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PLANNING
FOR THE
2020
FLU SEASON
1
PLANNING FOR
THE 2020 FLU
SEASON
This article/piece provides primary care
managers with some interesting facts,
figures and research findings as well as great hints
and tips. It will help us to plan and prepare for this
year’s flu campaign in light of the uncertainty we
are all facing with the new normal.
Tracy Dell - Practice Business Manager, Plane Trees Group Practice
Introduction research with your peers to help shed some light on
how others are planning and how these findings may
This year we recognise that delivering an effective impact your own approach.
flu campaign will be challenging due to the
With help from over 200 medical practices across the
continued fight against Covid-19.With many
UK and industry experts, we hope that our research
uncertainties and a likely increase in demand,
and findings are beneficial to you and your 2020 flu
practices are busy planning to the best of their
campaign preparations.
ability, their 2020 flu season whilst trying to predict
how this might take shape.
An increase is expected
Covid-19 has increased Whilst there will be continued restrictions in place
awareness of the importance of during this 2020 flu season, to help prevent the
spread of Covid-19, over 95% of medical practices
prevention against viruses and government officials asked are predicting that
there will be an increase in demand for vaccinations
this flu season from all eligible patient cohorts.
Predicting the shape and the outcomes of the 2020
flu season may seem near impossible, but here Covid-19 has increased awareness of the importance
at CFH Docmail, we have been busy conducting of prevention against viruses, which has seen many
2
practices already experience The management of this expected
numerous enquiries from increase, will only add additional
eligible patients about pressure on already strained
how the flu season will medical processes. However
be impacted and how with careful planning and
this will be managed incorporating the amended
during 2020. With these recommended number of
enquiries appearing flu vaccine orders (as per
earlier than previous the government guidelines
years, it is evident that from The National Flu
there is already an increased Immunisation Programme
awareness regarding the 2020/21) and reviewing your
flu season and vaccinations patient communication strategy, you
available. will be as prepared as you can be to deal
with the ‘new normal’.
Around 25 million people were Your patient cohorts
offered the flu vaccination in With around 25 million people being offered the Flu
England alone in 2019 vaccination in England alone in 2019 (Doyle, 2019),
the likely increase in demand for 2020 may seem
impossible for practices to manage effectively and
efficiently. But by understanding who is eligible and
This increased awareness will also be made apparent
prioritising these patient cohorts, the growing size of
with the additional demand from those who are not
patient groups can be managed.
eligible for a free flu vaccination on the NHS, or those
new patient cohorts (those who fall into the 50-64
● Patient cohorts this year will include:
age range), which may see pharmacies uptake rise
from those who practices will be wanting to target. ● Those over 65+
With less resource and more demand, pharmacies ● Those with underlying health conditions
may minimise contact and/or the advertisement of (including those who have been shielding)
flu vaccinations. If this is to occur, as per predictions,
● Pregnant women
eligible NHS patients will be looking for other means
to receive their vaccination in a safe and secure ● Children between the age of 2 and 10 years old
environment – which is where medical practices will ● Carers
come to mind.
● Health and social care staff
However, there is no doubt that some eligible patients ● Close contacts of immunocompromised
will remain fearful of receiving the vaccination in individuals
practice and deem this as an unnecessary visit,
● Those between the age of 50-64 (a new
which some argue will balance out the overall
eligible patient cohort)
uptake. Despite this, it is in practice’s best interest
to do everything in their power to communicate the ● Those who have been shielding and their
importance of the flu vaccination, giving patients households (a new eligible patient cohort)
every opportunity to receive and understand the
importance for themselves and others.
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all (Yorke,2020). Whilst this group will be invited later
in the season for vaccinations, the change in eligibility
‘The flu vaccination is one of the has led to UK flu immunisation programme set to
most effective interventions in target over 30 million eligible patients this year alone
place to reduce pressure on the (Pearce, 2020).
health and social care systems in
If this change in eligibility does occur, it will not only
winter’ (Doyle, Powis, Whitty) influence practice footfall but also practice uptake.
Whilst this can be seen as a benefit to drive practice
To manage these expanding patient cohorts and revenue, consideration of those who should receive
their eligibility, practices are beginning to prioritise the flu vaccination for free within this cohort should
the communication to these patient groups. Our be cross referenced against other contributing
research shows that those who have been shielding, factors (perhaps they fall into two eligible patient
those with underlying health problems and those in groups). This requirement is needed as there is
the 65+ age range are the patients that practices will already expected delays from some vaccine suppliers
be contacting initially. This prioritisation stems from already claiming that ‘they would struggle to ramp up
these groups being those most impacted during the production to meet demand in time’ (Sample, 2020),
Covid-19 pandemic and the flu season itself, making if this change was to occur.
these patients more vulnerable above others, even
Practice prioritisation however should not
more so when considering the fear of a potential
overshadow the other eligible groups, with
second Covid-19 wave this winter.
our feedback highlighting that all
It has also been recently patients who are eligible for the
announced that ‘all over 50s vaccination, are just as important
to be eligible for the flu jab’ as the next, for their own and
(Pearce, 2020) which increases others protection. ‘The flu
the current uptake (without vaccination is one of the most
consideration of the expansion effective interventions in place
of existing patient cohorts from to reduce pressure on the
an ageing population) by around health and social care systems
10 million, with the vaccination in winter’ (Doyle, Powis, Whitty,
scheme looking to increase by 2020, 2) and with fear of a second
around 40% to be able to capture them wave of Covid-19, it is more vital than
ever to make the upmost effort to convey
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the importance of the flu vaccination and encourage
up-take in practices across all patient cohorts.
The shape that flu invitations
It is likely that the demand will exceed the pre-
may take
orders many practices With different forms of communications impacting
have made and the different patient cohorts, practices will be looking for
receiving of the a single, cost effective, detailed method that allows
vaccinations them to not only invite their patients to their flu
from the clinics and/or appointments but also help inform and
suppliers share the practice processes and procedures that
could come with this.
potentially
be delayed, Our research shows that this year SMS and letters
so identifying will be the most popular forms of communication to
those who are promote the importance of the flu vaccination and
eligible quickly and the details of this, shortly followed by telephone calls,
effectively is essential. social media and posters.
This starts with accessible, up-to-date, data.
Data accessibility This year, SMS and letters will
be the most popular forms of
Each year, it is recommended that practices
meticulously update their patient data, whether
communication to promote
this is during a routine appointment or telephone the importance of the flu
consultation, so that not only patient contact details vaccination and the details of
are up to date, but their medical history is too. this...
Whilst this might seem a mammoth task for many
practices, it is critical to ensure that all patients
But these invitations will need to change in-line with
are captured and contacted. This provides the
your practice processes.
opportunity for data templates to be designed and
utilised throughout the practice to help identify
Previously the standard flu invitation, acted as
eligible patients for flu as well as other vaccinations
an invite and briefing document, but industry
and vital checkups.
professionals, such as Tracy Dell, and 86% of our
respondents, identify
Updating patient data before and during the flu season,
that the detail and
will not only increase practice uptake, but provides
content of these
greater accessibility to patient data across the full
invitations will
healthcare and summary care record systems too.
need to be
Up-to-date data, whether practices are working on adapted.
this now or throughout the year, will help identify
It is clear
those who need to receive the flu invitation ahead of
that in
and during this season in relation to the increased
2020 the flu
eligibility.
invitations will
need to be used
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not only to communicate the information required any and all information that is required in helping
for the flu clinic or appointment but to also provide keeping them safe and well – which evidently will be
best delivered utilising a multi-channel approach
Don’t just rely on your flu invitations!
... many practices planning to Communication doesn’t have to stop at an invitation,
use social media, ... patients can the importance of the flu vaccination and the current
be continuously provided with health and safety procedures can be communicated
vital information that will not in practice too. With posters, t-shirts, video graphics
and leaflets and many practices planning to use
only help their understanding but social media, websites and local advertisement
also provide encouragement for too, per our research, patients can be continuously
practice uptake. provided with vital information that will not only help
their understanding but also provide encouragement
for practice uptake.
detail about the practice procedures and policies.
This will help provide new practice visit protocol
Your peers are there for support
understanding and reassurance to those who need it
most. These flu invitations will act as an educational The advice from Public Health England, is to educate
piece and encourage vaccination uptake whilst and vaccinate as many eligible patients as possible
helping protect patient wellbeing and staff welfare to ease pressures on the NHS during the Autumn/
during one of the busiest times of the practice Winter months when a second-wave of Covid-19
calendar. is more likely. So communication is vital between
neighboring practices to remember their not alone in
Whilst these changes will differ per practice and will
planning and anticipating an increase in demand.
likely change and develop throughout the season
with further updates in regards to government With 67% of medical practices asked claiming that
guidance against Covid-19, the invitations they will be running their flu clinics individually
throughout, whether these are letters, SMS or this year and only 34% claiming that they will be
telephone calls, should be fully utilised on every working alongside their CCG and PCN networks,
occasion to target and communicate with patients, it is important for practices to not feel isolated
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in their work. Whether this or outside the practice.
is fortnightly coffee
calls, weekly catch- Other locations being considered for
ups, patient support clinics include local village halls and
group meetings or community centres that are local to the
community practice practice to help facilitate demand and
forums, talking control the practice exposure to patients.
amongst practices and This keeps these areas as a ‘green zone’
peers not only allows for patient and staff wellbeing.
practices to share ideas
To help manage demand, many practices are
and tips but also benefits
adding additional Saturday and evening clinics to
practice staff mental wellbeing
their schedule to ensure accessibility for patients. In
too. This is a time when practices need to look
addition, many are using house visits to engage with
after their staff, as much as their patients, so the
those who are shielding, unable to attend surgeries
encouragement of conversation is vital.
and/or are cared for by carers.
Your clinics Remember to be opportunistic!
34% of practices have stated that to ensure the
There is concern that ‘COVID-19 may increase capture of eligible patients, they will be opportunistic.
demand for flu vaccination in all groups this year, Whilst there might be reduced footfall in practices
and some in at risk groups may have concerns currently, those coming into the surgery are being
about maintaining social distancing when being reminded of the benefit of the flu vaccination and
given the vaccine’ (Doyle, Powis, Whitty, 2020, 2) when the time is right these appointments will be
and our research shows practices are aware of this, utilised to administer the vaccination where required.
thinking outside the box about how their clinics will
be managed.
With 73% of practices asked continuing to offer 34% of practices have stated
clinics based at the practice and 43% of participants that to ensure the capture of
claiming that some of these clinics will be held eligible patients, they will be
outside at the practice (for example in the car park,
opportunistic.
under gazebos and drive-through methods), it is
clear that most practices believe the clinic is best
managed where the environment is familiar.
It is evident, that a range of clinics are being offered
Using familiar environments enables practices to where possible throughout different practices in
manage footfall within the surgery, adhere to their 2020, to help disperse the footfall in practices at
own social distancing guidance as well as effectively any one time and for effective management of the
see as many patients as possible – whether this is in expected increase in demand.
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What your peers are doing?
Practices are becoming innovative in their approach to
organising flu and here are some examples that practices are
considering to help with the management and organisation
of the 2020 flu clinics:
QR Codes or/and barcodes on letters
This provides practices the ability to scan patient attendance
at clinics, that either reports back to the patient record or
can be added at a later date. This minimises the handling
of patient property, ensures that the sign in process is as
efficient as possible and can be used no matter the location
of the clinic all whilst tracking and monitoring patient uptake.
Practice hot sites
Groups of practices are coming together under their PCN network and assigning all flu clinics/operations
to one site, to minimise impact and risk at other operating surgeries. With dedicated nurses and doctors
from all sites contributing to the clinic, it provides the remaining surgeries to ability to pick up the additional
appointments and demand for patient contact during the ever-demanding season.
Walk in clinics
These are a great way to encourage patients to attend clinics and receive their vaccination at a time that best
suits them best. With appropriate guidelines, this is a quick and easy way to increase practice uptake and
engage with all your patient cohorts.
Drive through clinics
With social distancing very much a thing of the present, some practices are planning to manage their flu
clinics like the Covid-19 test sites. This provides minimal contact with the patient at the practice and is quick
and easy way to administer high volumes of vaccine.
Online booking systems
Practices are already looking at ways to predict the demand uptake, with appointments being made online
only for flu vaccinations. This provides surgeries with details of demand and management of the numbers at
clinics and appointments throughout any one time.
Invitation slots
For those practice that don’t have the room to facilitate the demand of walk-in and large scale clinics, many
are resulting back to the traditional method of appointment only. These appointments are 10-15 minutes long
each and run throughout the day by varies nurses and doctors and are a perfect way to manage demand at
the practice and minmise disruption through organisation.
Flu automated messages
Having a pre-recorded flu vaccination/clinic message on your telephone service to answer any queriers
patients may have and to reduce the amount of telephone calls your staff need to take.
8
Multi-channel approach
Make your important messages heard. Practices are adopting multi-channel approaches in communicating
with their patients, to encourage practice uptake but also to educate patients during these testing times.
Make it fun for children
With increased pressure for 2-10 years to vaccinated, as school clinics are becoming less likely, practices
are dedicating clinics to children only whereby they are theme based (some suggestions are Halloween or
Superheroes) to remove the stress and anxiety about receiving an injection. Our research shows these are
being organized for Saturdays, to encourage the best possible uptake.
Make it fun for staff
Practices are remembering their staff need encouraging too, with some practice running internal competitions
(best dressed or most vaccinated patients at a clinic), organizing internal cake days or treat Fridays, where
staff can unwind, laugh and talk amongst peers who they can relate too. This not only helps practice staff
wellbeing, but will no doubt influence how clinics are run, from the positive attitude generated.
Our key findings for you (top tips)
From our research and work with Tracy Dell, Plane Trees Group Practice Business Manager, we have identified
some key top tips in supporting flu preparations in 2020 to help manage the increase in demand, increase
patient engagement and plan your flu campaigns.
● Focus on ensuring that patient data is up to date and accessible to help you meet practice
targets
● Plan your communications calendar in advance and review throughout
● Prioritize your patient cohorts in regards to demand
● Effective and detailed invitations increase’s educational awareness and reinforces practice
processes
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● Utilize all communication resources available to you to reach all patient cohorts
● Talk to other practices, you aren’t in this alone. PM Huddles are running via Zoom to
network and share ideas so why not get involved?
● Utilise your Patient Reference Group and Patient Champions – let them help!
● Know your audience - adhere to the Accessible Information Standard and ensure your
communications are in different formats and languages if possible
● Make your clinics friendly, Covid-secure and relaxed for all your patient cohorts
● Keep your clinics manageable but why not try something new
● Keep your staff engaged and focused with rewards and appreciation
● Continuously review and adapt for success
Conclusion Docmail helping you
Despite the growing demand, the change in ways This year to help you with your flu campaign we
clinics are being organised and the uncertainty of a are providing a series of letter templates, letter
second-wave of Covid-19, the research conducted examples, downloadable posters and blogs to help
by CFH Docmail, shows that practices are not shying practices plan their flu campaigns and communicate
away from the challenges that lie ahead. Practices effectively with their patients. These are available to
are coming together and sharing their ideas, tips download from www.docmail.co.uk/health
and best practice methods to ensure that they all
get through this together, with their communities. Our friendly customer service team are here
No matter how your flu clinic is managed, or your to support your requirements and answer
patients are engaged with, practices have their any questions, please contact them on
patients’ best interests at heart and no doubt, their customersupport@cfh.com to find out how CFH
pre-planning and organisation will be on track to Docmail can help you with this upcoming and
make their flu season a success. demanding flu season.
References
Doyle, Y. (2019), Flu vaccination: The main things to know about the 2019 programme. [Online]. Available at: https://publichealthmatters.
blog.gov.uk/2019/10/04/flu-vaccination-the-main-things-to-know-about-the-2019-programme/#:~:text=What’s%20new%20for%20
2019%3F,600%2C000%20children%20will%20be%20protected. (Accessed: 21 July 2020).
Doyle, Y. Powis, S. Whitty, C. (2020) The national flu immunization programme 2020/2021, Public Health England and Department of
Health and Social Care. Pp1-8.
Pearce, C. (2020) All over 50s to be eligible for the flu jab as 30m patients targeted, Pulse, 24 July 2020.
Sample, I. (2020) Demand for flu vaccine soars as countries plan for second Covid-19 wave, The Guardian, 14 June 2020.
Yorke, H. (2020) Government considering free flu jabs for the over 50s to reduce pressure on the NHS ahead of winter, The Telegraph, 3rd
July 2020.
10Appendix - Flu season preparation 2020 survey
1. Are you expecting a greater take up for flu invitations 2. Have you ordered more vaccinations compared to
this year? If not, why? (total answered 193) 2020 for this years flu season? (total answered: 192)
Yes - (93%) Yes - (49%)
No - (7%) No - (51%)
3. What patient cohorts will you be looking to target for the 4. How will this year be managed? (189 answered – 394
flu vaccinations? (total answered 192) answers given)
Those who have been shielding . . . . . . . . . . . . (31.5%) In-house clinics . . . . . . . . . . . . . . . . . . . . . . . . . . (35%)
Those over the age of 60 . . . . . . . . . . . . . . . . . . (31.5%) Clinics based outside . . . . . . . . . . . . . . . . . . . . . . (20%)
Those with underlying health problems . . . . . . (20%) Home visits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (20%)
Those who have been impacted by Covid-19 . . (1%) Routine appointments (opportunistic) . . . . . . . . (17%)
Pregnant women . . . . . . . . . . . . . . . . . . . . . . . . (0%) Other . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (8%)
Children . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (0%)
Other . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (16%)
5. How will you be operating this year? 6. Are there protective learning classes being held to help in
(total answered 190) your area? (total answered 40)
Independently. . . . . . . . . . . . (65%) Yes . . . . . . . . (10%)
Within your PCN network . . (32%) No . . . . . . . . (15%)
Within your CCG network . . (3%) Don’t know . . (75%)
7 How will you be communicating with your patients this 8. Will there be additional information withing your flu
year? 196 answered – more than one option given (% who vaccination communications? for example, your practice
selected this option) processes? (answered 192)
Text messages (93%)
Letters (66%)
Yes . . . . . . . . (86%)
Phone (65%) No . . . . . . . . (14%)
Posters (65%)
Other (28%)
0 20 40 60 80 100 %
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