Evaluation of 2011/12 Pharmacy campaigns

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					Evalauation of 2011/12 pharmacy campaigns

                          April 2011 – Early detection of lung cancer
                          This campaign ran in April and was part of a larger piece of work to
                          encourage earlier presentation of symptomatic patients at their GP
                          or a walk-in chest x-ray service.

                          Key messages
                          If you have a cough, breathlessness or chest pain for three or
                          more weeks you need a chest x-ray to rule out serious lung
                          problems. Speak to your GP or, if you are over 50, visit one of our
                          walk-in chest x-ray services at Seacroft Hospital and St George’s
                          Centre, Middleton.

                            In total, 2500 people used the walk-in chest x-ray service during
the first year that the service was available. The number of symptomatic people attending
their GP and subsequently being referred for x-ray also increased significantly.

A survey was conducted with patients using the walk-in chest x-ray centres to find out their
reason for attending the service. Of those who completed the survey, nearly 2% said they
were “referred” to the service by their pharmacist.

Participants were also asked where they had heard about the walk-in chest x-ray service.
Across the year, 15% of respondents said they’d seen the advertising or heard about the
service in their local pharmacy. This was the second highest response after “GP practice”.

There was also a general increase in the numbers of people visiting the walk-in chest x-ray
service during the pharmacy campaign period (April 2011) which indicates that the pharmacy
campaign had a positive impact on local people.

Although yet to be confirmed, clinical data appears to show a 12% decrease in the numbers
of lung cancer cases being diagnosed through an emergency hospital admission. This is an
excellent sign that the campaign may have supported people to seek medical attention more

June/July 2011 – Management of childhood asthma
This campaign aimed to reduce the
number of children admitted to hospital
with respiratory complications related to

Every year in September, children are
three times more likely to be admitted to
hospital with respiratory problems. This is
thought to be partly because they do not
continue with their normal asthma
management routine during the summer

Key messages
Children with asthma should continue to take their preventative asthmas medication during
school holidays to reduce their risk of respiratory illness when they return to school.

The graph below shows a clear reduction in hospital admissions in September and October
2011 compared to the previous two years. Experts say that the unusual pattern of
admissions throughout 2011 compared to previous years means that it is hard to determine
whether the campaign has had a direct impact on reducing admissions.

Anecdotal evidence from Leeds Teaching Hospitals is that parents of asthmatic children
have shown unprompted awareness of the campaign and it has improved awareness of
better asthma management.

                                                      Admissions by month for 3 years









                January   February   March   April   May     June     July   August     September   October   November   December

August/September 2011 - Bowel Cancer screening

The bowel cancer screening campaign was part of a
wider piece of work by NHS Leeds to increase the
number of people who complete the bowel cancer
screening test.

Key messages
People aged 60 to 74 should be aware of the
importance of completing the bowel cancer screening
test and that taking the test can help save their lives.
The facts about bowel cancer should be upfront and
clear to try and help people get over the
embarrassment associated with completing the test.

Last year the way in which the screening reports were produced was changed centrally and
this led to all PCTs seeing a perceived drop in the number of people that had completed
their tests. However early indications show that Leeds is one of the few areas that has
recovered to show an increase in successful completion of testing kits. The pharmacy
campaign is likely to have helped develop recognition of bowel cancer screening in Leeds
and encouraged more people to complete the test.

October/ November 2011 - Smoking increases the risk of blindness

                       Probably the most unusual of our campaigns, this aimed to raise
                       awareness of the clear link between smoking and AMD (age-related
                       macular degeneration), a common form of blindness. Smokers are
                       twice as likely to develop AMD and develop the condition around 10
                       years earlier than non-smokers.

                       Key messages
                       Smokers are twice as likely to lose their sight later in life compared to
                       non-smokers. It is recommended that smokers should have an eye
                       test every two years.

                        No data is currently available from opticians in Leeds – however the
                        LOC is canvassing its members to help us identify if there has been
an increase in people taking up eyesight tests in the city.

January/February 2012 – Alcohol awareness

The alcohol awareness campaign which ran at the start of January for six weeks gave
people a chance to complete a quiz to understand more about how they can ensure they
stay within the recommended drinking limits.

Key messages
    To encourage people to take part in an interactive
      quiz to find out if they know how many units are in a

      For people who are worried about their drinking,
       there are support services in Leeds that can help.

      To support the national campaign “drinking causes
       damage you can’t see”.

A total of 130 quizzes were completed and returned. Addiction Dependency Solutions (ADS)
has fed back that the pharmacy campaign may have contributed to a slight increase in
telephone calls to the service compare to the previous year. The Leeds Addiction Unit has
reported receiving a similar number of calls to last year.

                       March/April 2012 – Sexual Health
Across the country, all sexually active young people aged under 25 are being encouraged to
be tested for Chlamydia. In Leeds, a special Valentine’s Day theme was given to the
campaign to provide a fresh approach to promoting sexual health testing.

Key messages
    Young people aged 16-24 can request and complete a free postal test for Chlamydia
      and Gonorrhoea.

      Young people should be aware of safer sex and the Leedssexualhealth.com website.

      Young people are given information and signposted to services where they can get
       free contraception and emergency contraception.

During the sexual health pharmacy campaign the unique QR and text code were used to
request tests on 16 occasions. Out of these, eight tests have been returned and one test
came back positive. The sexual health team also added that the campaign appears to have
been a success and requests for the test kit are still coming in.

   For further information on any of the campaigns mentioned in this report, please
        contact communications.team@nhsleeds.nhs.uk or ring 0113 30 57616.

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