 14. Stroke Helpline 0303 3033 100 stroke.org.uk Comparing relevance of cause 0 10 20 30 40 50 60 70 80 The charity's cause is relevant to me The charity's cause is irrelevant to me I care about this charity's cause (agree) This charity is completely trustworthy I have a positive or very positive impression of this charity I have no particular impression of this charity Stroke Association Cancer Research UK BHF
  • 15. Stroke Helpline 0303 3033 100 stroke.org.uk Salience 0 10 20 30 40 50 60 70 I know a lot about this charity This charity stands out completely Strongly agree that this charity is well known I have had a conversation about this charity in the last 6 months Stroke Association Cancer Research UK BHF
  • 16. Stroke Helpline 0303 3033 100 stroke.org.uk Overall CBI scores 0 10 20 30 40 50 60 70 80 90 100 Consideration Familiarity Distinctiveness Relevance Trust Impression Awareness Stroke Association Cancer Research UK BHF
  • 17. Stroke Helpline 0303 3033 100 stroke.org.uk The campaign most likely to attract attention is leaflets showing what the charity actually does Q: And lastly, what one type of fundraising campaign is most likely to attract your attention and encourage you to donate? Total 16-24 25-34 35-44 45-54 55+ Leaflets showing what the charity does 19% 12% 16% 15% 11% 27% Television event 15% 17% 18% 16% 16% 11% Sponsored sports activities/challenges 15% 16% 25% 14% 15% 10% Television advert 14% 10% 13% 15% 22% 11% In-street collections 13% 12% 8% 9% 9% 19% Press advert - i.e. newspaper or magazine 3% 1% 5% 2% 1% 4% Plea from local or national figure/celebrity 3% 5% 3% 4% 5% 1% Outdoor advert 3% 10% 1% 5% 5% 0 Online advert 3% 7% 3% 3% 1% 2% Radio advert 2% 4% 2% 2% 1% 1% Other advert 2% 3% 2% 3% 1% 1% Other 10% 3% 3% 11% 15% 12%
  • 18. Stroke Helpline 0303 3033 100 stroke.org.uk 47% 49% 43% 44% -9% -8% -5% -5% 11% 14% 28% 28% -3% -3% -1% -1% -100% -80% -60% -40% -20% 0% 20% 40% 60% 80% 100% Charities should play a role in meeting the needs of people with long term health conditions where the Government fails to do so I am happy for the Government to pay charities to provide services for people with long term health conditions The responsibility to meet the needs of people with long term health conditions lies mainly with the Government Charities should not be replacing the Government in the provision of key services for people with long term health conditions Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree The public strongly believe that charities are not an equal substitute for government provision of services for people with long term health conditions Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, July 12, nfpSynergy Thinking about the current government spending cuts, to what extent do you agree with the following statements about the Government's responsibility to meet the needs of people with long term health conditions? 19
  • 19. Stroke Helpline 0303 3033 100 stroke.org.uk Key drivers of trust for charities TrustExternal events Type of cause Personal contact with the organisation Length of establishment Breadth of public awareness - Negative media stories + Health, cancer - International + Contacted the charity or know someone who has + Well-known - Niche + Long-established - New organisation 20
  • 20. Stroke Helpline 0303 3033 100 stroke.org.uk Reasons for trusting a charity ‘What makes you likely to trust a particular charity? Please select up to 5 options.’ 12% 21% 23% 28% 37% 47% 52% 5% 7% 2% 3% 6% 9% 27% 32% 37% 47% 44% 7% 5% 7% 34% 29% 8% 41% 45% 52% 30% 8% 5% 3% 33% 29% 6% 4% 8% 3% 0% 20% 40% 60% 80% 100% Nothing would make me likely to trust a charity Not sure Any other answers The charity is supported by a celebrity The charity has a partnership with a well-known company The charity advertises on television The charity receives funding from the Government I have heard of the name of the charity The charity is based in my local area The charity was established a long time ago I have had contact with the charity personally A friend or family member has had contact with the charity I know the charity follows high standards in their fundraising May-12 Mar-12 Jul-11 ` 21 Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, May 12, nfpSynergy 21
  • 21. Stroke Helpline 0303 3033 100 stroke.org.uk 3% 2% 3% 5% 9% 6% 9% 11% 10% 19% 16% 21% 17% 17% 21% 13% 8% 10% 7% 1% 2% 3% 1% 9% 8% 6% 1% 45% 46% 47% 54% 64% 59% 8% 7% 3% 4% 4% 4% 1% 1% 2% 1% 1% 3% 3% 1% Medical research to prevent stroke Supporting people to recover from a stroke Medical research to improve treatment after a stroke Educating the public on how to reduce their risk of having a stroke Making stroke more of a priority for the Government and the NHS Information and advice for people affected by a stroke None £1 and under £1-£2 £2-£3 £3-£4 £4-£5 £5-£6 £6-£7 £7-£8 £8-£9 £9-£10 No answer Public’s preferences for areas of work where their donations should be spent “Imagine you have £10 to donate to a charity working to support people affected by stroke. How would you like to see your donation split between the following areas of work?” Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Sep 12, nfpSynergy
  • 22. Stroke Helpline 0303 3033 100 stroke.org.uk • We have a good reach to around half of stroke survivors. • They are often older, poorer and more disabled than the overall stroke survivor population. • We know that everyone touched by stroke (therefore including the people around the stroke survivors – loved ones, families, friends) are more likely to have heard of us, to have empathy with our cause and to trust us. • These people are more likely to be baby boomers – people aged 50 to 70. So, where are we?
  • 23. Stroke Helpline 0303 3033 100 stroke.org.uk • Without any above the line budget, we have, therefore: • Focussed on building the stroke community to reach everyone touched by stroke • Targeted our communications at baby boomers with an empathy for stroke to drive up awareness • Maximised our messaging around recovery from stroke and on prevention and emphasised the support we can offer and the support people can give us in return So, where are we?
  • 24. Stroke Helpline 0303 3033 100 stroke.org.uk
  • 25. Stroke Helpline 0303 3033 100 stroke.org.uk
  • 26. Stroke Helpline 0303 3033 100 stroke.org.uk
  • 27. Stroke Helpline 0303 3033 100 stroke.org.uk • We have built our campaign supporters network from 500 to 6,500 people in the last two years • We have increased our social media presence - adding 40,000 Twitter followers in since 2012 • We have consistently increased media coverage and risen up the charity brand index • And we have seen awareness climb too – we now are at the dizzy heights of 3% spontaneous awareness! • Perhaps most importantly, our strategy is driven by data and insight into our service users, our supporters – our customers are at the heart of everything we do. So, where are we?
  • 28. Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk

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