150,753 members

Skip to content. | Skip to navigation

Blog

How to sell dead fish

 

Blog headlines

  • Reflections on a ‘new’ NHS and its impact on general practice
    10 September 2021

    This week’s blog we are sharing reflections by William Greenwood on the direction for the health service and potential impact on general practice.

  • When facilitation could turn into mediation
    3 September 2021

    Requests to attend a meeting, to help find a way forward, to help with planning, to redesign a care pathway, and numerous other reasons are not always what they seem. Sometimes you will be asked to facilitate, or just asked to attend. What then happens in the room may not be the meeting that you are expecting. Other situations, such as tensions between practices, departments or teams may give a more obvious sign that what is needed goes beyond just attending or facilitating a little.

  • Population Health Management?
    26 August 2021

    One of the frequently heard phrases of the moment is population health management – but what is it and does it work. The blog is from a longer article by Monica Duncan exploring the topic.

  • The future must be primary care
    19 August 2021

    The blog this week is by Professor David Colin-Thomé, chair of PCC.

  • Preparing for winter 2021/22
    13 August 2021

    One of the hottest days of the year saw people from practices, primary care networks (PCNs) and federations gather to start to think creatively about managing their winter pressures in this session hosted by PCC and the NHS Confederation PCN Network.

  • Building the collaboration
    5 August 2021

    Prior to COVID-19 primary care network (PCN) community pharmacy leads (representing a group of pharmacy contractors in their locality) were starting to contact the clinical director for their allocated PCN to discuss how pharmacy services could develop and adapt to help address community health needs.

  • Audit into action… with a pandemic thrown into the mix!
    29 July 2021

    A blog from the Clinical Leads for the National Audit of Care at the End of Life (NACEL).

  • GP partnership uses new video to highlight benefits of its merger-led transformation
    23 July 2021

    An East Cheshire-based GP practice, the Middlewood Partnership, which formally merged in order to successfully transform its clinical and business models, is sharing insights, via a new video, with colleagues across the health and social care sector.

  • Early evaluation of the Children and Young People’s Mental Health Trailblazer
    15 July 2021

    The Birmingham, RAND and Cambridge Evaluation Centre (BRACE) is funded by the National Institute for Health Research to conduct rapid evaluation of promising new services and innovations in health and social care. The BRACE Rapid Evaluation Centre and Policy Innovation and Evaluation Research Unit have published findings from the early evaluation of the Children and Young People’s Mental Health Trailblazer programme.

  • Learn from reflection
    8 July 2021

    We are sharing an article by Helen Northall, chief executive, PCC this week on learning from reflection.

  • Link of the week: National Thank You Day
    1 July 2021

    This week we are featuring National Thank You Day.

  • North East Essex integrated discharge single point of access - implementing the Coronavirus Act 2020 and Covid-19 hospital discharge service requirements
    24 June 2021

    The blog this week is from Frank Sims, chief executive of Anglian Community Enterprise and shares learning on collaboration and redesign to support hospital discharge.

  • Helping your patients making an informed choice: Medical or Surgical abortion?
    17 June 2021

    This week the blog has been submitted by MSI Reproductive Choices UK and is about supporting patients to make an informed choice based on NICE guidance.

  • The potential for case finding patients with cardiovascular disease in a dental setting
    10 June 2021

    The blog this week is by Wendy Crew, PCC adviser, considering the opportunity to case find patients with cardiovascular disease in a dental setting.

  • Using population health data to inform ARRS recruitment
    3 June 2021

    Funding for the additional role reimbursement scheme (ARRS) has increased nationally from £430m (2020-21) to £746m max. (2021-22) with an allocation available for each primary care network (PCN) depending on the size of the population it covers. Clinical commissioning groups (CCGs) draw down the funds but only as new roles are recruited within PCNs. PCNs are therefore being strongly encouraged to make use of their ARRS allocation to ensure people in their neighbourhoods benefit from the funding available.

  • SHAPE Atlas mapping tool
    27 May 2021

    As the themes of the NHS Long Term Plan start to become reality through plans for legislation to support integration, we need to work out where the best place is to deliver services.

  • Cancer Care Map
    20 May 2021

    The blog this week has been submitted by Robin Pritchard, co-director of Cancer Care Map. Cancer Care Map is a stand-alone, comprehensive, independent, free to use online directory of cancer support services in the UK providing verified and trusted information, regularly checked and updated and accessible to all.

  • Understanding and aligning link worker and community capacity building activity: A place-based approach in York and Wakefield
    13 May 2021

    The blog this week is by Sian Lockwood, chief executive officer of Community Catalysts.

  • Virtual group consultations and Why skip/send it to landfill?
    6 May 2021

    An article on group consultations that celebrates the patient perspective and experiences of receiving care this way from Alison Manson. Blog on reusing/recycling and saving money for a NHS Trust from Alex Ford.

  • Experience of Care Week
    30 April 2021

    This week we celebrate Experience of Care week which is an international initiative, which runs from 26 - 30 April, to celebrate the work that is happening across health and social care to keep improving experiences of care for patients, families, carers and staff. PCC governing body member Lesley Goodburn explains more below.

 
 
Saturday, 19 November 2011

How to sell dead fish

If the reforms fail, it won’t be a failure of will or intellect or effort, but communications.

There is an idea that if you win the hearts and minds of a few leaders the rest will follow like so many sheep. Keep meeting the same, tame leaders, flatter them a bit, put them in charge of a think-tank, tell them what you want them to say and send them out to spread the word to the rank and file. 

Except that it doesn’t work. You don’t hand opinion formers ready-rolled opinions and then expect them to go forth and influence. They have inconvenient minds of their own, so do their victims. They all need convincing. 

If you were selling cars, would you get ten of the country’s “leading” drivers in a room, suck up to them, hand them a 300 page document describing your new car then tell them to go away and tell their friends? And if you did, how many cars would you expect to sell?

You would create an advertising campaign to sell the benefits. You would get Clarkson and his motley crew of middle-aged male petrol-heads to drive it irresponsibly fast and then put it on TV so that people of a similar demographic can drool over it.

You might set up a Facebook page, get a few celebs to tweet their approval, buy some space on cool websites for teaser ads, put some never before released footage on Youtube, create a buzz and get people talking about it. 

It was once said of Hewlett Packard’s marketing that if the company was selling sushi it would call it raw, dead fish.

Reading through the papers that pour out of government, professional bodies and academic institutions one can only conclude they were all on the same training course.

Involving doctors more closely in commissioning decisions, making them more accountable, giving patients choice and better services, closing the gap between health and social care where the needy and dispossessed are disappear without trace – all these are fine ambitions to which every right thinking person aspires. 

Yet somehow this brilliant, handsome, vote-winning policy comes over like an awkward duffer. How did it happen? 

Patients have been told that doctors would be responsible for commissioning – a completely alien concept that means nothing to them and leaves the door wide open to scaremongering about cuts and closures by the unions and the media. 

Patients are also told that they will be more involved in the design of local services. Why on earth would they want to do that? Feeling poorly? Take your mind off it by co-producing an integrated care pathway with your clinical commissioning group. 

Now the doctors: what’s in it for them? 

They can be more accountable. They can have governance, performance management, peer review and added regulation. They can have extra homework, Saturday detention, and cross-country runs with cold showers followed by the high jump for shirkers.

There will be more prefects and more rules, fewer holidays and less play time. There will be a lot more talk of freedom but many more visits to the headmaster’s office to prevent anyone from abusing it. 

Yo Sushi calls it “tasty Japanese food in a fun environment”. The same product from the NHS would be sold under the slogan “get your dead fish here”. 

 
 
timanstiss
timanstiss says:
Nov 19, 2011 08:36 AM
may I say how refreshing I find these blogs. And I am not being sarcastic. I read private eye to keep me sane, and laugh out loud at the incompetence and wickedness of people in power. Your blogs have the same function. I have ceased to be amazed by the creative ways in which senior managers and politician continue to fuck up the healthcare system. This weeks HSJ has an article on dumping payment by results, and another on how they are being implemented with great difficulty in mental healthcare. The article says payment by results drives acute trusts to attract more admissions, and reduces joined up care. No shit. Who would have thought? A 5 year old, that's who. And is anyone accountable for the millions wasted on imposing payment by results......
jyates
jyates says:
Nov 20, 2011 01:02 PM
 I understand that this website is intended primarily for NHS employees but there IS a need for public & patient information and opinion.We have even less knowledge of how yet another NHS revision will affect our healthcare than you. We were not informed or properly consulted, and despite spending hours reading DOH literature on the web, attending Hospital Trust, PCT and voluntary sector meetings and discussions, I for one am little wiser.
I can see the need for a change,a more efficient intelligent system with strong clinical involvement at all levels. Priorities established with full knowledge of the limitations of finance, and the need account for an ageing populace.But like many concepts dreamt up in a "bubble" many factors have been ignored.
There is a wealth of experience, knowledge and expertise at the work-face.They may lack confidence in expressing this but this is an unused resource.
Bottom up as opposed to top down planning would at least allow this knowledge to be used so that policies and decisions are based on reality and not fantacy.
jyates
jyates says:
Nov 20, 2011 01:03 PM
 I understand that this website is intended primarily for NHS employees but there IS a need for public & patient information and opinion.We have even less knowledge of how yet another NHS revision will affect our healthcare than you. We were not informed or properly consulted, and despite spending hours reading DOH literature on the web, attending Hospital Trust, PCT and voluntary sector meetings and discussions, I for one am little wiser.
I can see the need for a change,a more efficient intelligent system with strong clinical involvement at all levels. Priorities established with full knowledge of the limitations of finance, and the need account for an ageing populace.But like many concepts dreamt up in a "bubble" many factors have been ignored.
There is a wealth of experience, knowledge and expertise at the work-face.They may lack confidence in expressing this but this is an unused resource.
Bottom up as opposed to top down planning would at least allow this knowledge to be used so that policies and decisions are based on reality and not fantasy.
s.cribb@nhs.net
s.cribb@nhs.net says:
Nov 20, 2011 06:42 PM
"An Ill Informed Patients View"........

100% agree.........
s.cribb@nhs.net
s.cribb@nhs.net says:
Nov 20, 2011 07:09 PM
Quote ...the same product from the NHS would be sold under the slogan “get your dead fish here”...

and perhaps? backed by? : nomination and training of a dead fish lead, a lengthy dead fish protocol, dead fish capability assessment toolkit, dead fish quarterly audit and mandatory registration with a Dead Fish Quality Commission?