NHS SOUTH NORFOLK CLINICAL COMMISSIONING GROUP COMMUNICATIONS AND ENGAGEMENT STRATEGY

NHS SOUTH NORFOLK CLINICAL COMMISSIONING GROUP COMMUNICATIONS AND ENGAGEMENT STRATEGY 2014-16

Ref Number: Version 3.0 Status FINAL DRAFT Author Oliver Cruickshank Approval body Governing Body Date Approved 01/07/14 Date Issued 01/07/14 Review Date 01/06/15 Communications and Engagement Manager Contact for Review: Oliver Cruickshank, oliver.cruickshank@nhs.net 2

Section 1 Introduction NHS South Norfolk Clinical Commissioning Group formally came into existence on 1 st April 2013, taking over many of the functions of health and care commissioning for people and patients living in South Norfolk. The local health economy has developed rapidly over the last year, as has the CCG s commissioning experience, and we believe that it is important to refresh the aims and objectives of the CCG s communications and engagement responsibilities. People and organisations living and working in South Norfolk must be engaged in everything that NHS South Norfolk CCG does, and the CCG must operate openly and transparently. Equally, it is important to provide opportunities for public and stakeholder involvement in how we commission services and ensuring that local voices are at the heart of how the CCG operates. We are all aware of the challenges that face the NHS over the coming years. Focusing on South Norfolk, NHS South Norfolk CCG must continue to support an ageing population, often living with long-term conditions, through the provision of effective and high-quality health and social care services. To achieve this, the CCG will work with the 26 General Practices in South Norfolk, the local public, and the wide range of statutory and voluntary organisations and providers to develop and shape local services, and promote equitable access to healthcare for everyone living in South Norfolk. The aim of NHS South Norfolk CCG s Communication and Engagement Strategy 2014-2016 is to demonstrate how we plan to involve local people, communicate the progress of the CCG, and engage everyone in how we operate. Dr Jonathon Bryson Chair, NHS South Norfolk Clinical Commissioning Group 3

Introduction Lay Member for Patient and Public Involvement Laid out in the following Communications and Engagement Strategy are the aims and objectives NHS South Norfolk CCG has set itself over the next two years, based upon extensive engagement and communication with organisations and people that live and work in South Norfolk. The NHS Constitution puts patients at the centre of health care and treatment. Its stated aim is to ensure that public, patient and carer voices matter. Patients, carers and the public should be encouraged and supported to become involved at every stage of the commissioning cycle - from helping the CCG understand the health needs of people in South Norfolk, to giving opinions about how services should be planned and delivered, and reviewing how those services operate. As an independent, non-executive lay member on the Governing Body of NHS South Norfolk Clinical Commissioning Group, my role is to champion the right of patients and the public across South Norfolk to be listened to and heard. Our health care services and treatment will be improved by encouraging everyone to become more involved. Your voice can and should count, and my responsibility is to make sure that it does. Susan Ringwood Lay Member for Patient and Public Involvement, Governing Body, NHS South Norfolk Clinical Commissioning Group 4

Section 2 Development of the Communications and Engagement Strategy National Context The Health and Social Care Act of 2012 laid out the roles and responsibilities of Clinical Commissioning Groups in the provision of clinically-led health and care commissioning. A key part of the Act and subsequent guidance from NHS England is the importance of demonstrable engagement at the heart of local commissioning, and the public accountability within which CCGs must operate. Communications and engagement have always been a fundamental part of how the NHS operates the rights and expectations of patients in regards to the health services they receive through the NHS are clearly defined in the NHS Constitution. The ways that services are commissioned planned, developed, budgeted for, and reviewed also require engagement and involvement of a broad range of people and organisations that can access or use these services. NHS England s Transforming Participation in Health and Care (November 2013) sets out its expectations towards patient and public engagement in three ways: Individual participation (people in control of their own care) Public participation (communities with influence and control) and Insight and feedback (understanding people s experiences). NHS South Norfolk CCG must demonstrate how it will achieve this engagement not only to NHS England, but also to the population of South Norfolk. The clinical leadership and high-quality commissioning that the CCG stands for is only achievable through the inclusion of everyone. Local Context NHS South Norfolk Clinical Commissioning Group was formed in July 2012 bringing together two original constituencies Mid Norfolk and South Norfolk. SNCCG comprises 26 General Practices and has a population of 223,000 (weighted 227,000). The CCG covers a predominantly rural area to the south and west of the city of Norwich and the main district towns are: Thetford, Dereham, Attleborough, Watton, Diss, Long Stratton, Wymondham and Loddon. 5

The CCG has strong collaborative commissioning partnerships with other CCGs in Norfolk, North East London Commissioning Support Unit (NEL CSU), Norfolk County Council and Breckland & South Norfolk District Councils. NHS England s Everyone Counts: Planning for Patients 2014/15 2018/19 establishes the requirement for Clinical Commissioning Groups to develop a two-year operational strategy and five-year strategic aims and objectives. A linked planning process known nationally as the Better Care Fund also requires the CCG to provide a strategy and local plans to deliver integrated commissioned services in the area. Integrated commissioning focuses on pooling health and local authority budgets with the aim of providing improved, seamless health and social care services to local people. Through working with other local CCGs and health and social care providers in the area, NHS South Norfolk CCG has established its ambitious Everyone Counts and Better Care Fund plans for the next five years. This can be found (insert link here). The Purpose of Communications and Engagement Communications and Engagement is part of NHS South Norfolk Clinical Commissioning Group s Corporate Affairs team, and fulfils a core supportive function to the CCG s Senior Management team and Governing Body. Clinical Commissioning Groups are membership organisations formed of GP Practices within a defined locality; the strength of a CCG and the function it performs on behalf of its Member Practices and patient population rests upon effective, two-way communication. Communication is only effective when an organisation demonstrates that it listens as well as acts, and that it engages its various audiences in through fair, timely and responsive means. NHS South Norfolk CCG has identified three broad groups that it must effectively communicate and engage with to succeed as an organisation: Member Practices the clinical audience of the CCG s 26 Member Practices, as well as health and social care professionals and managers working within Primary Care Patient and the Public people living and working in South Norfolk Stakeholders and Providers individuals, groups and organisations from the wider statutory, voluntary, charity, private and political sectors 6

Governance Structures and Assurance The delivery of NHS South Norfolk Clinical Commissioning Group s Communications and Engagement Strategy is supported by the following governance structures and assurance processes: Bi-monthly public Governing Body Meetings and an online record of minutes and papers The role and function of the CCG s Governing Body Lay Member for Patient and Public Involvement Communication and Engagement Reports issued to the CCG s Leadership and Governing Body teams on a monthly / bi-monthly basis Strong relationships with Healthwatch Norfolk, POWhER and the Norfolk Health Overview and Scrutiny Committee Strong links with local Patient Participation Groups at Member Practices The development of a South Norfolk Patient Involvement Forum Clear communication channels with Member Practices, supported by the CCG s Primary Care Liaison role Performance and Delivery NHS South Norfolk Clinical Commissioning Group s Communications and Engagement Strategy is produced by the CCG s Communications and Engagement Manager, who is responsible for its development and delivery. The Communications and Engagement Manager reports to the CCG s Head of Corporate Affairs, who holds overall accountability for the performance of communications and engagement. A report on Communications and Engagement is also presented to NHS South Norfolk CCG s Governing Body on a bi-monthly basis. The Communication and Engagement team works closely with the CCG s Governing Body Lay Member for Patient and Public Involvement, and provides strategic and operational support for the delivery of the CCG s Integrated Commissioning Strategy. Skills in communications and engagement are vital for all members of the CCG team in delivering the aims and objectives of the organisation. The Communications and Engagement team provides support and advice to ensure these skills are developed across the wider CCG team. 7

Measuring Performance The delivery and success of the Communications and Engagement Strategy 2014-2016 will be measured in the following ways: Ipsos Mori 360º Stakeholder Survey: The annual CCG 360º survey will provide feedback from NHS South Norfolk CCG s stakeholder audience, and will give indication towards the performance of the Communications and Engagement Strategy from the perspective of patients and the public, Member Practices, local providers and statutory authorities. Annual Stakeholder Event / Annual General Meeting: Meeting publically with the CCG s stakeholders will give an opportunity to demonstrate how the CCG has listened and implemented the views of stakeholders, as well as discuss the strategic direction of the CCG. Quality and Patient Safety Committee: NHS South Norfolk CCG s monthly Quality and Patient Safety Committee meetings provide the opportunity to review the national and local patient experience indicators, as well as review recent complaints and how they have been handled. Working with local support organisations: The CCG will routinely meet and collaboratively work with Healthwatch Norfolk and the Norfolk Health Overview and Scrutiny Committee to ensure all public voices and experiences are being acted upon. Monitoring communications: The Communications and Engagement team will complete an annual review of its communications with Member Practices, patients and public, and stakeholders to measure performance and continually develop the function it provides. Reviewing the strategy: NHS South Norfolk CCG s Governing Body will regularly review the progress of the Communications and Engagement Strategy and ensure it is relevant towards the current strategic progress of the organisation 8

Section 3 Functions of the Communications and Engagement Strategy Delivering Quality Communications High quality, coordinated communications underpins the activity of NHS South Norfolk Clinical Commissioning Group. Within the CCG, Communications is delivered by the Communications and Engagement Manager as part of the CCG s Corporate Affairs function. Communication skills also form a critical part of every CCG staff member s abilities and is a key part of professional development within the organisation. The management of NHS South Norfolk CCG s reputation in the public and professional domains is part of everyone s responsibilities, and the Communication and Engagement Strategy reflects this importance in its aims and objectives. The CCG has developed a number of two-way communication channels, and will continue to innovate within these channels as well as develop new mechanisms: Online Communications: Website (both Public and for Health Professionals) Social Media active Twitter and Facebook accounts E-newsletters and email updates to Stakeholders and Patients Media Channels: Proactive and responsive relationships with TV, Radio and Print media Regular Press Releases / media updates Marketing and advertising via local publications Member Practice Communications: Dedicated Member s Area website and online resources Weekly news updates and email bulletins Monthly newsletter Internal Communications: Staff Intranet page 9

Communications training and support Delivering Excellence through Engagement When NHS South Norfolk CCG sets out to commission or change any service locally, it must explain why it believes this change is necessary, and involve everyone that has an interest in the change in a timely and effective manner. Commissioning can be thought of as a cycle, with various stages that require engagement throughout the life span of a service. The following diagram demonstrates the Commissioning Cycle: NHS South Norfolk CCG will engage with stakeholders in the following situations throughout the commissioning cycle: Strategic planning actively engaging stakeholders in needs analyses, reviews of current services and the deciding of priorities. Pathway design building the ideas and feedback of stakeholders in to the redesign of care pathways and services 10

Procurement working with stakeholders to design and scrutinise service proposals, including planning capacity, managing demands and shaping expectations Monitoring and evaluation embedding public, patient and stakeholder views into the evaluation of commissioned services and pathways, supporting patient choice across Primary Care and getting stakeholder feedback on performance. Promoting Equality and Diversity As a public authority, NHS South Norfolk CCG has a legal obligation under the Equality Act 2010 to promote equality of opportunity, foster good relations and eliminate discrimination in relation to all groups with the nine protected characteristics including age, disability, gender reassignment, marriage and civil partnership, pregnancy and maternity, race, religion, belief sex and sexual orientation. Control measures are in place to ensure that the CCG complies with the required public sector equality duty as set out in the Equality Act, 2010. Within the last year the NHS Equality Delivery System Outcomes Framework (EDS) has been updated and published online: http://www.southnorfolkccg.nhs.uk/about-us/equality-and-diversity This framework sets out the CCG s commitment to those groups and is used to review equality performance and identify priorities and actions. One of the identified priorities of the plan is to achieve meaningful engagement with patients, carers and communities across South Norfolk. Particular attention is being paid to identify and engage with groups and individuals with protected characteristics. In partnership with Equality Cohesion Norfolk, the CCG is forging links with a broad range of public and statutory sector forums across Norfolk to ensure it is at the forefront of commissioning and consultation developments, and is aligned with the on-going aims of the Norfolk Community Relations and Equality Board. The CCG is a signatory to the Hate Free Norfolk Pledge. Addressing Complaints, Managing Freedom of Information Requests and Supporting Patient Advocacy NHS South Norfolk Clinical Commissioning Group recognises the rights that an individual has towards making a complaint about a service that has been commissioned by the 11

CCG, or an experience they have had of health and social care in the area local to the CCG. These experiences are captured via the CCG s Compliments, Comments, Concerns and Complaints process, which involves the Patient Advice and Liaison Service (PALS) (provided locally by NHS North and East London Commissioning Support Unit). PALS acts confidentially when handling patient and family concerns, liaising with staff, managers and, where appropriate, relevant organisations to provide prompt solutions. NHS South Norfolk CCG ensures that all complaints received are investigated and responded to in accordance with the Local Authority Social Services and NHS Complaints (England) Regulations 2009 and the Parliamentary and Health Service Ombudsman s Principles. In line with the CCG s commitment towards openness and transparency, the CCG will respond to all Freedom of Information (FOI) requests in the following ways: Maintaining and updating the CCG s Freedom of Information Publication Scheme : http://www.southnorfolkccg.nhs.uk/sites/default/files/pdf/publication%20schem e%20south%20norfolk%20ccg-june%202013.pdf Responding to all FOI requests in accordance with the requirements of the governing legislation and within statutory timescales where possible The CCG will also support the work of local health advocacy and patient involvement groups that act as critical partners to the work of Clinical Commissioning Groups. Locally, these include Healthwatch Norfolk, POWhER and the Health Overview and Scrutiny Committee. The CCG will support patient complaints and concerns that come from these routes, as well as involve these organisations as key stakeholders in all commissioning activities. 12

Section 4 The Aims and Objectives of the Communications and Engagement Strategy NHS South Norfolk Clinical Commissioning Group s Communications and Engagement Strategy 2014-2016 supports the overall aims and objectives of the CCG, as outlined in its vision: We aspire to deliver the highest quality integrated healthcare, which is appropriate effective, efficient and sustainable, in order to improve the health and well-being of the whole and diverse population of South Norfolk. Over the period 2014 to 2016, the CCG will aim to: Communicate and engage with the needs of with Member Practices, the local patient population, stakeholders and providers Demonstrate the role patients, the public, stakeholders, and Member Practices have had in influencing health and social care decision making Commission services centred on local patient s needs and put the voice of patients at the heart of how the CCG operates Communicate what the CCG is doing openly and transparently To achieve these aims, the CCG will work towards the following objectives: Involve local patients in the commissioning cycle over a service s life span and collect and review patient experience data to support the monitoring and commissioning of services Communicate effectively with Member Practices, as well as utilise and involve clinical expertise from care settings and providers across South Norfolk Proactively promote the reputation of the CCG as an open and transparent organisation through accessible information, public meetings and media relationships Create innovative and responsive mechanisms to encourage wider patient and public involvement in the work of the CCG, and a range of routes with which to communicate with the CCG Support the CCG s Quality and Patient Safety team in routinely demonstrating the impact of patient involvement in providing feedback on healthcare experiences and the resolution of complaints 13

Demonstrate that the CCG listens to concerns, compliments, comments and complaints, respond to Freedom of Information requests and support local health advocacy and scrutiny groups Work closely with diverse communities and groups with protected characteristics in South Norfolk to ensure their voices are heard Provide timely opportunities for stakeholders to input on the CCG s strategic direction and commissioning intentions Develop and improve internal staff communications and support for continuous development of communications and engagement skills within the CCG Support the importance of Communications and Engagement, as championed by the CCG s Governing Body Lay Member for Patient and Public Involvement Regularly review the Communications and Engagement Strategy for relevance and to reflect strategic updates 14