Evaluating a communications campaign to reduce blood clots

Abstract

Purpose

“VTE Assess Prevent” is a unique communications campaign designed to educate and remind all front-line staff to risk assess inpatients for venous thromboembolism (VTE) (blood clots) and to provide those at risk with the recommended preventative treatment. The purpose of this paper is to evaluate the VTE communications campaign from the perspective of the front line staff at a UK hospital.

Design/methodology/approach

A questionnaire implementing both qualitative and quantitative methods was made available to all relevant frontline staff at the hospital via online and paper copies (n=319).

Findings

Overall positive attitudes towards the design and content of the campaign materials were reported. The campaign had a considerable impact on staff awareness of the importance of risk assessing for VTE and the extent to which risk assessments were carried out. High levels of reported behaviour change were reported as a consequence of the campaign. Recommendations for future communication campaigns included making the communication materials more memorable and enhancing the sense of control that people have over the procedure. Also, improving normative and outcome beliefs, running the communications campaign alongside a programme of education and including monitoring and feedback of performance were recommended.

Originality/value

Reducing the number of deaths attributable to hospital acquired VTE is a clinical priority within the health services in many countries. The findings from this study highlight the role of the VTE campaign in achieving this goal, provide an insight into the key components of an effective communication campaign and identify recommendations for future campaigns.

Citation

Brookes, K., Peters, J. and Limbert, C. (2013), "Evaluating a communications campaign to reduce blood clots", Health Education, Vol. 113 No. 6, pp. 464-475. https://doi.org/10.1108/HE-07-2012-0042