Norfolk and Waveney Integrated Care System

Norfolk and Waveney Integrated Care System

Primary Care Campaign

A new NHS campaign has been launched to raise awareness of the many different ways in which our patients can access local primary care services, as well as urging people to be respectful to staff who continue to work tirelessly to care for patients.

The campaign, which is a response to the COVID-19 pandemic, will reinforce that primary care (GP practices, pharmacy, optometry and dental services) is open for business with a range of different services available to suit people’s needs.

The campaign recognises the huge commitment and hard work being undertaken everyday by all staff in primary care. The aim is to make it easier and quicker for people to understand what services are available and how they can be accessed.

Across Norfolk and Waveney, a wide range of primary care services are available to help keep people fit and healthy. This campaign will promote a greater understanding of the breadth of primary care services while signposting patients to the advice and treatment they need.

The key message is that the NHS is adapting to meet the needs of its patients, while also recognising the immense pressures faced by primary care to deliver ‘business as usual’ services.

Like other areas across the country, many people continue to use the emergency department unnecessarily because they don’t always know where to go for help. Some of these reasons include lack of awareness of what services exist and the perception of attending the emergency department being a quicker alternative.

The following themes included in the campaign:

  • Choosing the right service – highlighting a range of primary care services available in Norfolk and Waveney
  • A focus on the volume of activity taking place across primary care, highlighting how busy practices are
  • Highlighting the vast range of health and care professionals that exist in primary care, from pharmacists through to health care assistants.
  • Focussing on the importance of self-care
  • Improving access and use of digital tools in primary care – helping to increase the use of Apps and online tools to contact local practices and find out where local health and care services are
  • Support a Zero Tolerance of abuse to staff which is currently experienced by staff in Primary Care which has been heighten by the ongoing pandemic.

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