An NHS campaign to encourage UK specialists to adopt latest medical technology has proven a success, say its organisers, who point to the fact that more than 20,000 doctors were engaged in the six-month programme.
The campaign, run by the NHS Technology Adoption Centre (NTAC) and Britain’s largest online network of doctors, Doctors.net.uk, promoted a series of ‘how to, why to’ guides designed to drive the adoption of innovative technologies to improve patient care.
Organisers say the campaign demonstrates how clinicians are being empowered to deliver better ways of working, as challenged by the QIPP agenda – the Government’s drive to share examples of local efficiency and best practice throughout the NHS.
The campaign fully utilised the power of the internet and Doctors.net.uk to disseminate information in a series of timed releases and interactive ploys.
The core of the campaign, which was launched in February, was a branded microsite from where doctors could browse summaries of the guides before downloading them.
The three guides – dealing with ‘Doppler Guided Minimally Invasive Intraoperative Fluid Management’, ‘Seldringer Suprapubic Catheter’ and ‘Insulin Pump Therapy’ were published periodically, requiring a programme of activity to retain interest over an extended period of time.
Doctors.net.uk then created a series of hooks, including a discussion forum and an online competition – to encourage repeat visits and assess levels of understanding.
More than a quarter (27%) of those who logged on were consultants or registrars and a high proportion worked across NTAC’s areas of anaesthetics and ITU, general surgery, emergency medicine, general practice and paediatrics.
Simon Grime, head of public sector for Doctors.net.uk, said: “With the guides launching over a period of months, the campaign focuses on a programme of activity and resources – including the blog forum and competition – to maintain levels of interest throughout. This approach has been extremely effective, with the campaign proving to be one of our most successful to date.”