Katrina MaclainePrincipal Lecturer - Advanced Nursing,London South Bank Universitymaclaik@lsbu.ac.uk

Turn your idea into reality !

Overall Aim

To encourage and better equip Advanced Nurse Practitioners to be pro-active in service innovation and thereby maximise their impact on

health care delivery

Plan for this workshop

•Highlight opportunities for ANP’s

•Using the Marketing Mix•Recommended resources

Multiple opportunities ??????

•Your ideas ?

Political climateEconomic driversSocial issuesNursing development

One approach …The Marketing Mix

Why Marketing ? • Managing the exchange between

those who provide a service and those who receive it (McDermott, 1996)

• Involves identifying, anticipating and fulfilling customer needs

The Marketing Mix (the P’s)• Can also use to :

Underpin a proposal to develop an existing service

Change your role as an ANPTo bid for funding To tender to provide a new service

May have specified format, but include all following information within your submission

Do your homework ! – Market Analysis

• Need to consider : Patient’s / User’s profileMarket profile Target group ie the decision-makers

Don’t underestimate the time needed to do this

or the value

Patient’s / User’s profile Conduct Scoping Exercise to determine : • Numbers• Demographics• Characteristics• Predicted trends• Distribution• Inequalities• Current pathway and experience• What are their unmet health care needs

?

Market profile – what is already happening ?

• Literature reviews / networks• Similar initiatives (locally, nationally, globally) • Competitors ? Service differentiation ? • Failures ? How will you avoid problems ? • Evaluation of existing provision eg Efficient ?

Effective ? Meeting organisational objectives ? Achieving standards for EBP ? Outcomes ?

• SWOT

Get to know the Target Group “Decision-makers”

• Structure• Stakeholder map - key players / allies• Current priorities / Organisational objectives /

Targets• Internal & External Issues eg Workforce, EWTD, • PEST (Political, Economic, Social/Psychological, Technological)

• What are they looking for ? “HOOK”• What is “Value for Money” for them ?

Maximise impact and success

• Tailor the proposal so most likely to gain approval from the decision-makers

• Consider focus of content, language, method of presentation and layout

PRODUCT• Describe the nature, purpose and

focus of proposed service• What will the ANP provide ie core

service, scope and level of practice ? • Needs to answer the question “Why

a NP?”• Support attributes and benefits with ANP

research evidence and other similar initiatives that included ANP’s

• Service Differentiation – What makes your service distinctive from comparable others ? Why an ANP and not someone else ?

• What is your Competitive Advantage ? • SWOT of your proposal• SNOB (Skills, Needs, Opportunities,

Barriers)• Anticipate misapprehensions Illustrate different approach with Patient

Scenario – before and after

PEOPLE : Customers and Personnel

• Benefit to those who use service ? • User’s journey

• Outline personnel needs to support the service eg Admin, Receptionist, Doctor for death certs, prescribing, sick notes

• Strategy to free you up eg employ HCA• People you need to collaborate with and how

PLACE• Proposed location with rationale• Proposed timing with rationale

• Need to tailor both to patient’s preference, maximise accessibility, nature of service being offered

• How will create right ambience ?

PHYSICAL• Room/furniture/equipment/stationary/

tech-nology/supplies needed ? • Do Clinical Guidelines or PGD’s need to

be written ? Who will do this and how long will it take ?

• Medication – supplied ? How sourced ? • Any security issues ? • Health and safety

PROCESS• Proposed timescale for development

and implementation

• Establish a Steering Group ? PROS: Helps buy-in to service from organisation,

multi-professional team and other agenciesCan include patient representative to maximise

involvementCONS: Can dilute decision-making or detract

from original intent

PROCESS : continued• Project plan with SMART objectives

• Change job descriptions• Consider medico-legal issues• Any skills development needed before

start• Anticipate any issues eg with referrals

Determining the benefits • Pilot ?• Evaluation strategies (both short and long

term)• Key Performance Indicators for success ?

For you and the decision-makers• What data/information needs to be

collected ? How frequently ? • Methods

PRICE – Value for Money• Can’t avoid addressing this !

• Initial set-up costs (incl. Personnel, building and essential services, equipment, external services eg CSD, specimen collection, training, promotion, evaluation)

• On-going costs

• Analyse Financial Cost vs Service BenefitStress positive gains in human terms (both patient

and workforce)Costs of not providing the serviceLong term gains vs short term lossesUsing existing resources more effectively/efficientlyProvide “hard facts that are difficult to ignore”

• Reinforce with evidence of ANP cost-effectiveness

• Seek advice ….

PROMOTION• Proposed strategies to promote the service to

customers (existing and potential), decision makers, within organisation, to wider audience

• Opportunistic and planned• Within and external to the organisation• Adapt methods, language, content and focus of

promotion for different groups eg patient leaflet, conference presentation

• Regular updates for decision-makers

PASSION & COMMITMENT• Targeted persuasion• Seize opportunity• Timing • Kudos – appeal to egos !• Give it a 6 month trial – “domino”

effect• Use bargaining• Have your support network

Finally …….. • Consider timing • Ground work • Don’t make proposal too long• First page most important • No jargon or abbreviations• Appendices with facts / figures• Follow-up submission

• Share your successes (may inspire other ANP’s to do the same)

Thank you

GOOD LUCK !