1. Connecting With Our Stakeholders A Strategy For
Communications and Engagement
Tracy Holmes, Comms /Engagement Lead
Mike Frazer, Board Lay Member
Paul Vose, Board Lay Member
The Cancer Alliance is part of West Yorkshire and Harrogate Health and Care Partnership -

2. Communications and Engagement Strategy
Board approval November 2016
Key to delivery of business objectives
‘Wrapping services around our people’
Publicly available via website
Seen as exemplar by other Alliances
Much remains relevant – ambitions, principles, core messages

3. Drivers For Review Maturity of the Cancer Alliance
Ensure fitness for purpose 18 mths on
Take stock of progress/gap analysis
NHS Long Term Plan
Changes in Alliance infrastructure and work programme
Ensure optimum use of resources focused on priorities
Fine-tune messaging
Reality check on channels

4. Where The Strategy Fits….
NHS England national network of Cancer Alliance comms/engagement
Northern Alliance collaboration
WYH Health and Care Partnership – system leader for cancer
Supporting our partners with cancer comms and engagement
*Messaging *Campaigns
*Practical help *Endorsement

5. Progress - Communications
Establishing comms as integral to the business, not an ‘add on’
Establishing WYH CA ‘brand’ and identity – we are all the Alliance, part of Health/Care Partnership
Establishing PMO as ‘hub’ for all things cancer, system leaders
Strong comms to support effective engagement
Board Briefing to support cascade of key messages to staff across WYH
Online/digital comms – website, Twitter, Facebook, Instagram
Alliance Matters – full/tailored versions

6. Progress - Communications
Case studies to support workstreams eg symptom awareness, screening,
Video production
Positioning through vlogs/blogs/media
Strengthened links with national charities – mutual support, endorsement
In support of specific projects/activity eg
targeted lung health checks, bursary scheme, personalised support project in Bradford

7. Personalised Care – Bradford
Partners: Cancer Support Yorkshire, Bradford Teaching Hospitals, WYH Cancer Alliance, Bradford and District CCGs, funding from Macmillan Cancer Support……..
Agreed messaging and approach by all partners
Patient information
Media releases
Marketing materials
Project photography
Patient stories
Primary care engagement
Attendance at events eg NHS England personalised care
Production of video - WYH Health and Care Partnership ‘making a difference’ case study

8. Review/Action: Comms Including:
Reflect NHS LTP priorities ie rapid diagnostic centres, targeted lung health checks, personalised care, screening
‘Internal’ communications across a larger PMO workforce
Overhaul of Cancer Alliance website
Improve analytics for digital activity – activity versus impact
More media as Alliance matures – celebrating success and innovation
Photolibrary

9. Progress: Patient/Public Engagement
Appointment of Lay Members to Cancer Alliance Board – wider reach into patient forums and communities
Patient Experience Group:
- Expert advice and oversight
- Patient panel ‘co-opted’ members, lived experience
- Cancer Outcomes Assessment Framework
- Breast Cancer Now Service Pledge

10. Progress: Patient/Public Engagement
Community/Patient Panel:
National exemplar – good practice
Run by Healthwatch Wakefield
Supporting Alliance workstreams
Around 30 members
Clear brief to be representative across geography, age, gender, tumour type, etc.

11. Panel Member Age Range
Male
Female 1 3 2
60 – 65
65+ 4
Unspecified

12. Progress: Patient/Public Engagement
Community/Patient Panel:
Bi monthly meetings
USP – supporting Alliance workstreams
‘Top Tips’ guide for PMO team
Engagement in projects eg cancer care reviews, palliative care, risk stratified follow-up
Co-production eg optimal pathways
Bringing lived experience to service development eg improvement collaborative July 2019
Long Term Plan engagement

13. Progress: Patient/Public Engagement
Specific engagement around CYP/Teenage and Young Adults – collaboration as early adopters of service specific specification
Working with Teenage Cancer Trust, Bone Cancer Research Trust (large % of young patients)
Support for related Health and Care Partnership workstreams eg unpaid carers
Political engagement through existing structures eg Health and Wellbeing Boards, Joint Health Overview/Scrutiny
Developing patient networks and stories
Working with lay members to identify other opportunities…..

14. Connecting With Local Communities Mike Frazer, Lay Member
Pilot: Bradford Patient Network
Every GP surgery contractually obliged to have a Patient Participation Group
Patient Network - over 70 GP surgeries represented, plus social media links into wider local populations
Cancer Focused Event – Cancer Alliance, Bradford Districts CCG, Cancer Research UK
Stands from Prostate Cancer UK, Cancer Support Yorkshire, Pennine Breast Screening
66 attendees across two sessions

15. Connecting With Local Communities Mike Frazer, Lay Member
Pilot: Bradford Patient Network
Opportunity to focus on critical issues of local interest, in context of partnership working within the Alliance, ie…..
‘Shockingly’ low uptake of cancer screening in Bradford City
Now looking at how community and faith leaders can be further involved in tackling the issue alongside health/care partners
Strong positive feedback from attendees

16. Connecting The Cancer Community Paul Vose, Lay Member
Strong links with the Yorkshire Cancer Patient Forum
New role - National Patient and Public Voices Forum
Connecting national, regional and local networks
Shared experience and learning

17. Review/Action: Engagement
Including:
Learn from what does/doesn’t work
People affected by cancer WANT to share/engage
Opportunity to influence – involvement and co-production, not just information sharing
Don’t neglect face to face at community level in favour of digital engagement
Roll-out of PPG pilot?
Commission formal review of patient panel
Involve patients in strategy review
Seldom heard groups, other ways of reaching people
Revised draft strategy back to Board July 2019

18. Twitter: @WYHpartnership or @profseanduffy
The Board is:
Asked to note and comment on progress and achievements to date
Invited to seek further clarity or information, where needed
Advise on any perceived gaps or weaknesses to be addressed in strategy review
Agree to consider revised strategy in July 2019
The Cancer Alliance is part of West Yorkshire and Harrogate Health and Care Partnership -