How primary care used community outreach to support the Armed Forces community
Overview
Ashfields Primary Care Centre is a GP practice in Sandbach in Cheshire with nearly 28,000 patients. Ashfields has emerged as a leader in supporting Reservists, Veterans and their families. Through its adherence to the Armed Forces Covenant, the practice transformed its approach to healthcare and reinforced its role as a pillar of the Sandbach community.
Key benefits and outcomes
Ashfields’ dedication to supporting Reservists and Veterans has brought substantial benefits:
- Ashfields is the only GP practice in Northern England to achieve the Gold Employer Recognition Scheme (ERS) Award. This enhanced its local and national reputation, built patient trust and opened doors to collaborating with organisations like the King’s Military Veterans Study and the regional justice systems.
- Reservists have introduced professionalism, resilience and teamwork into the practice, strengthening its mission to deliver exceptional patient care.
- Veteran registrations have surged from a few to nearly 500, while family members now benefit from tailored referrals and support. Positive testimonials affirm the transformative nature of Ashfields’ efforts.
Challenges that Ashfields faced
The practice recognised the presence of a significant military community in their area. With this in mind, the practice aimed to position itself as an employer of choice. They were committed to creating an environment where Reservists and Veterans felt welcomed and supported in the workplace.
"Through our engagement we are known as a friend to the Armed Forces community. We have been asked to provide talks across the region on how we provide our services, and these can be backed up by the positive feedback we receive."
What Ashfields did
Ashfields launched an outreach campaign targeting every adult over 16 to ask if they had served in the Armed Forces. This initiative generated over 500 responses, enabling the practice to identify and support Reservists and Veterans.
Ashfields also began attending events like Armed Forces Day and Sandbach Pride to foster connections and raise awareness. Social media and radio outreach reached over 150,000 people, further amplifying the initiative’s impact.
The practice then introduced a drop-in service, enabling members of the Armed Forces community to access immediate guidance and support tailored to their needs.
A military and veterans champion was appointed to act as a central point of contact, facilitating communication and signposting for Reservists, Veterans and their families as employees or patients.
To support their staff, Ashfields implemented a reservist-friendly policy that includes ten days additional paid leave for training and flexible arrangements to support military commitments. Family members were also considered, with tailored support policies addressing their unique needs.
"Six months ago I spoke with the Veterans and Military champion, he advised I seek help and gave me the details of who I should contact. I took the step and thank goodness I did as the change in my mental health has been massive and has helped me and more importantly my family, further to that the veterans team maintained contact and it was wonderful knowing I had their support." - Service user
Results and benefits
- Partnerships with research institutions and other GP practices have positioned Ashfields as a leader in Reservist and Veteran support.
- Tailored care for members of the Armed Forces community has significantly improved their wellbeing and trust in healthcare services.
- Internal staff morale has surged, with employees taking pride in their role in fostering an inclusive and supportive workplace.
- Veteran registrations increased from a handful to nearly 500.
- The practice has mentored over 16 organisations, shared best practices, and helped others replicate its success.
"This is the first practice I have ever been with that has a veterans and military champion, he is excellent and the team is so friendly, helpful and professional." - Service user.
Looking ahead
Ashfields plans to expand outreach efforts to reduce social isolation among Veterans and Reservists.
They are also planning to strengthen collaborations with external organisations to enhance service delivery. Alongside continuing to mentor other GP practices, helping to spread the impact of its initiatives across the region.
Top tips for other organisations
- Develop supportive policies: establish frameworks that accommodate reservists' unique needs, such as flexible working arrangements and paid leave.
- Engage actively with the community: outreach through events, surveys, and media is critical for building trust and awareness.
- Leverage dedicated roles: a veterans and military champion serves as a vital link between the organisation and the military community.
