Engaging primary care clinicians in a shared quality agenda, part of the Quality MK agenda

1. Quality:MK
Our mission:
Engaging primary care clinicians
in a shared quality agenda:
London, June 2009
Dr Nicola Smith – GP Champion
Sue Lacey Bryant – Programme Manager
health:mk

2. QMK-evidence based, primary care
led, patient centred
• Clinicians involved in every QMK project-
diabetes, mild to moderate depression, weight management, dyspepsia,
carpal tunnel syndrome, patient empowerment, complex patients
• EVIDENCE BASED DISCUSSION
GROUPS- 4 practices + 5 in provider
services. 54 clinicians
• Prescribing projects
health:mk

3. ENGAGEMENT (1) Traditional
Promotional events: celebrating success,
lessons learned, ‘PLT’ conference
Marketing materials - mugs, pens memory
sticks, PUNS & DENS booklet
Newsletter
Web pages hosted on PCT site
Promotional film

4. Branding
Quality:MK
Evidence Based
Primary Care Led
Patient Centred

5. So What’s the Problem?
 Although many GPs have been touched
by Quality: MK projects they are not aware
of the principles
 GP Education leads highlight problem of
communication
 Funding for expenses and backfill not
attracting practices to engage

6. We asked ourselves
Why would a GP want to engage with
Quality: MK?
How could they get involved?
Could Social Marketing be the solution?

7. Our Solution- (1) Marketing
Rebranding...
“Evidence Based Discussion Groups”
IMPACTE groups
Improving Medical Practice by
Assessing CurrenT Evidence
Also: IMPACTE on line
IMPACTE central

8. Our Solution (2) Innovative
• Practice visits
- social marketing
- IHI document
• Competition
- Quality Improvement

9. Social marketing
• Team brainstorming / education session
• List of practices & GPs in each practice
• Previous experience/ interaction with
Quality:MK and its projects/attendance at
meetings
• Specific interests of individual GPs e.g.
prescribing leads, GP educators, GPwSI,
• Local knowledge

10. Engaging Physicians in a Shared
Quality Agenda-www.ihi.org
• Individual autonomy vs system quality
improvements
• Understanding existing culture
• Physician led, evidence based and data driven
• Ownership of success+ early engagement
• Clinical Champions- at challenging times
• Cautious Laggards
• Potential candidates-body language
• Generate light not heat with data
• Effective use of clinician’s time

11. Engaging Physicians in a Shared
Quality Agenda (2)
• Use of recent harm event
• Link something that distresses clinicians
greatly to something they do not want to
change
• Morbidity and mortality reviews-systems
• Variations in common practice and the
effects this has on the system of care
• Share results of safety + quality measures
with different departments

12. Planning our visits
• The benefits of QMK
• Specific reasons why this particular GP or
practice would want to engage.
• Culture of the practice
• Planning aims of meeting and what we want to
achieve specific to each practice - rather than
adopting a generic format
• Prioritising practices depending on their
characteristics e.g early adopters

13. Quality:MK microsite
Roadmap to quality improvement
in Milton Keynes
Explaining the Setting out the
system process
Tools, Best practice
techniques to
deliver Quality Guidance on
Improvement “how to”