joint strategic needs assessment foundation profile - JSNA

Interative Hull Atlas: www.hullpublichealth.org/Pages/hull_atlas.htm More information: www.jsnaonline.org and www.hullpublichealth.org
10.5.3.11 Social Marketing
Social marketing research was completed in Hull during September 2009 to assess
general public knowledge and perception of COPD. Further information is included
within the final presentation which is available on request. In conclusion, there was:
A perceived health danger relating to quitting smoking “quit and you‟ll die!”.
A “prove it” attitude with a lack of trust in the link between COPD and smoking.
Denial with a “it‟s not related to me” attitude.
Low awareness of COPD (what it is, causes, symptoms or treatment) with greater
awareness of bronchitis and emphysema.
No awareness of a connection between COPD and bronchitis or emphysema.
A need to communicate with the general public (the term COPD, causes,
symptoms, long term effects and proof).
A need to address the main barriers to seeking help which were victimisation as a
smoker and COPD being incurable (“what‟s the point?” attitude).
A need to overcome the barriers by listening, not preaching and explaining things
clearly.
A high awareness of stop smoking services (all had attempted to quit).
Ideas put forward to encourage smokers to quit such as financial incentive, free
prescriptions and encouragement “well done”.
10.5.3.12 Progress Towards Targets
The target relating to COPD within the local World Class Commissioning (WCC)
Strategy was to increase the prevalence of patients on the COPD GP disease register
(Quality and Outcomes Framework) so that the prevalence of undiagnosed COPD is
reduced. By 2013, the aim is to increase the number of patients on the COPD disease
register by 30% (Table 305). From 2006/07, the baseline year, when 4,893 patients
were included on the COPD disease register, there has been a large percentage
increase during 2009/10, with a total of 5,947 on the COPD disease register
representing an increase of over 20% over the baseline numbers. The numbers on the
register for 2009/10 is higher than the target for 2010/11. Therefore, the targets have
been achieved for 2008/09, 2009/10 and 2010/11.
Following the change in the government in May 2010, new outcomes are now under
consultation (see section 3.3.6.2 on page 52). One of the outcomes proposed is the
under 75 mortality rate from chronic respiratory disease, but there is no mention of a
separate target for the prevalence of COPD. Therefore, it is possible that this outcome
measure will no longer be a key outcome measure unless it is retained locally. If the
new measure relating to chronic respiratory disease becomes a new outcome measure,
it is not clear whether it will just include COPD or whether it will include COPD and
asthma.
Joint Strategic Needs Assessment Foundation Profile – Hull Health Profile: Release 3. March 2011. 631