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Communicating the migration

A SIGNIFICANT communications programme launches this month around the phased migration of services from existing Glasgow hospitals. This high-profile public information campaign supplements the staff communications that have been ongoing for many months, but are being significantly ramped up as we approach the move.

Radio Clyde 1 and Clyde 2 advertising, featuring a number of tailored public information messages, began on 30 March and will run through till mid-June. These ads will give clear site-specific information and direct listeners to a web resource where more detailed information can be accessed.

Health News is being revamped from a 12-page tabloid newspaper into a 16-page magazine format. The first issue of this new-style magazine will be printed on 15 April and will be dedicated to acute hospital changes. 

It will promote the wonderful new hospitals and detail how patients should access NHS services following the closure of old sites and the opening of the new ones.

This magazine will be inserted inside every issue of The Herald and the Evening Times, but will also be made available in every pharmacy in Greater Glasgow and throughout all Greater Glasgow and Clyde hospitals for staff and the public.

A special eight-page Public Information booklet detailing changes to acute hospital provision is being sent to every household in our health board area (that’s 561,000 homes). Royal Mail will deliver them in the week beginning 11 May.

Key to all our messaging is signposting people to a newly developed web portal that will sit on our website featuring detailed information and links to travel details; a campus guide, including parking and drop-off points, and, importantly, an interactive digital feature enabling users to key in a postcode and be told what A&E or Minor Injury Unit they should use.

This web portal became functional on 1 April and will continue to be updated and developed throughout the migration period. 

Four specially developed short films have been created using a blend of animation and photography. One concentrates on transport and accessing the new hospitals; another is about arriving at the children’s hospital and how to find your way about; the third focuses on arriving at the adult hospital, finding your way about and its facilities; and the fourth is about how to access the appropriate A&Es and Minor Injury Units
during and after the migration period. 

Posters in existing hospitals, along with large vinyl display signs, will support the communications strategy together with newspaper adverts. GP briefings and posters in community settings are also part of the campaign, as are the ongoing staff roadshows and regular SN staff briefings.

Four 24-page archive magazines telling the wonderful social history of each of the hospitals due to close during this period are now being printed and will be made available to staff and local communities.

These very desirable archive magazines feature sepia-toned historic photography running through to black-and-white photography and into colour photography to tell the story of more recent history.

Each of the booklets concludes with a fold-out section depicting the new children’s and adults’ hospitals.