Whilst Stockport Foundation Trust and Stockport Clinical Commissioning Group ran a pioneering review of how health services were delivered across the region, we led the communications campaign to ensure the public, healthcare and social welfare professionals were aware and happy with the outcome.
To help people accept change they need to feel involved and so a strategy of inclusion and two-way communication was adopted. We branded the programme ‘Working together for better health’ and at every stage people were encouraged to get involved with a clear call to action. A microsite was built as a hub for the latest information and to encourage conversation.
To reach the diverse population, communications channels were selected based on the readership and lifestyle of each target audience. This led to intranet posts and posters for NHS staff, email briefings for MPs and councillors and media briefings and hand-delivered newsletters for residents.
Once the review had been conducted, we needed to ensure buy-in. So before the findings were published, we profiled success. The ‘good news’ outcomes from the review were picked-out and profiled in the media and across all communication channels.
Results
The review recommendations were successfully adopted. An independent survey reported favourably to the review and every announcement achieved a positive feature within the local media.
Sample feedback from residents and clinicians include: “We are able to properly voice our views”, “I felt privileged to be invited and really pleased I have been given the opportunity to be involved in this very important process” and “We are in charge of our own destiny.”
Healthy Reputations 