Presentation title and subject

Tim Bartlett Vicki Mathias Head of Marketing Press & Social and Communications Media Manager

The move and opening of the new Southmead Hospital

What does the new Southmead Hospital look like

Facts and Figures: 9 years in the making � Brunel building at Southmead

Hospital Bristol � 114,000m2

� 6 levels � 800 beds � 24 theatres � 48 intensive care beds � 7,500 staff � 2,700 parking spaces � 35 buses onto site per hour

What were the communication messages � Frenchay and Southmead Hospital teams coming together

� Emergency Department moving from Frenchay to Southmead

� Chlidren’s Emergency  Department  moving  to  Children’s  Hospital

� Telephone numbers changing for all services

� Women’s  &  Children’s  services  are  remaining  in  the  same  building    

at Southmead Hospital

What were the communication challenges � Reassurance and confidence to all – On time and on budget

� Dates were fixed from a year out

� 27 March - occupancy � 12 May - first patient move � 17 May – Intensive Care moves � 19 May – Emergency Department moving � 28 May – complete

� Managing the risk – openness vs. courting disaster

� 500 patients moved across the city � 23 intensive care unit patients � Frenchay Hospital Emergency Dept shuts at 2am

� Traditional and new communicational channels

Public research: Pre-campaign � Not all aware Frenchay services and staff were moving � The staff gave Frenchay its strong reputation � Balance between practical information and emotional

reassurance � Key values: Friendly, human, expertise, reputation,

excellence, caring � Public understand the term A&E rather than ED

� Surveyed 5,000 public members � 95% said Accident & Emergency or A&E

Public advertising campaign concepts

Brand new hospital, same familiar faces

Campaign deliverables Channel Volume Audience Reach Door drop 347,735 households 347,735 households 48 sheets 20 sites 853,000 Bus streetliners 18 buses 1,442,070 Bus rears 23 buses 2,525,360 Pharmacy bags 45 pharmacies 102,025 Phone boxes 40 boxes 854,329 Press adverts 7 insertions 163,901 Magazine adverts 5 insertions 39,500 Radio advert 425 plays 551,000 Online Various 4,800,000 Schools / GPs 107,585 print 107,585 PR 164 mentions Social media 120 posts 9,042

Bringing the media into the move � Live from the Atrium

� Following the patients

� Inside A&E

� But not Intensive Care

Social media activity � We wanted to create an insight into the move

� 120 Twitter and Facebook posts � Key milestones achieved � Staff telling their stories � Interesting detail � Key facts and figures

Use of film – our You Tube channel

Campaign results Market research, post move, across of 200 people, showed: � 84% aware that staff & services had moved from Frenchay to Southmead

� 82% were aware that A&E had moved from Frenchay to Southmead

� 71% remembered seeing at least one item of campaign material

� 64%  were  aware  that  Women’s  and  Children’s,  along  with  other  services  

remained unchanged at Southmead

� 25% were aware that the telephone numbers had changed

� The value of the positive media coverage from 164 news items was 394,779

� Typically, tweets or Facebook post were reaching about 9,000 people

We’re  definitely  over  the  honeymoon  period � Snags and teething problems � Busy main entrance – buses and parking � Theatre difficulties � Catering

� Expectations have been raised

� Operational pressures remain

� Remain open and transparent � Be robust and provide spokespeople � Correct online where factually wrong

Lesson learnt � Do your research to start off on the right foot

� Understand the problem you need to solve

� Be brave, manage your risks, accept the hiccups

� Internally, be a force not a responder

� Demonstrate  your  value,  once  it’s  finished