Multichannel communication

People respond to different kinds of support... the touch from someone who cares; the conversation with a friend, and the programme on TV. Support can also be from an article in a newspaper, a telephone call to a support group or in a discussion thread from an e-community. Support is provided through communication. People communicate to tell each other of concerns or to share ideas, contribute solutions. Communication is also the means to make others aware of available support. Technology assists communication. Computers, interactive TV and mobile phones provide individuals, groups and communities with the opportunity to give and receive support conveniently, and in a format of choice. By communicating through multiple channels, support becomes more convenient to access. Multichannel communication presents new opportunities to maximize access to support. Customers to these services receive support through face-to-face conversation, from printed information and other media, such as telephone, radio, TV and Internet. This article provides an overview of a new survey, and presents findings relating to a key theme: future trends in multichannel communication. A survey was commissioned by Macmillan Cancer Support, a leading provider of support services to people affected by cancer. This charity is undertaking a review of its strategy to improve cancer services. Findings will further inform work already well underway. The project was managed with the Patient Information Forum (http://www.pifonline.org.uk), a national network of communication specialists. The objectives of the survey were to: seek and capture views of stakeholders for Macmillan services: specific stakeholders associated with Macmillan; groups of carers, volunteers, health and social care professionals. present in a report: views of stakeholders; a review of the present position of Macmillan information services; scenarios for delivery options for a multi-channel service from 2010; proposals for key actions needed to develop appropriate channels and content formats. Between February and June 2006, 62 people were interviewed, including members of the public, Macmillan post-holders and subject matter experts. There were four phases of consultation: Initial external consultation: eight semistructured interviews, focusing on general and themed issues, and representing different sectors and geographical regions. Macmillan Cancer Support: semistructured interviews with four members of staff, including Chief Executive and Director of Improving Cancer Services. Customers and Post-holders: face-to-face structured interviews with 27 service users (customers) and 18 post-holders (people in Macmillan-supported roles, usually in the NHS, such as nurses and information managers – all of whom use communication skills and tools). Participants were attendees at the London and South East Region (LASER) Macmillan Marketplace and Rally, which took place at Kensington Town Hall, London on 18 May 2006. Semistructured interviews: five interviewees (external), focusing on relevant initiatives related to networking and the NHS. Key themes identified in the survey and related findings included: Multichannel communication: the context for changeKey findings relate to: personalization of support services that are provided direct to the consumer; learning from similar services. Reaching target audiences: maximizing visibility of a service brand; reaching new audiences. Working together with others: strengthening services, strengthening the brand; championing collaboration. Supporting people affected by cancer: capturing concerns and sharing solutions of service users; responding to customers; dispensing information, including prescriptions; the role of printed information. Strengthening the communications workforce: Support available to the workforce; Further support required. Future-proofing services. A significant focus for the study related to key issues information services will face over the next 10 years. Subject matter experts were asked who they expected people to be accessing information in the year 2016. A wide range of answers related to collaboration and implications for services. ... collaboration between service providers will be critical: there will be a highly competitive information marketplace; service providers will work together to act as champions for the customer; there will be brokers with information providers; services will be ever more complicated, different; it will be recognized ‘the NHS cannot do it all’. Competitive environment... services will need to be responding to competitive environment: syndicating content will be critical; all information service providers will be seen as friend and competitor; re-economy of information –‘hopefully it will be free’. Personalization... services will be personalized: people will self-seek knowledge; information will be custom-made; accessing information will occur more in the home; personal e-health records which include hyperlinks. Health literacy... services will support different levels of health literacy: articles, magazines, soap storylines will remain key ways to communicate; TV and Teletext will remain important for those with low-skill levels; information in different levels of detail. Quality... services will focus on quality: accreditation and branding will be key issues; models for best practice; guidance for producers; leaflets on websites will be designed well; all channels available now will be slicker; Support (to interpret quality)... service users will receive support: people need to be helped to distinguish between different areas of quality; there need to be standards for information; presented in different ways; tips for those looking for information; e.g. Quick websiteThe Quick website (http://www.quick.org.uk) supports children and educationists working with children in the evaluation of health information. The site was originally developed collaboratively by the UKs Health Development Agency and the Centre for Health Information Quality. Availability... services will be available through multiple channels: new technologies on top of old ones; multiple points/portals; users will demand a mixed economy of provision; multichannel surfing; good old-fashioned means of distribution will still exist; screen and print; more through TV; more people accessing via mobile technologies. Integration... services will be integrated: TV and computer technology will converge; greater integration – phoneset, iPod, wristband and fridge(!). Internet... internet services will be a priority for providers: Internet is increasingly important; website will be the first thing to get right. Printed information... services will continue to provide printed information: always a place for paper information; always the need for a hard copy; patients will be given written correspondence from clinics; people like holding stuff. User behaviour... services will respond to different user behaviours: two types of service user: ‘closely engaged’ in searching, and ‘lean-back’; consider new service users as ‘generation Why?’; trust in authority is falling; services will need to anticipate a consumer reaction to present trends: e.g. move back to old technologies. Challenges...services will face challenges: achieving awareness; understanding users’ needs; responding to users’ needs: e.g. moving from broadcasting to ‘narrow-casting’; dealing with the speed of change. Today in the UK, services across all sectors provide support to millions of people affected by cancer. Multi-channel communication presents many opportunities to increase the impact of support available. To make most of these opportunities, providers of support must work together towards integrated service delivery. Successful multichannel services need to recognize and respond to changing trends in behaviour of services users. Throughout the project, there was overwhelming interest and backing for greater co-ordination to improve access to support for those affected by cancer. The author thanks everyone who contributed to the survey and the report. Every person interviewed was available to the schedule. In addition, many pieces of correspondence have provided valuable comment, through face-to-face discussion, e-mails and phone conversations. A special mention is made for those who shared their own personal stories of being affected by cancer. Also to Ruth Carlyle and her team at Macmillan Cancer Support for energies and enthusiasm. It is hoped that the findings from the report will influence positively the breadth and depth of support available to these and countless others who share similar experiences. The following documents are suggested as ideal background reading: Delivering cancer Information: the national picture: a summary of national initiatives is presented on the Cancer Service Collaborative website: http://www.cancerimprovement.nhs.uk. Better information, better choices, better health:1 this is the Department of Health's 3-year (to 2007) programme of action, at both national and local level, to improve access for all the quality general and personalized information people need and want to exercise choices about their personal health and health care. Key themes included in this are: Accreditation of Information Services and Information Prescriptions. Our Health, Our Care, Our Say:2 this government White Paper sets out a vision to provide people with good quality social care and NHS services in the communities where they live. Social Marketing Pocket Guide:3 produced by the National Consumer Council, this booklet aims to provide the reader with a resource that can be ‘dipped-into’ to enhance consideration and wider discussion on different aspects of Social Marketing. Health literacy; being able to make the most of health (http://www.ncc.org.uk/health/health_literacy.pdf): this booklet, another from the National Consumer Council, explores the idea that the more capable we are of understanding issues that relate to our health the more we are able to take responsibility for our own health

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