Tomroper libteachmeet 20 march

Marketing an outreach service inWest Sussex the rolling English drunkard way Tom Roper, Primary Care Librarian, West Sussex Knowledge & Libraries #btnlibtm, 20 March 2012

The rolling English road Before the Roman came to Rye or out to Severn strode, The rolling English drunkard made the rolling English road. A reeling road, a rolling road, that rambles round the shire, And after him the parson ran, the sexton and the squire; A merry road, a mazy road, and such as we did tread The night we went to Birmingham by way of Beachy Head.G. K. Chesterton #btnlibtm, 20 March 2012

#btnlibtm, 20 March 2012

Marketing planningGrieves, KayHow do you like your eggs?Update, March 2012: 42-43http://www.cilip.org.uk/publications/update-maga [CILIP membership required] #btnlibtm, 20 March 2012

Outreach: The first informationists?Lamb, G, Jefferson, A, White, CAnd now, ‘clinical librarians’ on rounds. Hartford Hospital Bulletin 30(2), 77-86Recently reviewed, systematically:• Van Kessel, Karla.• Gertrude Lamb’s Pioneering Concept of the Clinical Medical Librarian. Evidence Based Library and Information Practice 2012 7(1 ): 125-128http://ejournals.library.ualberta.ca/index.php/EBLIP /article/view/11766 #btnlibtm, 20 March 2012

Marketing in less than five minutes• A definition• Alignment• Segmenting• Value propositions• Choosing the channels #btnlibtm, 20 March 2012

Marketing‘A dialogue over time with specific groups of customers whose needs you understand in depth and for whom you develop an offer with a differential advantage over the offer of competitors’McDonald, MMarketing plans 5th edButterworth Heinemann, 2002 #btnlibtm, 20 March 2012

Alignment• Coastal West Sussex Federation: – 488,000 people – 58 GP practices• Sussex Community NHS Trust – 3254 staff (WTE) #btnlibtm, 20 March 2012

Alignment: Coastal West Sussex Federation• To reduce emergency admissions back to 2008/09 levels• To reduce elective referrals• To improve productivity of prescribing and effectiveness• To improve community services for patients• To work with partners to provide improved capacity for re-ablement services for patientsNHS West Sussex 2011/12Operating Plan #btnlibtm, 20 March 2012

Alignment: Sussex Community NHS Trust• Develop flexible and innovative care based on patient-centred design.• Improve patient experience and raise the quality of care.• Sustain and improve our financial strength.• Become a thriving Foundation Trust supported by excellent staff and public engagement.Strategic objectives 2011-16 #btnlibtm, 20 March 2012

Market segments• GPs • Community – GP principals – Nurses – Sessional GPs – OTs (salaried GPs, locums) – Physios – GPs in training – Podiatrists – Practice managers – Health visitors – Practice nurses – School nurses – AHPs #btnlibtm, 20 March 2012

And the rest…• Senior managers• Executive Directors• Board members• Public health• Commissioners• Commisioning Suppport Services (CSSs)• Deanery functionaries: regional and local• Patients• RCGP/LMC/LRMG etc #btnlibtm, 20 March 2012

Value propositions• The Primary Care Librarian saves you: – Time – Money – Lives• He helps you • Reduce risk • Get on #btnlibtm, 20 March 2012

Roper’s hierarchy of channels• Allies – Eg Clinical Facilitators• Face-to-face: – Appointments – Study days – Opportunist or serendipitous contacts• Electronic: – Social media: @WSKPrimaryCare http://primarycareknowledge.wordpress.com/ – http://www.netvibes.com/westsussexprimarycare – Websites – E-mail #btnlibtm, 20 March 2012

#btnlibtm, 20 March 2012

Roper’s hierarchy of channels• Dead-tree – Letters – Leaflets – Posters – Other paraphernalia #btnlibtm, 20 March 2012

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Tomroper libteachmeet 20 march

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