Camden CCG commissions health services for people living in the London Borough of Camden. They set up a project team to develop Care Integrated Digital Records (CIDR), enabling health and care professionals to bring together and view all the clinical information held about a patient. CIDR aims to ensure that patients receive the best possible care wherever they are being treated in Camden and do not have to repeatedly give the same personal details or undergo unnecessary repeat tests or investigations.
The CIDR team engaged us to provide communications support for the project to:
- Raise awareness of the benefits of CIDR
- Explain the consent model used
- Maximise participation of both patients and health and care professionals
- Manage any reputational risks emerging from the project and its use of personal data.
- Working closely with the client and stakeholders, we developed a communications and engagement plan for the project and worked up its key messages. We surveyed 500 residents through Camden Council’s community researchers as well as engaging with Camden CCG’s patient and public engagement group and a designated patient representative.
All Camden residents were informed about the project and what it meant to them through materials dropped through their letterbox. We produced a leaflet and guide to the consent process for patients and different versions for health and care professionals. All printed material was developed with and signed off by the patient representative.
We built a website to keep all stakeholders updated, promoting this through social media. GPs were engaged though Camden CCG’s email newsletter and GP website and at locality meetings.
We proactively engaged local media and prepared robust reactive lines in case of negative enquiries.
Four short videos – one entirely animated – were produced aimed at health and care professionals and patients and members of the public. Two were designed to be shown on screens at GP surgeries.
To raise awareness of the project throughout the sector, we worked with the CIDR team and their technology provider, Orion Health, to submit entries for the Health Technology Newspaper and Health Service Journal awards.
CIDR is now widely used by health and care professionals across Camden. It was adopted by neighbouring Barnet CCG, won the Health Technology Newspaper award and was shortlisted for the Health Service Journal award.
We achieved positive local media coverage while avoiding adverse publicity, either through conventional or social media, on CIDR’s use of personal data (despite operating in an area where the public were particularly sensitive about this issue).
Our contract with Camden CCG for this work has been extended until April 2018.