The Campaign: ‘My Family Doctor Cares’BC Family Doctor Day, to tell localized stories about the...
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PUBLIC POLLING INSIGHTS 92% of British Columbians with a family doctor feel their physician plays an important role in their overall health. Characteristics such as ‘caring’, ‘empathetic’, ‘not feeling rushed’, and ‘ability to listen’ are key traits the public values about their family physician. Also valued is knowledge and accuracy of judgement, and having a long-term relationship with their doctor. “Continuity of care provides better health outcomes” is the message that the public felt most compelling The public sees family physicians as their advocates within the health care system. “Family doctor” is the term most commonly used by the public (51%), followed by GP (34%) and family physician (11%). Asked to describe the different roles of family physicians and nurse practitioners, over half are not aware of the role of a nurse practitioner, and among those who did have a response, basic healthcare services and assistance to doctors are the most commonly described roles. The BC College of Family Physicians (BCCFP) is launching a public awareness campaign called “My Family Doctor Cares”. By strengthening public awareness of the value of a long-term relationship with a family physician, we aim to galvanize public support, and ultimately, influence government representatives and policy makers. The campaign is based on insights derived from recent research conducted by the BCCFP with both the public and our members. Public polling shows that the public values the role family physicians play in their overall health. Member polling shows that family We’re using the term “family doctor” because research shows more than 50% of the public refer to us by that name. We are using the first person – “My” – to make it personal. And, we are using the term “Cares” because that is how the public describes their family doctors – as caring. Research shows that better health outcomes are related to patients having an ongoing relationship with a family doctor 1 physicians are feeling undervalued and overburdened by a health care system that challenges their ability to provide the continuity of care they believe their patients deserve, and impacts the quality of experience that initially drew them to practice family medicine. As the only organization that represents the comprehensive voice of family physicians in BC, the BCCFP understands the experience of being a family physician. The BCCFP is working to support our members in advocating for sustainable, patient-centred care. We are the ideal organization to mount a public awareness campaign on the value of the family physician to the health care system. My family doctor takes the time to know me and my family history… because they care. My family doctor helps me navigate the health care system… because they care. My family doctor advocates for me…because they care. My Family Doctor Cares. The Campaign: ‘My Family Doctor Cares’ A campaign by 1 Starfield, Shi, Macinko (2005). Contribution of Primary Care to Health Systems and Health. The Milbank Quarterly, Vol. 83, No. 3, 2005 (pp. 457–502)
Transcript of The Campaign: ‘My Family Doctor Cares’BC Family Doctor Day, to tell localized stories about the...
PUBLIC POLLING INSIGHTS
92%
of British Columbians with a family doctor feel their physician plays an important role in their overall health.
Characteristics such as ‘caring’, ‘empathetic’, ‘not feeling rushed’, and ‘ability to listen’ are key traits the public values about their family physician. Also valued is knowledge and accuracy of judgement, and having a long-term relationship with their doctor.
“Continuity of care provides better health outcomes” is the message that the public felt most compelling
The public sees family physicians as their advocates within the health care system.
“Family doctor” is the term most commonly used by the public (51%), followed by GP (34%) and family physician (11%).
Asked to describe the different roles of family physicians and nurse practitioners, over half are not aware of the role of a nurse practitioner, and among those who did have a response, basic healthcare services and assistance to doctors are the most commonly described roles.
The BC College of Family Physicians (BCCFP) is launching a public awareness campaign called “My Family Doctor Cares”. By strengthening public awareness of the value of a long-term relationship with a family physician, we aim to galvanize public support, and ultimately, influence government representatives and policy makers.
The campaign is based on insights derived from recent research conducted by the BCCFP with both the public and our members.
Public polling shows that the public values the role family physicians play in their overall health. Member polling shows that family
We’re using the term “family doctor” because research shows more than 50% of the public refer to us by that name. We are using the first person – “My” – to make it personal. And, we are using the term “Cares” because that is how the public describes their family doctors – as caring.
Research shows that better health outcomes are related to patients having an ongoing relationship with a family doctor1
physicians are feeling undervalued and overburdened by a health care system that challenges their ability to provide the continuity of care they believe their patients deserve, and impacts the quality of experience that initially drew them to practice family medicine.
As the only organization that represents the comprehensive voice of family physicians in BC, the BCCFP understands the experience of being a family physician. The BCCFP is working to support our members in advocating for sustainable, patient-centred care. We are the ideal organization to mount a public awareness campaign on the value of the family physician to the health care system.
My family doctor takes the time to know me and my family history…because they care.
My family doctor helps me navigate the health care system…because they care.
My family doctor advocates for me…because they care.
My Family Doctor Cares.
The Campaign: ‘My Family Doctor Cares’
A campaign by
1 Starfield, Shi, Macinko (2005). Contribution of Primary Care to Health Systems and Health. The Milbank Quarterly, Vol. 83, No. 3, 2005 (pp. 457–502)
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CAMPAIGN ELEMENTSThe BCCFP’s My Family Doctor Cares campaign will use an integrated, multi-channel approach, incorporating TV and online advertising, media relations, government communications and member support. The campaign will target the general public, government representatives, and BCCFP members, and will strengthen public awareness of the value of a long-term relationship with their family doctor.
1. CAMPAIGN LOGO & BRAND The brand will be applied to all campaign materials, and works together with BCCFP’s visual identity as the “sponsor” of the campaign.
5. MEDIA RELATIONS A multi-pronged media relations approach will include submitting Opinion Editorials to provincial media; on-air interviews with BCCFP members and others on Global, CTV, and CHEK; and leveraging opportunities, such as BC Family Doctor Day, to tell localized stories about the valuable work being done by family doctors across the province.
6. GOVERNMENT COMMUNICATIONS A Position Paper based on research findings will be shared with Government, followed up by a Day at the Legislature where BCCFP hosts an event with MLAs.
7. MEMBER SUPPORT A number of members have expressed interest in participating in the campaign. Campaign materials (for in-office use and use on physicians’ own social channels) will be made available. Contact BCCFP for more information.
2. WEBSITE (MYFAMILYDOCTORCARES.CA) A public-facing microsite, hosted on BCCFP’s server, will contain campaign-related content, including information for those who are concerned about access to family doctors in BC.
3. PAID ADVERTISING: TELEVISION TV advertising will focus on high value News programming, as it is the most unlikely to be PVR’d and people watching News are already in a more serious mindset. Ads will run on Global TV, CTV and CHEK over a three-month period (Jan – April).
bccfp.bc.ca
4. PAID ADVERTISING: DIGITAL Digital advertising will be used for its versatility, allowing viewers to interact on any device – cell phone, tablet, or desktop. Geo-targeting of digital ads will allow us to target audiences in specific geographic locations.
System compromising family physicians’ ability to provide the comprehensive, longitudinal care that British Columbians deserve
