Katrina Maclaine Principal Lecturer - Advanced Nursing, London South Bank University

1. Turn your idea into reality ! Katrina Maclaine Principal Lecturer - Advanced Nursing, London South Bank University maclaik@lsbu.ac.uk

2. Overall Aim To encourage and better equip Advanced Nurse Practitioners to be pro-active in service innovation and thereby maximise their impact on health care delivery

3. Plan for this workshop • Highlight opportunities for ANP’s • Using the Marketing Mix • Recommended resources

4. Multiple opportunities ?????? • Your ideas ? • Political climate • Economic drivers • Social issues • Nursing development

5. One approach …The Marketing Mix Why Marketing ? • Managing the exchange between those who provide a service and those who receive it (McDermott, 1996) • Involves identifying, anticipating and fulfilling customer needs

6. The Marketing Mix (the P’s) • Can also use to : • Underpin a proposal to develop an existing service • Change your role as an ANP • To bid for funding • To tender to provide a new service May have specified format, but include all following information within your submission

7. Do your homework ! – Market Analysis • Need to consider : • Patient’s / User’s profile • Market profile • Target group ie the decision-makers Don’t underestimate the time needed to do this or the value

8. Patient’s / User’s profile Conduct Scoping Exercise to determine : • Numbers • Demographics • Characteristics • Predicted trends • Distribution • Inequalities • Current pathway and experience • What are their unmet health care needs ?

9. Market profile – what is already happening ? • Literature reviews / networks • Similar initiatives (locally, nationally, globally) • Competitors ? Service differentiation ? • Failures ? How will you avoid problems ? • Evaluation of existing provision eg Efficient ? Effective ? Meeting organisational objectives ? Achieving standards for EBP ? Outcomes ? • SWOT

10. Get to know the Target Group “Decision-makers” • Structure • Stakeholder map - key players / allies • Current priorities / Organisational objectives / Targets • Internal & External Issues eg Workforce, EWTD, • PEST (Political, Economic, Social/Psychological, Technological) • What are they looking for ? “HOOK” • What is “Value for Money” for them ?

11. Maximise impact and success • Tailor the proposal so most likely to gain approval from the decision-makers • Consider focus of content, language, method of presentation and layout

12. PRODUCT • Describe the nature, purpose and focus of proposed service • What will the ANP provide ie core service, scope and level of practice ? • Needs to answer the question “Why a NP?” • Support attributes and benefits with ANP research evidence and other similar initiatives that included ANP’s

13. Service Differentiation – What makes your service distinctive from comparable others ? Why an ANP and not someone else ? • What is your Competitive Advantage ? • SWOT of your proposal • SNOB (Skills, Needs, Opportunities, Barriers) • Anticipate misapprehensions • Illustrate different approach with Patient Scenario – before and after

14. PEOPLE : Customers and Personnel • Benefit to those who use service ? • User’s journey • Outline personnel needs to support the service eg Admin, Receptionist, Doctor for death certs, prescribing, sick notes • Strategy to free you up eg employ HCA • People you need to collaborate with and how

15. PLACE • Proposed location with rationale • Proposed timing with rationale • Need to tailor both to patient’s preference, maximise accessibility, nature of service being offered • How will create right ambience ?

16. PHYSICAL • Room/furniture/equipment/stationary/tech-nology/supplies needed ? • Do Clinical Guidelines or PGD’s need to be written ? Who will do this and how long will it take ? • Medication – supplied ? How sourced ? • Any security issues ? • Health and safety

17. PROCESS • Proposed timescale for development and implementation • Establish a Steering Group ? • PROS: Helps buy-in to service from organisation, multi-professional team and other agencies • Can include patient representative to maximise involvement • CONS: Can dilute decision-making or detract from original intent

18. PROCESS : continued • Project plan with SMART objectives • Change job descriptions • Consider medico-legal issues • Any skills development needed before start • Anticipate any issues eg with referrals

19. Determining the benefits • Pilot ? • Evaluation strategies (both short and long term) • Key Performance Indicators for success ? For you and the decision-makers • What data/information needs to be collected ? How frequently ? • Methods

20. PRICE – Value for Money • Can’t avoid addressing this ! • Initial set-up costs (incl. Personnel, building and essential services, equipment, external services eg CSD, specimen collection, training, promotion, evaluation) • On-going costs

21. Analyse Financial Cost vs Service Benefit • Stress positive gains in human terms (both patient and workforce) • Costs of not providing the service • Long term gains vs short term losses • Using existing resources more effectively/efficiently • Provide “hard facts that are difficult to ignore” • Reinforce with evidence of ANP cost-effectiveness • Seek advice ….

22. PROMOTION • Proposed strategies to promote the service to customers (existing and potential), decision makers, within organisation, to wider audience • Opportunistic and planned • Within and external to the organisation • Adapt methods, language, content and focus of promotion for different groups eg patient leaflet, conference presentation • Regular updates for decision-makers

23. PASSION & COMMITMENT • Targeted persuasion • Seize opportunity • Timing • Kudos – appeal to egos ! • Give it a 6 month trial – “domino” effect • Use bargaining • Have your support network

24. Finally …….. • Consider timing • Ground work • Don’t make proposal too long • First page most important • No jargon or abbreviations • Appendices with facts / figures • Follow-up submission • Share your successes (may inspire other ANP’s to do the same)

25. Thank you GOOD LUCK !