Our Programme – Marketing & Patient Experience
Creating a customer-orientated organisation in the NHS.
With the increasing emphasis on the themes of patient experience, quality, and outcomes in Department of Health policy as evidenced by the Operating Framework 2009/10, the Darzi Next Stage Review, Code of Practice for promoting NHS funded services, emerging plurality of providers, and new social technology, NHS organisations are increasingly finding that they are operating in a customer orientated environment. Understanding the principles of good marketing and embedding these in an organisation are essential to ensure organisational survival in these changing circumstances.
NHS Elect will help you to bring together the cultural, process and techniques of marketing to ensure the best possible chance of success in a NHS organisation. We offer a wide range of support to members:
| Creating a customer orientated culture |
Improving delivery of services by front line staff with patient experience training to retain existing patients and encourage new ones Branding for Success for Board / Executive Teams including customer facing metrics and how to develop your organisation's brand Improving your marketing strategies to GPs as a customer, a competitor and a collaborator |
| Embedding marketing into your business processes |
Embedding the marketing culture into your business plans, business cases and recruitment and retention policies Developing bespoke marketing / promotional plans by a chartered marketer to ensure that your services are selected under patient choice and drive positive patient stories onto NHS Choices Working in partnership with the National Social Marketing Centre to deliver social marketing training and competence to the NHS |
| Imparting marketing techniques / Know-how with hands on support |
Understand your local health market with training on market analysis software and reporting systems such as Dr Foster ‘Hospital Marketing Manager’ and Experian Take part in the Chartered Institute of Marketing accredited development programme to embed marketing skills at all levels of your organisation Understanding how to use patient experience measures to improve the patient journey Working with our learning partners to deliver effective social marketing programmes Using and developing your website and all communications processes as an integral part of your marketing mix |
In the Members' Area you will find the following information:
NHS Elect network events to share and learn from other members
On-site support provided by NHS Elect to embed marketing in your organisation
A resource library of documents and links for marketing
NHS Elect’s work on marketing is led by Sue Kong.
Please contact Sue Kong (e-mail) if you wish to explore this area of programme in more details.
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Examples of NHS Elect produced websites, information booklets and promotional leaflets |
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"We joined NHS Elect to gain a better understanding of marketing and communication in the new market-orientated NHS climate. We are using our membership to learn from acute Trusts and PCTs and develop our skills and knowledge."
John Wilkins, Director, East London NHS Foundation Trust
"It was invaluable to be able to discuss issues which are going to be very important to us all, in a supportive environment, with people who clearly knew what they were talking about."
Chris Birdsall, Communications Manager, Swindon & Marlborough NHS Trust