Salford Royal Trust Library Marketing Plan
September 2012-August 2013
Our Offer:
Our personalised information services support delivery of safe, clean and
personal care to patients.
We demystify information for healthcare professionals, students and NHS
managers by facilitating training, delivering individualised support and
providing access to high quality resources.
Our expertise and in-depth knowledge of healthcare information enables the
right information to be delivered at the right time.
1) Introduction/executive summary
This plan outlines Salford Royal Trust Library’s marketing and promotion activities from
September 2012 to August 2013. The trust library serves over 6000 members of staff within
a large Foundation Trust who have a diverse range of information needs. The NHS is
currently facing a number of challenges including restructuring at a national level and
increasing cost savings consequently all staff are under increasing pressure to deliver higher
standards of service with fewer resources. The Trust library, through its marketing and
promotional activity, needs to show how it can support staff with their information needs
demonstrating how we can save them time and offer value for money.
2) Context
At a national level within the NHS there is currently upheaval and change taking place. In
2012 the Health and Social Care Act was passed which seeks to re-structure the NHS. As a
direct result of this re-structure staff based in the community, who used to be employed by
NHS Salford, have been transferred over to the Trust. The Trust Library is now delivering
services to this group of staff in addition to those who are based at the hospital itself.
Over the next few years the NHS as a whole has to save over £20 billion. As part of its
annual plan SRFT are reducing their “operating costs by 15% over three years. We currently
spend about £320m, so this means reducing costs by about £16m each year”. The library
has already contributed to the Trust’s cost saving initiative by reducing staffing levels (one
full-time library assistant post has been lost). External factors such as adding 20% VAT to all
electronic resources is putting our service’s budget under pressure, in short we have to do
more with less. It is therefore imperative for the library to market its services effectively to
demonstrate how we can save staff both time and money in line with the Trust’s annual plan.
Access to information is easier than ever with search engines such as Google being the first
port of call for many staff when trying to locate healthcare-related information. The library is
often by-passed by staff and students who view the internet as sufficient for all their
information needs. Whilst people’s attitudes towards the internet as a quick and convenient
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source of information is unlikely to change the library staff need to highlight their skills and
experience in searching, filtering and presenting quality information available on the internet,
thus saving staff valuable time.
3) Stakeholders
The trust library can be utilised by anyone employed by SRFT we therefore have a wide and
diverse client base. Current and future users, listed in the table below, have been split into
clinical and non-clinical and the categories kept fairly broad. A full list of the Trust library’s
stakeholders can be found in appendix A in this document. Clients are based both in the
hospital and in multiple sites in the community across Salford.
Clinical
Medical and Dental Staff
Students
Nursing and Midwifery Registered
Allied Health Professionals
Additional Professional Scientific and
Technical
Healthcare Scientists
Additional Clinical Services
Non-Clinical
Administrative and Clerical
Estates and Ancillary
4) Objectives 2012-13
The following marketing objectives have been set for the period September 2012-August
2013. A breakdown of how these objectives are to be achieved is provided in the marketing
action plan below.
a) Increase awareness of resources provided by the Trust library with particular focus
on electronic resources.
b) Increase usage of the Trust Library by staff based in the community by increasing
awareness of the Trust Library’s Outreach Service.
c) Conduct an information needs assessment to inform next year’s marketing plan.
d) Increase awareness of the Trust Library’s current awareness service.
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Marketing Action Plan September 2012- August 2013
Objective
a) Increase awareness of
resources provided by
the Trust library with
particular focus on
electronic resources.
b) Increase usage of the
Trust Library by staff
based in the community
by increasing awareness
of the Trust Library’s
Outreach Service.
c) Conduct an Information
Needs Assessment to
inform next year’s
marketing plan.
d) Increase awareness of
the Trust Library’s
current awareness
service.
Actions
Produce and roll out promotional
material for specific services
provided by the Trust library. See
publicity action plan in appendix B
for details.
Continue visits to practices based
in the community, carried out by
the PCT outreach librarian, and
assess the impact of this service.
Contact team leaders within the
divisions of Salford Health Care
and Clinical Support Services and
Tertiary Medicine to arrange
attendance at team meetings to
promote the library service.
Develop marketing tools for the
outreach service See publicity
action plan in appendix B for
details.
VH and JR to meet in September
2012 to discuss how this will be
achieved and put together an
action plan.
Conduct a short survey to find out
how our users are utilising the
library’s current awareness
service.
Market Research-Investigate the
current awareness bulletins which
are already produced by other
health librarians.
Lead
JR
Timescale
September 2012-August 2013
JR
September 2012-August 2013
JR
September 2012-August 2013
JR
September 2012-December 2012
VH/JR
September 2012-August 2013
JR/JM
November 2012
JR/JM
January 2013
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Use the market research to
develop a user-focused current
awareness service.
JR/JM
February-August 2013
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Appendix A: Detailed list of the Trust Library’s Stakeholders
Clinical
Medical and Dental Staff
- Consultants
-Junior Doctors
-Researchers
Students
-Medical
-Nursing
-AHP
-Cadets
Nursing and Midwifery Registered
-Research Nurses
-Specialist Nurses
Non-Clinical
Administrative and Clerical
Finance
-Payroll
-Audit
Health Records
HR
-Recruitment
-Learning and Development
-Occupational Health
-Chaplaincy
-Personnel management
IM&T
-Software developers
-Analysts
-Clinical Coders
-Management
-System Trainers
Support Staff
-Clarks
-Medical Secretaries
Medical Education
-Undergraduate
-Postgraduate
Estates and Ancillary
Facilities
-Catering
-Reception Staff
-Porters
-Security
-Maintenance
-Site Development
Purchasing and Supplies
Management
-Quality Initiative
-Trust Executive
-Board
-Communications
-Governors
-Lawyers
-Clinical Governance
Allied Health Professionals
-Physiotherapists
-Occupational Therapists
-Researchers
-Psychologists
Additional Professional Scientific and
Technical
-Pharmacists
Healthcare Scientists
-Lab staff/technician
-Trainee Healthcare Scientists
Additional Clinical Services
-Health care assistants
-Trainee Assistant Practitioners (TAPS)
University of Manchester Staff
Staff in this category will also fit into one of the
categories above.
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Appendix B: Publicity Action Plan (Promotional Material) September 2012-August 2013
Promotional
Material
Posters/
Flyers
Dissemination
Study space
One to One Training
Literature Searching Service
ETOC and Current Awareness
Service
Athens
Book Stock
Formal Training Courses
All Trust Staff
Lead
Responsibility
JR/JW/JM
All Trust Staff
JR
October 2012
Post Room
NHS Evidence website
JR
Outreach Activity:
Meetings
Visits to community
bases
November
2012
Outreach Service
JR
November
2012
Website/Trust
Intranet
Electronic Resources: E-Books
(including Oxford Handbooks)
Medical
staff/students/Nurse
s/AHPs etc
All Trust Staff with
particular focus on
those based in the
community.
Targeted to specific
career groups e.g.
doctors, nurses,
students, AHPs
Targeted to specific
career groups e.g.
doctors, nurses,
students, AHPs
All Trust staff
JR/JW
December
2012
JR/JW
December
2012
JR/JM
September
Library:
Notice boards
Issue Desk
Library Assistants
I.T. rooms + drop in
Departmental
libraries
Service/Resource
Target Audience
Deadline
October 2012
Comments
-A way to get people through
the door?
-Why is library service
beneficial to staff?
Staff notice boards:
Hospital and
community
Tables in Mayo
E-mails:
Targeted
Signatures
Word of mouth.
Library:
Electronic Resources: EJournals (Especially Emerald
and Medline Full-Text)
Athens registration and My
-Consider up-dates to
website taking place in May
2012.
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Library
Guides
Issue Desk
Athens
Training sessions
Navigating the NHS Evidence
website
Outreach Activity:
Meetings
Visits to community
bases
E-mail
Website/Trust
Intranet
E-mail Signature
E-mail
Using the library catalogue
2012
Medical
staff/students/Nurse
s/AHPs etc
All Trust staff
JR
October 2012
JW
November
2012
December
2012
Electronic Resources: Using E- All Trust staff
Books (including Oxford
Handbooks)
JR/JW
Electronic Resources: Using E- All Trust staff
Journals (Especially Emerald
and Medline Full-Text)
JR/JW
December
2012
Book Stock
Targeted to specific
career groups e.g.
doctors, nurses,
students, AHPs
JM/JW
July 2013
Outreach Service
All Trust Staff
JR
September
2012
October 2012
Athens
E-Books
UpToDate
November
2012
December
2012
January 2013
Literature Searching Service
February 2013
NHS Evidence
March 2013
Christmas Opening Times
-Consider up-dates to
website taking place in May
2012.
Book lists by subject/topic?
-List of new additions, emailed out.
-Promote in conjunction with
catalogue.
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Website
Internet and Trust
Intranet
Document Supply Service
April 2013
Current Awareness Service
May 2013
Catalogue Link
June 2013
Library Training Sessions
July 2013
E-Journals
August 2013
Study space
One to One Training
Literature Searching Service
ETOC and Current Awareness
Service
Athens
Book Stock
Formal Training Courses
Outreach Service
Electronic Resources: E-Books
(including Oxford Handbooks)
Electronic Resources: EJournals (Especially Emerald
and Medline Full-Text)
All Trust Staff
VH
December
2012
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