Using social movements and followership for change at scale
As with the Asthma Right Care programme, our starting point is that education alone doesn’t solve variation. What is required is exploration of what drives different behaviours. The aspect that IPCRG believes it can impact most is provider behaviour. Behavioural change can be driven or hindered by capacity, motivation and opportunity. We selected a social movement approach to address motivation, by developing attention-grabbing content to disrupt and engage the participant. Once “kickstarted” by IPCRG it can nurture the voices of the diverse stakeholders in the system: policy makers, health professionals, patients and carers.
This movement asks everyone with an interest or role in COPD care to accept responsibility and commit to making a personal change in practice and also to influencing peers to commit to that change too. The attack on variation can only be addressed if we strengthen our weakest links. To do this we will in addition to Right Care and social movements for health, we will include two other evidence-based approaches to effect change: achieving large scale change and followership. This combined approach will achieve what standard publication, education and advocacy programmes have not.