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“The earlier, the better” was launched by NHS England in January 2014 to encourage the public to seek early advice if they are feeling unwell. The campaign targets the over 60s and carers and families of those with long term conditions, particularly those with respiratory conditions, and ran for three months until the end of March.
The campaign draws on the evidence base of the Urgent and Emergency Care, analysis of Hospital Episode Statistics and guidance issued by both the British Medical Association and Royal College of General Practitioners. It builds on the evaluations of previous programmes run by the Department of Health.
Evidence shows the elderly and frail people requiring emergency admission present predominantly with respiratory or cardiac conditions or decompensating other frailty conditions, usually brought on by immobility, cold environments and viral illnesses. In this group of patients, minor respiratory illness, such as the common cold, can prompt care needs that compound their frailty. The campaign is also targeted at carers, friends and family of those at risk to be vigilant and supportive.
The message ‘the earlier, the better’ is therefore crucial for patients and a genuine attempt to relieve winter pressure by encouraging early intervention and signposting to free, convenient and expert sources of advice: NHS Choices and pharmacy.
In a briefing paper published in November 2013, the BMA wrote “empowering people with confidence and good information enables patients to have greater control over their healthcare. Self-care can better prevent ill-health in the long-term, and can reduce the burden on general practice in winter. It can encourage patients who have conditions which do not necessitate being seen in general practice to better manage their own healthcare needs, thus reducing demand.”
As of 31 March 2013 there were 11,495 community pharmacies in England, all offering services without an appointment and many having extended opening hours on both weekdays and weekends. Signposting and supporting self-care are offered by all pharmacy contractors as part of the NHS Community Pharmacy Contractual Framework. Community pharmacy has the potential to support general practice and the urgent care system by being the first port of call for patients needing advice.
In some parts of country, NHS England area teams commission Enhanced Services to meet local need, which include minor aliments services. Evidence shows that minor ailments services provided by pharmacies can be an effective alternative to general practice consultations.
This is the first year NHS England has run this campaign, which will be independently evaluated in accordance with rigorous cabinet office evaluation guidance and best practice. Ahead of next winter, NHS England will work with both Public Health England and the Royal College of General Practitioners to further develop the evidence base and advice.
Re: NHS England’s winter campaign: is earlier better?
“The earlier, the better” was launched by NHS England in January 2014 to encourage the public to seek early advice if they are feeling unwell. The campaign targets the over 60s and carers and families of those with long term conditions, particularly those with respiratory conditions, and ran for three months until the end of March.
The campaign draws on the evidence base of the Urgent and Emergency Care, analysis of Hospital Episode Statistics and guidance issued by both the British Medical Association and Royal College of General Practitioners. It builds on the evaluations of previous programmes run by the Department of Health.
Evidence shows the elderly and frail people requiring emergency admission present predominantly with respiratory or cardiac conditions or decompensating other frailty conditions, usually brought on by immobility, cold environments and viral illnesses. In this group of patients, minor respiratory illness, such as the common cold, can prompt care needs that compound their frailty. The campaign is also targeted at carers, friends and family of those at risk to be vigilant and supportive.
The message ‘the earlier, the better’ is therefore crucial for patients and a genuine attempt to relieve winter pressure by encouraging early intervention and signposting to free, convenient and expert sources of advice: NHS Choices and pharmacy.
In a briefing paper published in November 2013, the BMA wrote “empowering people with confidence and good information enables patients to have greater control over their healthcare. Self-care can better prevent ill-health in the long-term, and can reduce the burden on general practice in winter. It can encourage patients who have conditions which do not necessitate being seen in general practice to better manage their own healthcare needs, thus reducing demand.”
As of 31 March 2013 there were 11,495 community pharmacies in England, all offering services without an appointment and many having extended opening hours on both weekdays and weekends. Signposting and supporting self-care are offered by all pharmacy contractors as part of the NHS Community Pharmacy Contractual Framework. Community pharmacy has the potential to support general practice and the urgent care system by being the first port of call for patients needing advice.
In some parts of country, NHS England area teams commission Enhanced Services to meet local need, which include minor aliments services. Evidence shows that minor ailments services provided by pharmacies can be an effective alternative to general practice consultations.
This is the first year NHS England has run this campaign, which will be independently evaluated in accordance with rigorous cabinet office evaluation guidance and best practice. Ahead of next winter, NHS England will work with both Public Health England and the Royal College of General Practitioners to further develop the evidence base and advice.
Competing interests: No competing interests