Top tips for effective engagement

Sandra Phillips looks ahead to the NHS reforms and suggests some best practice consultation tips.

So the controversial Health and Social Care Bill –  which aims to give doctors, nurses, patients and local councillors more power in shaping local NHS services – finally gained Royal Assent, despite high profile opposition from unions, clinicians and politicians.

But we haven't seen anything yet – for the real debate has still to hit the headlines – how health services need to be overhauled to make the NHS effective and affordable for the longer term. 

Many of the solutions will be unpalatable – even closing much-loved local hospitals – but the Government is clear - decisions should involve local people.

We know you can win people onside – gaining support for unpopular planning applications, closing community hospitals or merging universities – but only through carefully planned and managed engagement.

Consider my  top 10 tips for effective consultation:

• Engage early, consistently and maintain control – don't let others drive the debate
• Explain the context – set out the rationale before offering up options
• Set realistic timeframes – it takes time to bring people onside – get key influencers on side first
• Allow noise – encourage people to have their say however unpalatable their views may be
• Clarify areas of influence – be clear about what people can effect – and ensure they have genuine influence on the final outcomes
• Identify ambassadors – find leaders to front the change – people trust doctors, nurses, academics not managers
• Know your opponents – reduce their impact by identifying their concerns early on and seek to counterbalance them
• Give everyone a voice – use a range of engagement techniques so that individuals as well as representative groups have their say, including those who find it difficult to engage through traditional channels
• Avoid mass public meetings – use events where you can engage with people individually
• Empower staff – people who influence their future are more likely to embrace change - and those delivering the service are the ones who know the most about it