using digital communications to help achieve a good death
DESCRIPTION
Presentation on using the web and social media to increase awareness of good end of life care from Hilary Fisher, Sarah Stone and Matt Lloyd from England's Dying Matters coalition as part of the Department of Health's QIPP end of life care workstream seminar series at Healthcare Innovation Expo 2011.TRANSCRIPT
Dying Matters
Using digital communications to help achieve a good death
Talking about Dying - the challenges
Talking• We don’t talk about dying and death - impacting on our end of life choices
• Only 29% of people talked about their wishes in 2009 - less than in 2006 (34%)
Planning• 500,000 people die each year in England – 58 % in hospitals, yet 70% of
people would like to die at home
• Dying Matters Coalition - set up by NCPC• No quick fixes – medium to long time frame• Rationale – social marketing - shifting social norms requires a
broad range of organisations using their combined influence• Enables reach and support of wide range of groups - 14,000+
members across a range of sectors
• Our Mission:“Support changing knowledge, attitudes and behaviours towards
death, dying and bereavement, and through this to make ‘living and dying well’ the norm.”
Method - Coalition
Why we don’t talk about dying
19% of men16% of
women
Death is a long way off
I am too young to
think about it
47% of men 43% of women
20% of 75+
3% of 75+
Dying Matters activities
• Materials to encourage conversations
• Toolkits to support awareness raising activities
• Film ‘A Party for Kath’• Lesson plan for schools• Website with information on
dying, death & bereavement
• Held an Awareness Week 2010 & plan another 16 – 22 May 2011
• GPs – improving end of life conversations with patients
• Community Programme – local awareness raising
• Involving people –• BME, disabled • homeless• traveller groups • Schools
We have Produced We have also...
A website as main point of contact
• People want help• But – Dying Matters is a ‘virtual’ organisation
• A website would be our primary point of contact for both coalition members and the public
• Linking and signposting
Reaching our target audience
•Dying Matters target two main target audience groups are aged 55 to 65 and 65 to 75
•An easy-to-use site with resources to match•Keeping it simple•Writing for the web
Phase 1 - delivered
• New site online February 2010
• Core content of information and downloadable resources
• PDF versions of Dying Matters leaflets, posters etc
Phase 2 - in progress
•Assessing the impact and effect of the existing website
•What worked and what didn’t?•What did people think?•How could we develop the site?
Creating a Dying Matters community
Our slogan is ‘Let’s talk about it’ - so let’s talk about it!
What is social media?
Social media is an ‘umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.” *
•It is fast moving and innovative.
•It allows the creation & exchange of UGC.
•It can reach large or small audiences.
•It is accessible.
•It is easy to use.
•It is immediate.
* www.wikipedia.org
Why is social media at the heart of our online strategy?
• To fulfil expectations.
• To reach out to and engage with supporters.
• To increase search rankings.
• To counter downward trend in traditional media.
• Because it’s not going away.
How Dying Matters users currently engage with us
Facebook Key Stats - February 2011
• 574 ‘Likes’ (up 10% month on month)• 525 monthly active users (up 23%)• 32, 440 post views (up 88%) • 224 post feedbacks (up 111%)
GENDER
74% women 22% male
AGE
45-54 28%
35-44 24%
25-34 21%
55+ 10%
18-24 8%
13-17 2%
Twitter and YouTube
Followers: 368 (up 27% month on month) Uploads: 5Channel views: 519Total upload views: 777
YouTubeTwitter
DM online community area, 1st iteration
ForumsBlogs
Widgets
What next?
Define community by geographical location Define community by circumstance
Offer an increasingly bespoke service
Individual user profiles Additional online tools and applications
Also…
● Name three key things that would make you use the DM community. ● What tools would make using the DM community area easier? ● What would encourage you to return to the DM community? ● How important is moderation to a community such as DM?
Thank you
Some questions for you
● What would encourage people in your community to visit the Dying Matters site?● How do people engage with your own organisation’s website?● What would you change about it to increase engagement and participation
Some more questions...
Join in Dying Matters Awareness Week 16 to 22 May 2011
Hilary Fisher – Dying Matters Coalition DirectorMatt Lloyd – Dying Matters Support Manager
Sarah Stone – Dying Matters Online Community Manager
08000 21 44 66