Communication Initiative Award - HSJ Value Awards 2019
Health care raises strong feelings among stakeholders – particularly patients, their families, and those employed to deliver services. When initiatives to improve efficiency are being proposed, there is always a risk that they will be interpreted simply as cuts to services and/or a reduction in service quality.
Similarly, initiatives to improve clinical outcomes and patient safety – for instance through service consolidation or the introduction of new techniques or treatments – are often perceived as a reduction in access or in other aspects of quality.
Gaining stakeholder support for improvement initiatives depends on the effective communication of often complex messages. This involves not only pointing out the anticipated benefits of the initiative, but also identifying the concerns it is likely to raise and addressing these honestly and clearly. It also involves tailoring communication to meet the needs of different stakeholder groups.
This award is open to individuals or teams from providers or commissioners of NHS services – or independent and private organisations working with the NHS – who have developed and implemented a communication strategy to support a healthcare improvement initiative.
- What was the brief? Who did the initiative serve and what parameters were set?
- An explanation of how the communications activity was planned to deliver best value e.g. in the selection of communication methods
- An explanation of how the most relevant audience groups for the campaign were identified, and how messages were tailored for these groups
- Innovative approaches to communicating with groups traditionally deemed to be ‘hard to reach’
Evidence the communications project delivered improved value. This should include a quantitative aspect e.g. data demonstrating patients and/or staff behaved differently following the campaign – but can also include qualitative data and supporting evidence that the project met or surpassed its original goal. Supporting material should include examples of the output and research supporting how this landed with relevant audiences.
How has the communications team replicated the initiative to support other campaigns? What learnings were gained which have been applied elsewhere to positive effect?
Clear evidence the communications project has delivered improved value. Of interest will be projects that have simultaneously delivered financial savings and improved patient experience – creating value for taxpayers and patients alike. Quantitative evidence of improved value should be supplied.
An indication of the overall budget for the project, and how best value was achieved from this
Clear evidence all relevant parties were involved in developing the communications project. Describe the engagement process, testing ideas and following up with feedback.