Marketing an outreach service inWest Sussex the rolling English         drunkard way     Tom Roper, Primary Care      Libr...
The rolling English road  Before the Roman came to Rye or out to Severn strode,  The rolling English drunkard made the rol...
#btnlibtm, 20 March 2012
#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/upda...
Outreach: The first informationists?Lamb, G, Jefferson, A, White, CAnd now, ‘clinical librarians’ on rounds. Hartford  Hos...
Marketing in less than five minutes•   A definition•   Alignment•   Segmenting•   Value propositions•   Choosing the chann...
Marketing‘A dialogue over time with specific groups of  customers whose needs you understand  in depth and for whom you de...
Alignment• Coastal West Sussex Federation:  – 488,000 people  – 58 GP practices• Sussex Community NHS Trust  – 3254 staff ...
Alignment: Coastal West Sussex             Federation• To reduce emergency admissions back to  2008/09 levels• To reduce e...
Alignment: Sussex Community         NHS Trust• Develop flexible and innovative care based on  patient-centred design.• Imp...
Market segments• GPs                            • Community  – GP principals                      –   Nurses  – Sessional ...
And the rest…•   Senior managers•   Executive Directors•   Board members•   Public health•   Commissioners•   Commisioning...
Value propositions• The Primary Care Librarian saves you:  – Time  – Money  – Lives• He helps you    • Reduce risk    • Ge...
Roper’s hierarchy of channels• Allies   – Eg Clinical Facilitators• Face-to-face:   – Appointments   – Study days   – Oppo...
#btnlibtm, 20 March 2012
Roper’s hierarchy of channels• Dead-tree  – Letters  – Leaflets  – Posters  – Other paraphernalia                 #btnlibt...
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Tomroper libteachmeet 20 march

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Tomroper libteachmeet 20 march

  1. 1. Marketing an outreach service inWest Sussex the rolling English drunkard way Tom Roper, Primary Care Librarian, West Sussex Knowledge & Libraries #btnlibtm, 20 March 2012
  2. 2. 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
  3. 3. #btnlibtm, 20 March 2012
  4. 4. #btnlibtm, 20 March 2012
  5. 5. #btnlibtm, 20 March 2012
  6. 6. 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
  7. 7. 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
  8. 8. Marketing in less than five minutes• A definition• Alignment• Segmenting• Value propositions• Choosing the channels #btnlibtm, 20 March 2012
  9. 9. 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
  10. 10. Alignment• Coastal West Sussex Federation: – 488,000 people – 58 GP practices• Sussex Community NHS Trust – 3254 staff (WTE) #btnlibtm, 20 March 2012
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Value propositions• The Primary Care Librarian saves you: – Time – Money – Lives• He helps you • Reduce risk • Get on #btnlibtm, 20 March 2012
  16. 16. 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
  17. 17. #btnlibtm, 20 March 2012
  18. 18. Roper’s hierarchy of channels• Dead-tree – Letters – Leaflets – Posters – Other paraphernalia #btnlibtm, 20 March 2012
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