pab
consulting
london
NHS connecting for health: clinical knowledge summaries
case studies
background
the opportunity
the nhs employs 1.7m people, half are clinically qualified, including 39,409 GPs and 410,615 nurses. nhs in england is the largest serving 52m people and employing 1.4m. a new evidence-based information and practical 'know how' web-based service (cks) about common conditions managed in primary care was required for clinicians.
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the solution
a marketing, internal communications and engagement strategy was developed and the initial stages implemented to develop the web interface/front-end (deploying intuitive layouts and navigation and brand the service). engaged nhs librarians to manage role change and medical press a key influencer not only for librarians but also clinicians. in addition produced collateral to explain the service and launch event to inform and influence stakeholders.
results
- managed stakeholders gaining consensus nhs client and schin provider
- developed branded, intuitive website
- managed change programme with audience reach of over 700,000 clinicians in nhs england
- won over nhs librarians some of whom became champions of the cks service (a key driver in wider adoption)
- launched website at nhs hosted event.
stakeholder engagement | internal communications | marketing
until the introduction of cks, clinicians relied on nhs librarians to research conditions and treatments on an ad hoc manual basis. sowerby centre for health informatics ltd (schin) a not-for-profit company that delivers high quality NHS services - was contracted to deliver the cks web-based service. the challenge was to manage the project (nhs client and schin provider) to develop and launch the new service to over 700,000 clinicians and manage change.