Screening champions

Screening champions are members of the practice team with protected time to contact patients that have been invited for screening but have not taken part, with the aim of removing barriers and in turn contributing to an increase in screening uptake.

In Leeds, GP practices in the most deprived areas identified a staff member to take on the role of ‘Cervical Screening Champion’. These champions hosted quarterly workshops which provided education and peer group support to help increase knowledge and confidence to be able to promote cervical screening and help remove barriers to attending.

In Manchester, dozens of non-clinical champions have been trained to undertake activities including following up with patients who haven’t taken up screening. In one year, these champions engaged with over 7,000 people. Both approaches to a screening champions programme have had positive outcomes, including increased screening rates and awareness.

Introducing screening champions may overcome the barriers to reaching those who share characteristics with the portraits of Samira, Molly, Ellie, Victoria, or Nina.

Planning and implementing screening champions

Plan
Identify screening champions Select team members within the practice who will serve as screening champions, choosing individuals who are passionate about promoting cervical screening and possess good communication skills.
Allocate protected time Determine the amount of protected time each screening champion will have to contact patients, promote cervical screening, and ensure that it aligns with their workloads.
Define objectives Establish clear objectives for the screening champions, such as increasing screening uptake rates, educating patients about the importance of cervical screening, and addressing barriers to screening.
Training and resources Offer training, as necessary, to screening champions on effective communication strategies, emphasising the benefits of cervical screening and addressing common concerns or misconceptions. Equip them with resources such as phone call scripts, frequently asked questions, information about the screening process, debunking myths, and details about local screening services to enhance their effectiveness in promoting cervical screening.
Promote
Website and online presence Update the surgery’s website to include information about the cervical screening champions and their role.
Social media Feature the champions on social media platforms, highlighting their commitment to promoting cervical screening and encouraging patients to reach out to them for support or information.
Local media Reach out to newspapers, and neighbourhood magazines feature articles or advertisements about the screening champions and their role.
Patient testimonials Share testimonials or success stories on social media and website from patients who have been positively influenced by the champions, demonstrating their impact on promoting cervical screening and improving health outcomes.
Print materials Display posters or digital screens in the waiting areas promoting the screening champions.
Community engagement Encourage the champions to participate in community events, health fairs, or outreach programmes to raise awareness about cervical screening and the services offered by the clinic.
Patient outreach Use the protected time allocated to screening champions to proactively reach out to patients via phone calls, text messages, emails, or letters.
Execute
Implement Implement screening champions according to the plan developed.
Track and document outcomes Document screening champion feedback and outcomes, including patient responses, appointment bookings, and any follow-up actions required.
Continuous improvement Continuously evaluate the effectiveness of screening champion efforts and adjust as needed to optimise patient engagement and screening participation. Incorporate feedback from patients and staff members into the ongoing programme to improve people’s experience and uptake and inform future campaigns.
Evaluate
Screening uptake rates Track the impact of screening champions’ efforts on screening uptake rates among targeted patient populations, comparing screening rates before and after the implementation of the screening champion programme to assess its effectiveness.
Patient feedback

 

 Gather feedback from patients who have been contacted by screening champions to evaluate their experience and satisfaction with the outreach efforts. Conduct surveys or interviews to understand patient perceptions and identify areas for improvement, and capture testimonials about the impact of the outreach on their screening decisions and their experience of screening.
Staff feedback Gather feedback from staff who have been involved in outreach efforts to assess their experience and satisfaction with the screening champion programme. Use surveys or interviews to gather insights into staff perceptions and pinpoint areas for enhancement. Additionally, document staff testimonials regarding the effectiveness of the programme in promoting cervical screening and facilitating positive patient experiences.

 

Next page: Text messaging