8. Communication

A Toolkit for Developing Services Involving Genetics

This information is for those who are developing services for patients with or at risk of genetic conditions.

Please note that this Toolkit is based on the collected experiences of service development initiatives in genetics and is not intended to be a complete guide to service development; you may also want to consult generic service development resources and expertise within your own organisation.

Communication

The pilot projects demonstrated the importance of communicating clear information about a new role or service to the relevant people and organisations. They identified important factors in promoting the service, explaining the role of genetics in clinical care and communicating genetic information with patients and other healthcare professionals.

Promoting the service
Explaining the importance of genetics in clinical care
Communicating genetics with patients and healthcare professionals

1. Promoting the service

Disseminate information about the service (/ clinic / education / resource):

Inform relevant health professionals, especially those who will refer patients to the service e.g. GPs
Training sessions may be required (for relevant health professionals to understand and use the service)
Use a range of publicity methods
Consider targeted mailings such as personalised emails or targeted letters.

Establish and use key contacts:

Establish key contacts in all the relevant stakeholder groups and organisations (see section 3 on stakeholder involvement)
Key contacts can help identify useful dissemination opportunities and key individuals
Key contacts in relevant health professional and patients groups can increase 'ownership' of a service development, especially if they agree to their involvement being publicised.

Draw on existing local meetings, networks of practitioners or websites to disseminate information:

Check the schedule of meetings
Find out the process for attending or raising an agenda item
Target the information to the specific group
Examples of useful groups and networks to contact to disseminate information include GP liaison committees, organisation practitioner email lists, practitioner networks, existing newsletters and websites, PCT education team and practice manager forums.

Have a recognisable service identity:

Agree a name for the service and a logo (if appropriate, note NHS guidance) as early as possible

Develop standardised proformas and project information:

Explain the aim of the project and its relevance succinctly; include any named contacts; may include the logo and those of any affiliated organisations
Create standard proformas for gathering information, for example about training events
Create standardised letters.

2. Explaining the importance of genetics in clinical care

It may be necessary to raise the profile of genetics with target groups. Opportunities for raising the profile of genetics service may include:

employing genetic link workers to work in a specific community
using of bilingual information resources (written, visual, audio)
using of the media e.g. Asian TV or radio shows, community newsletters
working closely with influential members of the community
distributing information materials or holding information stalls at community events.

3. Communicating genetics with patients and healthcare professionals

Health professionals should use clear and basic language when talking about genetics. Distinguish between 'genetics' and 'the genetics department' to avoid confusion. Don't assume prior knowledge when talking about genetics. Understanding of 'genetics' will vary with knowledge and personal experience; people have different beliefs about genetics and inheritance.

Examples of resources

The resources page provides examples of resources from previous service development initiatives.