Experian analysis supports innovative Local Heroes campaign

Following a successful communications campaign run by Tower Hamlets Primary Care Trust with support from Dr Foster Intelligence’s social marketing team and analysis by Experian, there has been a significant reduction in the number of inappropriate accident and emergency attendances at the Royal London Hospital.

Tower Hamlets had a problem with the mounting cost of inappropriate use of A&E departments, with people going to A&E with minor symptoms, such as headaches, diarrhea and vomiting and fainting, which could be better treated outside hospital.

A 6 per cent year-on-year reduction in visits over a four month comparison period from 2005/06 and 2006/07 has led to a more effective service for the local population and, with A&E services costing between £55 and £100 per visit, significant cost savings for the PCT. When compared with other local hospitals, Tower Hamlets PCT was the only trust that recorded a decline in A&E attendance.

Dr Foster Intelligence and Experian worked together to provide the research that allowed the project team to better understand Tower Hamlets PCT’s diverse, growing population and then plan and implement an effective communications campaign. Experian’s Mosaic Origins was used to pinpoint the ethnic, cultural and linguistic backgrounds of A&E users.

Mosaic Origins is a software application that classifies people according to the part of the world from which their forebears are most likely to have originated. Every person is placed into one of 195 Origins types, which can be grouped by type of name, religion, language or geography. The analysis found that while inappropriate A&E visits spanned many groups, repeat users (who used A&E several times a year for minor symptoms) were most often of Bangladeshi origin in the 20-30 year old age group. In fact, 30 per cent of Bangladeshi A&E attendees had visited the department three or more times in the past year.

As a result of this understanding, Tower Hamlets PCT launched a communications campaign designed by Dr Foster Intelligence to educate patients about common symptoms, and about the type of treatment that can be provided by GPs. The campaign worked with the local Bangladeshi community to create a better understanding of the role of ‘local heroes’ such as GPs, pharmacists and health guides. Posters were displayed in key venues, including community centres and mosques, with leaflets distributed by local people from the target group. Two local surgeries completed direct mail campaigns. Leaders in the local Bangladeshi community became key communicators of the ‘local heroes’ message, encouraging people to use their GPs in the first instance, with A&E only as a last resort.

The most high-profile aspect of the campaign was a stall in Whitechapel market. Run by ‘local heroes’ and volunteers, the stand provided information and contacts for the local community, and distributed material to promote alternatives to emergency care that would more effectively treat local residents’ concerns and health problems.

The resulting 6 per cent reduction in A&E attendance from October 2996 to January 2007 was consequently matched by a corresponding rise in appointments and attendance at local GPs in Tower Hamlets.

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