Case Study

Newcastle PCT: audience segmentation

The public health team at Newcastle PCT has been recognised by the Department of Health's National Support Team for good practice in research and audience segmentation. Newcastle has one of the highest rates of alcohol-related hospital admissions in England and the PCT is one of the Department of Health's Alcohol Improvement Programme Early Implementer PCTs, who receive additional funding from the Department of Health.

Research

Through close analysis of hospital admission figures in the area, the PCT has identified that most cost is attached to people who are frequently re-admitted to hospital. Further qualitative research with current service providers also indicated that they were unclear on where to refer patients after treatment and felt that there was not enough follow-up support.

Activity

Building on these findings, the PCT has developed a support system for those being re-admitted to hospital. Multi-agency care plans in partnership with other services, such as social care and housing, ensure that drinkers are offered support once they have completed treatment. These are backed up by new lifestyle clinics set up with voluntary sector partner Cyrenians. Both new services are focused on areas of the city in which the majority of those being admitted to hospital live. The PCT has identified these by analysing admissions data by postcode.

Evaluation

The PCT hopes that this activity will contribute to a reduction in hospital admissions in Newcastle and have recently committed to reaching a stretch target five per cent higher than was originally included in their Local Area Agreement.