Case Study
The Challenge
Early diagnosis can make a significant difference to cancer outcomes. However, for some communities, accessing screening and seeking support can be affected by a range of barriers.
Kingswood Medical Group identified a significant pattern of cancer screening non-attendance among some of its ethnically diverse patient populations. Previous awareness activity had shown that simply providing information was not always enough to generate engagement.
Research and local experience highlighted a number of potential barriers, including limited awareness of symptoms and screening, language barriers, stigma, concerns about discussing health conditions and wider pressures that could affect whether people felt comfortable accessing support.
Our Approach
Changing Suits partnered with Kingswood Medical Group to develop a community-focused approach to improving cancer awareness, encouraging earlier diagnosis and supporting greater engagement with screening.
The project brings together the strengths of both organisations.
Kingswood Medical Group provides access to healthcare expertise and patient data, while Changing Suits brings local knowledge, established community relationships and experience of engaging people who may not always respond to traditional approaches.
The first stage of the project includes reviewing patient ethnicity data to build a clearer picture of the communities the practice serves. This information will help shape communications, resources and engagement activity so that support can be directed towards the groups and areas where it is most needed.
Bringing Healthcare and Community together
A key part of the project is creating stronger connections between primary care and the community.
Changing Suits is working alongside practice staff, pharmacists and other health professionals to support awareness activity both within the practice and in community settings.
Planned activity includes:
– Accessible cancer awareness information and resources.
– Group and one-to-one engagement sessions.
– Community events and focus groups.
– Opportunities for patients to share their experiences and feedback.
– Closer collaboration between healthcare professionals, community organisations and local networks.
– The recruitment of patient volunteers to help support ongoing communication and awareness.
The project is designed to remain responsive throughout, using feedback from patients and the community to inform and adapt the approach as the work develops.
Building on Trusted Relationships
For Kingswood Medical Group, working with Changing Suits provided an opportunity to draw on established local knowledge and relationships.
“Changing Suits brings with them a wealth of local knowledge and expertise with regard to our diverse population.”
The practice also highlighted the value of having the time and resources to build connections with other services and share learning across the wider team.
As part of the partnership, a cancer care coordinator employed by Changing Suits is supporting engagement with South Asian patients and is able to communicate in several community languages. The practice described this support as helping patients for whom English is a second language to navigate health screening.
Looking ahead
The project is still ongoing, with the focus now on delivering engagement activity, gathering feedback and learning what works best for different patient groups.
Over the course of the project, the partnership will monitor areas including community participation, awareness, patient feedback and engagement with cancer screening.
The longer-term aim is to use these insights to inform future approaches, strengthen relationships between healthcare services and local communities, and identify learning that could be shared more widely.
A partnership built around insight
This project demonstrates how combining population data, healthcare expertise and community insight can help organisations move beyond a one-size-fits-all approach to engagement.
By listening to patients, understanding barriers and building on trusted relationships, Changing Suits and Kingswood Medical Group are working together to explore new ways of making cancer information and screening more accessible.
Work With Us
If you’re looking to better engage diverse communities or explore how a community-led approach could support your service, get in touch with our team today.