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The Grey Healthcare Group Cause Marketing Award

Winner

Healthy Living Pharmacy

NHS Portsmouth in association with The Tipping Point


Summary of work

Winner: NHS Portsmouth in association with The Tipping Point

Pharmacy, based in the heart of the community, is well placed to tackle health inequalities. However, awareness of the wide and varied services on offer was low.

NHS Portsmouth (PCT) recognised the potential to address significant health challenges within the city, yet needed to raise public awareness of what was on offer and improve delivery of community pharmacy services, in line with the QIPP agenda. NHS Portsmouth began developing the Healthy Living Pharmacy (HLP) concept during 2009/10 and the first HLPs were accredited in June 2010 showing significant quality and productivity improvements.

With around 50 per cent of the 38 contractors having now received the HLP Quality Mark, the public is enjoying better access to services. In the past year, pharmacy has delivered 664 smoking quits; 38 per cent higher than the previous year and 148 per cent of target. Some 1200 respiratory patients have received a Medicine Use Review; 70 per cent uncontrolled, 74 per cent with adherence issues and 48 per cent have shown improvement.

The public campaign was critical to changing beliefs and attitudes and creating demand and awareness; evaluation shows use and satisfaction ratings have increased for local NHS services through community pharmacy and greater awareness in pharmacy.

Heart of Birmingham, Southampton, Isle of Wight, Essex, Bucks and Milton Keynes have also launched HLPs. The national pharmacy bodies are now supporting the roll out across England through a pathfinder programme, with significant interest from around half of PCTs across the country. The Department of Health is keen to see whether the results seen in Portsmouth are replicable in areas with different demography, health inequalities and geography.

Judges comments

“This achieved results and captured the hearts of ministers. It is an elegant pharmacy campaign that shows how pharmacies can be used in reaching government targets. Using retail pharmacy to get coverage was the real trick in terms of developing a sustainable programme. There is a real sense of team – it wasn’t simply about the pharmacist but what the whole team could provide and contribute.”

Highly commended

Which one is easier to carry? - East Sussex County Council in association with 90TEN Healthcare


Finalists

The ONE Programme: Excellence in Optic Nerve Evaluation (ONE) - Pfizer in association with Quintiles Medical Communications