Communications and Engagement Strategy Clinically Led, Quality Driven Communications and Engagement Strategy 3 Communication and Engagement Strategy Contents 1. Executive Summary 4 2. Background 5 3. Duty to Engage 8 4. Principles of Good Practice 10 5. Conclusion of our Situational Analysis 12 6. Engaging with Stakeholders 13 7. Key Messages 30 8. Positioning 32 9. Branding 33 10. Emergency Planning and Business Continuity 34 11. Risks 35 12. Roles and Responsibilities 36 13. Equality 37 14. Monitoring and Evaluation 38 15. Communications and Engagement Plan 39 Appendices A-H Appendix A: Stakeholder Analysis 44 Appendix B: PEST Analysis 46 Appendix C: Competitor Analysis 51 Appendix D: Mosaic Profiling 52 Appendix E: Measuring Our Effectiveness 55 Appendix F: Media Handling Protocol 57 Appendix G: Summary of Stakeholder Event September 2012 59 Appendix H: How Patient Insight and Engagement Informs 61 Decision-Making NHS South East Staffordshire & Seisdon Peninsula CCG 4 1. Executive Summary 1.1 This Communications and Engagement Strategy sets out how South East Staffordshire and Seisdon Peninsula Clinical Commissioning Group (CCG) is and will in the future engage and communicate at all levels with its stakeholders. The Strategy sets a framework for current and intended communications and engagement that will support and achieve five key aims developed by the CCG, which are to: • Ensure that for all those involved in the work of the CCG that they buy into the principle of a ‘quality led organisation’ • Understand the profile of the local population, external influencers and stakeholders including disadvantaged groups, which will be used to shape our commissioning intentions and support our planned and proactive communications • Put patients, carers and the public at the heart of the CCG by effectively engaging and involving them in our commissioning activities and reflecting their experiences and insight in our commissioning cycle and decision-making processes • Raise awareness of the existence of the CCG amongst patients and the general public and establish a positive reputation for the CCG as the local leader of the NHS, fostering effective relationships and a culture of two-way communications with all stakeholder groups, particularly communicating ways in which interested members of the general public can become involved in informing commissioning decisions • Ensure that GP members, staff and other internal stakeholders feel part of the CCG and drive the agenda of the organisation and are well informed, engaged and motivated and are committed to the CCG’s vision and priorities Clinically Led, Quality Driven Communications and Engagement Strategy 5 2. Background 2.1 This Strategy provides a framework for improving the communication and engagement activities required to support the delivery of the CCG’s mission, and priorities. South East Staffordshire and Seisdon Peinsula CCG is formed of two separate localities which were originally two separate CCGs (South East Staffordshire CCG and Seisdon Peinsula CCG). The two merged in April 2012 and commissions services on behalf of a total population of approximately 210,000 patients. The CCG is located within three council boundaries which are South Staffordshire Council, Tamworth Borough Council and Lichfield District Council. Using the Rural and Urban Area Classification 2004, 39% of South Staffordshire’s and 29% of Lichfield’s population is classified as urban, whilst all of the Tamworth population live in an urban area. The CCG is structured into two localities – South East Staffordshire (including Tamworth, Lichfield and Burntwood) which has 150,000 patients and 24 GP practices; Seisdon Peninsula (including Wombourne, Codsall, Perton and Kinver) has a population of 50,000 and 9 GP practices. The main acute hospitals which provide services to the South East Staffordshire population are Heart of England Foundation Trust in Birmingham and Queens Hospital in Burton upon Trent. Whilst in the Seisdon Peninsula the main acute hospitals which provide services are Wolverhampton Hospitals NHS Trust and Dudley Group of Hospitals. Other providers which cover both localities are South Staffordshire and Shropshire Foundation NHS Trust (Mental Health) and Staffordshire and Stoke-on-Trent Partnership NHS Trust (community health and social care services). Whilst our two localities do not share geographical borders, we opted to create one large CCG as the two localities shared an ethos of quality – a unique holistic understanding that member practices have of their patients’ needs which can be brought together to help shape the design of services in ways that enhance quality, improve outcomes and promote the most effective use of NHS resources. Our two localities also share the same commissioning geography and we have a desire to function as one body. 2.2 Our mission “We are a clinically led, quality driven needs focussed organisation. Working in partnership to reduce inequalities to transform and improve local healthcare within the available resources” 2.3 Our vision “Improve the health and wellbeing of our population by commissioning high quality services” NHS South East Staffordshire & Seisdon Peninsula CCG 6 2.4 The things that define our CCG • Our local health needs • Our approach to quality • Our financial challenge • Our vision and priorities 2.5 Principles We will follow the seven principles of Public Life (Nolan Principles): Selflessness, Integrity, Objectivity, Accountability, Openness, Honesty and Leadership. 2.6 Health Challenges We understand the health challenges that our patients and population face and the marked inequalities that exist between our communities, which we have highlighted in Appendix B. The most significant challenge for our CCG area is that overall our population is expected to grow between now and 2035 by 14% in Tamworth, 7% in South Staffordshire and 18% in Lichfield, and specifically we will experience growth in people aged 65 and over and in particular those aged 75 and over (65 and over: 91% Tamworth; 65% South Staffordshire and 74% Lichfield. 75 and over: 145% Tamworth; 112% South Staffordshire and 128% Lichfield). With this ageing population our CCG population is predicted to see an increase in the numbers of long-term conditions. This will place an increased burden on future health and social care resources in our area. These challenges have therefore defined our five CCG priorities:- 2.7 Our priorities • Frail older people • People with long-term conditions • Quality With our two enablers as: • Working in Partnership • ‘Getting the basics right’ Clinically Led, Quality Driven Communications and Engagement Strategy 7 2.8 CCG Structure Our CCG comprises of 33 member GP practices with a mixture of small and multi-partner practices. This in itself can create particular challenges and therefore it is essential that we develop robust internal systems of communications and engagement. The organisation has grown and now employs approximately 25 people, in addition there are a number of Commissioning Support staff who work closely with the CCG, but are not directly employed by us. The CCG is currently reviewing clinical leadership, to bring more GPs into managerial roles. To support partnership working the CCG has collaborative commissioning arrangements across the whole of what was the former South Staffordshire Primary Care Trust area (East Staffordshire, Stafford and Surrounds and Cannock Chase). Organisationally, the CCG will operate at three levels: Level one Individual member practices Level two locality groups formed of ‘leaders’ from each practice Level three Governing Body which includes the Chair, an Accountable Officer, a Chief Finance Officer, one registered nurse, one secondary specialist doctor and at least two lay people, one with a chief role in championing patient and public engagement. The diagram below describes the accountability of practices to the CCG. Detail of accountability, together with roles and responsibilities of member practices is documented throughout the constitution. Member Practices ting e tion ability eam Me Governing Body a T nt t n Overall accountability and assurance orm ou f c n I Ac eme Decision Making g Locality Committees Mana Decision-making and delegated authority NHS South East Staffordshire & Seisdon Peninsula CCG 8 3. Duty to Engage 3.1 Section 242 of the NHS Act 2006 requires NHS organisations to have arrangements in place to involve users, carers and families in the planning, development, delivery and operation of services. Section 234 of the Local Government and Public Involvement in Health Act (2007) places an additional responsibility on commissioners to report on consultations planned or carried out before commissioning decisions are made and also evidence what influence any feedback from consultations has had on those decisions. The model of engagement that we have adopted has been designed around this responsibility; to not only involve its population in commissioning deliberations, but also to evidence tangible change and improvements as a result. In this way we believe that health services will be tailored more to need, with the local population having a greater understanding of the challenges we face. The Equality Delivery System operational tool is helping us to deliver our legal duty under the Equality Act 2010. Working through the goals identified with staff, patients and partners we will ensure that we not only deliver and act on the outcomes required, but that we fully appreciate the impact