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Mike Newton-Ward, MSW, MPH

Mike Newton-Ward, MSW, MPH. Enhancing QIO Efforts with a Social Marketing Approach—Case Study. The Care Reinvention through Innovation Spread National Coordinating Center for the Medicare Quality Improvement Organization Program. April 23, 2012. 1.

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Mike Newton-Ward, MSW, MPH

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  1. Mike Newton-Ward, MSW, MPH Enhancing QIO Efforts with a Social Marketing Approach—Case Study The Care Reinvention through Innovation Spread National Coordinating Center for the Medicare Quality Improvement Organization Program April 23, 2012 1

  2. Case Study:Reducing Medical Errors in Hospitals What: 44,000 – 98,000 deaths yearly attributable to medical errors Intervention: Use WHO surgical checklist (www.who.int/patientsafety/safesurgery/en/index.html)

  3. Case Study:Reducing Medical Errors in Hospitals Formative Research • SWOT Analysis among surgical staff • Key informant interviews with surgical team members/disciplines • Key informant interviews with quality assurance manager, nurse manager

  4. Case Study:Reducing Medical Errors in Hospitals Formative Research Results • Strength: Everyone on team is interested in patient safety. • Weakness: The team is composed of different disciplines.

  5. Case Study:Reducing Medical Errors in Hospitals Formative Research Results • Opportunities: 2010 Affordable Care Act has incentives & penalties • Threats: Not required elsewhere. Surgeon may decide to take his/her business there.

  6. Case Study:Reducing Medical Errors in Hospitals Formative Research Results • Surgeon: doesn’t see a need for change • Anesthetist: not comfortable with change • Cardiac Perfusionist: indifferent to change • Circulating Nurse: ready for change as surgical errors impact her outcomes

  7. Case Study:Reducing Medical Errors in Hospitals Formative Research Results • Surgical Medical Equipment Tech: ready for change but feels powerlessness • Scrub Nurse: thinks about change but doesn’t want to disrupt status quo

  8. Case Study:Reducing Medical Errors in Hospitals Audience • Circulating Nurse: ready for change as surgical errors impact her outcomes

  9. Case Study:Reducing Medical Errors in Hospitals Behavioral Goals Desired Behavior: Increase use of WHO surgical safety checklist ST Goal: Train team members; use at one surgery/day for 120 days; circ. nurse reports about implementation

  10. Costs Disruption of work flow Group norms about role of circ. Nurse Discomfort of varying routine Benefits Enhance surgical ability Avoid embarrassment & stress Enhanced job satisfaction Pride in patient outcomes Case Study:Reducing Medical Errors in Hospitals Exchange

  11. Case Study:Reducing Medical Errors in Hospitals Product • Surgical checklist • Post surgical debriefing on pros and cons of use

  12. Case Study:Reducing Medical Errors in Hospitals Price • Training in use of checklist • Team discussion of implementation • Public recognition of successes • Monetary incentives • Peer presentations on successful adoption and use

  13. Case Study:Reducing Medical Errors in Hospitals Place • Surgical suite

  14. Case Study:Reducing Medical Errors in Hospitals Promotion • Large laminated list in surgical break room • Daily reminders (e-mail, social media, mobile phone, other preferred channels) • Brightly colored stickers on top of surgical schedule clipboard

  15. Case Study:Reducing Medical Errors in Hospitals Evaluation • Pros & cons of implementation • % correct implementation • Rate of medical complications/death due to surgical errors

  16. Presenter Information Mike Newton-Ward, MSW, MPH Social Marketing Consultant North Carolina Division of Public Health/ Social Marketing National Excellence Collaborative E-mail: mike.newton-ward@dhhs.nc.net

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