HESTA Super Fund ‐ APHA Member Forum Sponsor

2010 APHA Member Forum Agendag Welcome

HESTA P t ti HESTA Presentation Health Reform and APHA Strategy ‘Valuing Private Hospitals’ Campaign Questions and Feedback Close

APHA Key Focus AreasHealth Reform Proposalsp

APHA Key Focus Areas 2010APHA Key Focus Areas 2010 Health Financing

S f t & Q lit Safety & Quality Workforce Communications

Health FinancingHealth Financing Continuation of government support for PHI

D l li lt ti t b t Develop policy alternatives to rebate Identify & redress features of PHI & fund practices

th t d l d i t d l h it lthat erode value and impact adversely on hospitals (payment terms, benefit restrictions, compliance burden etc)burden etc)

Monitor implementation of modernised awards and participate in any further processesparticipate in any further processes

Safety & QualitySafety & Quality APHA Indicators Collection (extend pilot to all

members)members) Development of National S&Q standards

I fl ti l i (ACSQHC PHSC AHMAC DOHA Influential voice (ACSQHC, PHSC, AHMAC, DOHA, AIHW, ACHS)A i t b t d t ACSQHC i iti ti Assist members to adopt ACSQHC initiatives

WorkforceWorkforce Promote role & capacity of private hospitals in

education and trainingeducation and training Access Commonwealth & State funding

I l t i kf t t (HWA St t Involvement in workforce structures (HWA, State committees)If d l lt ti d l f i t If necessary, develop alternative models for private hospital workforce training and education

CommunicationsCommunications National Campaign

F d l l ti Federal election Private Nurses Association? Member Communications

Member CommunicationsMember Communications Improved member communications

W kl ‘Vit l Si ’ Weekly ‘Vital Signs’ Members Bulletins Members Area on the Website Magazine – Need submissions from members

Widely read/Great publicity for hospitals Forthcoming themes: Safety & Quality (June), Private g y y ( )

Hospitals Innovation (August), Critical Care (October), Personal Stories (December)

Health Reform ProposalsHealth Reform Proposals Commonwealth to fund

60% f “ ffi i t i ” f bli h it l 60% of “efficient price” of public hospitals 60% of research, training & capital

% f & 100% of outpatient & primary care

National StandardsNational Standards Apply to Public and Private Hospitals (with public

reporting)reporting) Access to hospital care (E.D. & surgery waiting

times)times) Access to GP and local health services

S f t & Q lit Safety & Quality Financial Performance

Local Health NetworksLocal Health Networks State statutory authorities

1 t 4 h it l i h t k 1 to 4 hospitals in each network Governing Council (health, finance, management)

d CEOand CEO Paid directly for services provided Collaborate with primary care, aged care & private

hospitals

Implications for Private HospitalsImplications for Private Hospitals National Standards

Wh t t d d ill l ? What standards will apply? To whom do we report (Cth, state, LHN)?

? Replace existing standards?

Implications for Private HospitalsImplications for Private HospitalsIf a patient cannot get surgery at their local hospital

within the required timeframe;within the required timeframe;

“ th th L l H it l N t k ill fi d th t“…then the Local Hospital Network will find that person a bed at another hospital within the Network - or with a private hospital if one can't easily be found ”a private hospital if one can t easily be found.

Kevin Rudd, 3 March 2010Kevin Rudd, 3 March 2010

But – this is not mentioned anywhere in the policyBut – this is not mentioned anywhere in the policy document!

Implications for Private HospitalsImplications for Private HospitalsDepends on:

Wh t t t ill b t? What access targets will be set? What incentives or penalties for meeting or missing

t t ?targets? How much autonomy will LHNs have?

No detailed answers have been provided to these questions.

National Awareness CampaignNational Awareness Campaign

Research and InsightsCurrent State of PlayCritical IssuesThe Campaign Brief

ResearchResearch APHA commissioned research at the end of last year

B h ki it ttit d Benchmarking survey: community attitudes towards private hospitalsS i l M di h A t li t lki b t Social Media: how Australians are talking about public and private hospitals in social mediaT diti l di dit Traditional media audit

Insights – Benchmarking SurveyInsights  Benchmarking Survey

Australians are concerned about the state of our health system.

Support for the public system slightly outweighs pp p y g y gsupport for the private system

Waiting is the primary concern of people seeking g p y p p gmedical treatment

Patients and families already see ‘value’y Nurses are a trusted and influential voice Storytelling has impact Storytelling has impact

Insights – Social mediaInsights  Social media Pregnant women are the most vocal and passionate

on the topicon the topic The cost of private health care is what drives most of

the discussion onlinethe discussion online Other topics include: private health insurance,

maternity services and choicematernity services and choice. Very few advocates for the value of private hospitals Digital strategy is core to outreach

Insights – media auditInsights  media audit Assessment of mainstream media shows that

reporting is largely neutralreporting is largely neutral Third party commentators across a spectrum of

government industry bodies professional bodiesgovernment, industry bodies, professional bodies and individuals are neutral and slightly more positive towards private hospitalstowards private hospitals.

Government recognises potential value of private hospitals to the reform agendahospitals to the reform agenda

Convert ‘neutral’ to positive position in the media

Media auditMedia audit

9

Third Party Commentators

6

7

8

4

5

6

1

2

3

0

icola Ro

xon

Michael Roff

rew Pescoe

rtin Laverty

ine Be

nnett

el Arm

itage

ohn Deeble

as Cormann

k Xe

noph

on

eter Dutton

hen Ro

bson

Kevin Ru

dd

Della Bosca

m W

oodruff

dan Murph

y

Chris Re

x

lm Turnb

ull

k Fitzgibb

on

aul M

ackay

orton, AMA

Bruce Levy

de la Hun

ty

ncis Sullivan

Ni M

And Ma

Christi

Michae Jo

Mathia

Nick Pe

Step

h

John

 

Dr T

i m

Bren

d

Malco

Mark P

Brian Mo

David d

Fran

Positive Neutral Negative

State of PlayState of Play Health reform Election…Q3…risk and opportunity

P d ti it C i i t d t d Productivity Commission report…good outcome and fodder for campaignG t t ll ti f th Government comments…generally supportive of the role of private hospitalsH lth I R b t l i d it d Health Insurance Rebate…polarised community and the key players – temporarily off the agenda

Critical IssuesCritical Issues Timing of the election – generate support early

APHA b h it l ti i ti iti l APHA member hospital participation critical Cut through messages and clear call to action Advocates and stories Right message, right time, right channel

The BriefThe Brief Design and implement a national campaign that will:

B ild f th l d b fit f i t Build awareness of the value and benefits of private hospitals;

Garner and mobilise community support for Private Garner and mobilise community support for Private Hospitals; and

Position the APHA and members to contribute Position the APHA and members to contribute positively to the debate about reform of Australia’s health system.y

StrategyTarget AudiencesCore MessagesCreative

StrategyStrategy Four waves of activity

Preparation and early outreach Preparation and early outreach Launch Sustained activitySustained activity Evaluation

Advocates are needed:Inform > Engage > Persuadeg g(issue) (solution) (promoter)

Result = Awareness > Advocate

Target AudiencesTarget AudiencesIn an impactful way, the government is the ultimate

audience however to reach and impact uponaudience, however to reach and impact upon government we need to positively influence our target audiences:target audiences:

Primary Secondary Secondary

Target Audiences Cont…Target Audiences Cont… Primary

P ti t f il b / Patients, family members/carers Nurses, hospital staff

S d Secondary Broader community Government

Core MessagesCore MessagesPatients and families:

P i t h it l it l t f A t li ’ Private hospitals are a vital part of Australia’s hospital systemN thi i t d f f il ’ h lth i t Nothing is too good for your family’s health – private hospitals take care of you and your familyW d l t i it th thi k We do a lot more in your community than you think

Don’t take your health system for granted You are one of our greatest advocates

Core Messages Cont…Core Messages Cont…Nurses/Health Professionals

P i t H it l l iti l l i li i th Private Hospitals play a critical role in relieving the public hospital pressure – there would be an increase in waiting lists without usincrease in waiting lists without us

A healthy robust sustainable health system needs both public and private hospitalsboth public and private hospitals

You are one of our greatest advocates – you represent who we are and the peace of mind werepresent who we are and the peace of mind we provide to the Australian community

Core Messages Cont…Core Messages Cont…General Community:

A h lth b t t i bl h lth t d A healthy robust sustainable health system needs both public and private hospitalsW d l t th thi k th t t We do a lot more than you think – the stereotypes are not correctW t ib t d i b k t iti We contribute and give back to our communities

We improve the quality of life within your community Private hospitals are a vital part of Australia’s health

system

Poster treatmentPoster treatment for patient areas

Front cover ofFront cover of patient brochure

Inside copy of patient brochure

Tray liner artwork

Poster treatmentPoster treatment for staff areas and also the front of the stafffront of the staff brochure

Inside artwork forInside artwork for staff brochure

Front and backFront and back of bookmark

Storyboard ideaStoryboard idea for DVD

Website homepage

Possible posterPossible poster treatment for health fund offices/adsoffices/ads

Possible poster ptreatment for health fund offices/ads

Possible poster ptreatment if messages need to be ‘dialed up’ closer to the election

Banner for use at the APHAthe APHA national congress

Signature EventMember Engagementg gIn HospitalMedia StrategygyDigital Strategy

Private Hospitals Week – 26‐30 AprilPrivate Hospitals Week  26 30 April National Launch

D il th t b i diff t t i /f Daily themes to bring different stories/focus Local level engagement Media coverage National Press Club address Digital outreach

Private Hospitals Week Daily ThemesPrivate Hospitals Week Daily Themes Monday – Private Hospitals: We Do So Much More

T d C l b ti P i t H it l St ff Tuesday – Celebrating Private Hospital Staff Wednesday – It’s All About Our Patients Thursday – Out in the Regions Friday – World Class Research

Member Hospital EngagementMember Hospital EngagementCampaign success depends on member

participationparticipation

St t i lStrategy involves: Information gathering Leaders/Champions Toolkit Staff updates (throughout the campaign) Recognition elementRecognition element

In HospitalIn Hospital Pre-admission

P ti l t i l Promotional material DVD Discharge Hospital survey

Media StrategyMedia Strategy News media – print, radio and online (metro and

regional)regional) Feature – health writers

S ft f t i l i t t/lif t l Soft feature – special interest/lifestyle Trade media Other avenues:

Industry newsletters e.g. individual hospitals, PHI, APHA magazine

Digital StrategyDigital Strategy Website

F l i t f i Focal point for campaign Draws together all digital influence strategy elements Place for people and advocates to share stories Contains facts and figures about private hospitals ‘We do so much more’ element Fresh and regularly updatedFresh and regularly updated Search Engine Marketing Links on other websites Links on other websites

Digital Strategy cont…Digital Strategy cont… Influencer Outreach

E ith i fl ti l bl Engage with influential bloggers ‘Open Room’

Invitation-only place for face-to-face and online Q&A Facebook

Collect stories, fans Updates on campaign

Webinars Testimonials

EvaluationEvaluation Established KPIs for campaign

A i t ff ti ffi i Appropriateness, effectiveness, efficiency Campaign reach and influence

C i i l t ti d b d t Campaign implementation and budget

Evaluation cont…Evaluation cont…Information sources:

O li S Online Survey APHA member survey Media audit Digital listening post Web stats Financial reportsFinancial reports Campaign reports

How do you get involved?How do you get involved? Nominate a champion from your hospital

Ch i ill i Champions will receive: Toolkit to assist in campaign roll out Posters Leaflets Bookmarks Files for tray liners Updates for each hospital

What can you do? – in hospitalsWhat can you do?  in hospitals Put up the campaign posters in waiting rooms and public

places Put the pamphlets in waiting rooms and in patient

compendiums Give the bookmarks to patientsp Print the campaign tray liners for use during Private Hospitals

Week and throughout the year Get active in Private Hospitals WeekGet active in Private Hospitals Week Use the campaign website as your Internet landing page Put a link from your website to the campaign website

I l d i f ti i t ff l tt b ll ti Include information in your staff newsletter or bulletin Take photos of your hospitals’ events and send them to our

website Contact the APHA for more information

What Can You Do? – Private Hospitals WeekWhat Can You Do?  Private Hospitals Week Get involved!

R O D f th C it Run an Open Day for the Community Invite your local MP to visit your facility Create a media opportunity – launch a new

program/highlight some great research Have a Staff Appreciation Day Have a Patient Appreciation Day Any other local way to get involved – the Sky’s the

Limit!

What can you do? ‐ personallyWhat can you do?  personally Go to the website to read more about the campaign

Sh ‘I l i t h it l b ’ Share your ‘I value private hospitals because…’ story and encourage your colleagues, friends and family to do the samefamily to do the same

Become an advocateSi t th i l tt Sign onto the campaign newsletter

Become a fan on Facebook, share your story, pictures, and clips, and see what others are saying

Together, our voices can make a difference and we can show Australia how vital we are to the healthcan show Australia how vital we are to the health system.

Australia’s Private Hospitals – We do so much more.