Our aim
From April to July 2021, West Yorkshire Health Care Partnership worked collaboratively with partners and organisations to create and implement a communications toolkit to support the increased system pressure experienced by the Urgent and Emergency Care (UEC) services. The aim was to broadcast consistent messaging and information with regards to the process of how the public could access health services when needed. This included the promotion of NHS 111 First and the underlining message to patients and public that your local general practice is ‘open for business’.
- Following relaxation of lockdown measures (April 2021) our urgent and emergency care (UEC) experienced extremely high pressures on services and staff.
- Some Trusts saw increases of over 100 patients attending the Emergency Department (ED) on the most challenging days.
- Data showed a big increase in the young patients attending the Emergency Department (ED), for some Trusts this equated to an 80- 90% increase (from Jan 21 figures).
Our approach
The social media toolkit consisted of a range of informative messages and assets, consistent with the campaign’s objectives. We highlighted the fact that our GP practices, hospitals and community pharmacies were all facing increasing pressures and if people did become unwell it is important, they get the right care in the right place. Our delivery was designed to inform/signpost the public and patients and avoid a surge of demand in any one area.
Social media graphics
We also increased the promotion of self-care and three new social media graphics were created to promote community pharmacies. These also included reminders for people to adhere to current guidance and #BeKind reminders.
Media release
A media release urged people to support the NHS by choosing the right care at the right time in the right place. This included the voice of a Clinical Director for emergency medicine on behalf of The West Yorkshire Association of Acute Trusts (WYAAT) and local GP speaking on behalf of primary care community.
Insight report
The UEC Board commissioned an insight report into the behaviours of young adults (aged around 20-29) who are attending emergency departments, including for non-emergency needs. This is to inform and influence any plans around ensuring these young adults are better informed about the alternative urgent care services across each of our places in West Yorkshire.
Whilst we stressed our EDs are for accidents and emergencies only we also shared reminders advising people not to delay seeking appropriate treatment should they have concerns regarding ongoing conditions, their mental health or any possible cancer symptoms.