CIPR South West Conference 2014 "Social Media, What Next?" Speaker Slides from N Bristol NHS Trust

1. The move and opening of the
new Southmead Hospital
Presentation title and subject
Tim Bartlett Vicki Mathias
Head of Marketing Press & Social
and Communications Media Manager

2. What does the new Southmead Hospital look like

3. Facts and Figures: 9 years in the making
ƒ Brunel building at Southmead
Hospital Bristol
ƒ 114,000m2
ƒ 6 levels
ƒ 800 beds
ƒ 24 theatres
ƒ 48 intensive care beds
ƒ 7,500 staff
ƒ 2,700 parking spaces
ƒ 35 buses onto site per hour

4. What were the communication messages
ƒ Frenchay and Southmead Hospital teams coming together
ƒ Emergency Department moving from Frenchay to Southmead
ƒ Chlidren’s Emergency Department moving to Children’s Hospital
ƒ Telephone numbers changing for all services
ƒ Women’s & Children’s services are remaining in the same building
at Southmead Hospital

5. What were the communication challenges
ƒ Reassurance and confidence to all – On time and on budget
ƒ Dates were fixed from a year out
ƒ 27 March - occupancy
ƒ 12 May - first patient move
ƒ 17 May – Intensive Care moves
ƒ 19 May – Emergency Department moving
ƒ 28 May – complete
ƒ Managing the risk – openness vs. courting disaster
ƒ 500 patients moved across the city
ƒ 23 intensive care unit patients
ƒ Frenchay Hospital Emergency Dept shuts at 2am
ƒ Traditional and new communicational channels

6. Public research: Pre-campaign
ƒ Not all aware Frenchay services and staff were moving
ƒ The staff gave Frenchay its strong reputation
ƒ Balance between practical information and emotional
reassurance
ƒ Key values: Friendly, human, expertise, reputation,
excellence, caring
ƒ Public understand the term A&E rather than ED
ƒ Surveyed 5,000 public members
ƒ 95% said Accident & Emergency or A&E

7. Public advertising campaign concepts

8. Brand new hospital, same familiar faces

9. Campaign deliverables
Channel Volume Audience Reach
Door drop 347,735 households 347,735 households
48 sheets 20 sites 853,000
Bus streetliners 18 buses 1,442,070
Bus rears 23 buses 2,525,360
Pharmacy bags 45 pharmacies 102,025
Phone boxes 40 boxes 854,329
Press adverts 7 insertions 163,901
Magazine adverts 5 insertions 39,500
Radio advert 425 plays 551,000
Online Various 4,800,000
Schools / GPs 107,585 print 107,585
PR 164 mentions
Social media 120 posts 9,042

11. Bringing the media into the move
ƒ Live from the Atrium
ƒ Following the patients
ƒ Inside A&E
ƒ But not Intensive Care

12. Social media activity
ƒ We wanted to create an insight into the move
ƒ 120 Twitter and Facebook posts
ƒ Key milestones achieved
ƒ Staff telling their stories
ƒ Interesting detail
ƒ Key facts and figures

13. Use of film – our You Tube channel

14. Campaign results
Market research, post move, across of 200 people, showed:
ƒ 84% aware that staff & services had moved from Frenchay to Southmead
ƒ 82% were aware that A&E had moved from Frenchay to Southmead
ƒ 71% remembered seeing at least one item of campaign material
ƒ 64% were aware that Women’s and Children’s, along with other services
remained unchanged at Southmead
ƒ 25% were aware that the telephone numbers had changed
ƒ The value of the positive media coverage from 164 news items was 394,779
ƒ Typically, tweets or Facebook post were reaching about 9,000 people

15. We’re definitely over the honeymoon period
ƒ Snags and teething problems
ƒ Busy main entrance – buses and parking
ƒ Theatre difficulties
ƒ Catering
ƒ Expectations have been raised
ƒ Operational pressures remain
ƒ Remain open and transparent
ƒ Be robust and provide spokespeople
ƒ Correct online where factually wrong

16. Lesson learnt
ƒ Do your research to start off on the right foot
ƒ Understand the problem you need to solve
ƒ Be brave, manage your risks, accept the hiccups
ƒ Internally, be a force not a responder
ƒ Demonstrate your value, once it’s finished