CHALLENGES:
– A branding and marketing campaign to highlight GPFirst
– Crowded competitive space even in CGH premises itself as there are myriad of ongoing messages
– How to make the decision easier and clearer for public to go to the GP first
SOLUTIONS:
– Use of atypical imagery to stand out from the crowd of medical collaterals around the hospital
– Making the message clear and direct, friendly to all ages with added bonus of getting the attention of the young
– Developed a website that allowed users to find out the GP that is nearest to them based on their postal code
RESULTS:
– CGH’s GPFirst scheme sees 10% drop in non-urgent A&E cases, freeing up resources to deal with more serious cases.
– Median wait times cut from 29 to 22 min within 12 months
– Overall, total Accident and Emergency (A&E) attendance has fallen 8.6% and the number of self-referrals has fallen 11.8%.
