1. Blackpool Council Health OSC December 7 2010 NHS Blackpool Approach to Social Marketing Insight Choose Well Richard Emmess

2. Aim of the presentation: Describe how we can use Mosaic data to assist behaviour change Example - Choose Well A&E/ Urgent Care architecture: Choose well was contributory to a reduction in A&E attendances as were: Whitegate Health Centre opening (2009) Walk in Centre Relocation (2009) GP Led Health Centre Opening (2009) Practice Based Commissioning A&E Deflection Scheme Walk in Centre/GP Led Merged (2010) Integrated working between GP Led/WIC and Urgent Care Centre at BVH = single point of access to Emergency and Urgent Care (2010)

5. Blackpool Electoral Wards Life Expectancy and Health Life Expectancy

7. Ranked months of Life Lost by cause - NHS Blackpool - 2006-2008

8. Mosaic Group D25Postcodes: binge drinkingAlcohol hospitalisation rates

9. Mosaic Groups F -Welfare Borderline J – Grey Perspectives G – Municipal Dependency D – Ties of Community

10. A&E attendance by Mosaic Risk: Over 25% greater risk than Blackpool Average Up to 25% more than Blackpool average Blackpool average or less

11. Electoral Wards Ingthorpe Park Clifton Common denominators: Mosaic Group “F” and “G” Blackpool Coastal Housing Social Landlord Low number of alternatives roximity to A&E BVH A&E

13. Overview Dependent on state High TV watching One parent families Low rise council housing Long term illness Unemployment Low incomes Disadvantaged Access Information Receptive: Local Papers Face to Face Non Receptive Internet Service Channels Receptive: Face to Face Non Receptive Internet Telephone/Mobile Post

14. G – Municipal Dependency F- Welfare Borderline Greater than the Blackpool average: Emergency Attendances Ambulance pick ups A&E Admissions

15. Our response: A5 “Your Guide to Local Health Services” delivered to every household Fridge magnet included in guide with useful numbers Your Blackpool free newspaper feature on Choose Well Posters and “Your Guide” promoting Choose Well: o Practices o Pharmacies o A&E o Libraries o Housing Offices o Blackpool Coastal Housing Newsletter o Local Shops in key areas

16. Ingthorpe, Park, Clifton: Blackpool Coastal Housing Health Road Shows Presence in Housing Offices Church Halls etc. o Choose Well information o Blood Pressure Screening o Alcohol Awareness o Lung Age Checks o Quit Smoking o Healthy Weight Assessments o Health Eating o Lifestyle Advice o Child Immunisation o Dental Access and Oral Hygiene Advice

17. From October 2009 to February 2010 a 13.2 % reduction in A&E Admissions

18. Key Points: Mosaic Data – when placed next to Public Health Data can become a useful tool for targeting information This presentation contains only a fraction of the Mosaic data available Mosaic profiles also form the basis of our JSNA Our demographics and geography allowed us to focus on very defined communities

19. Thank you