The 10 Year Health Plan – Identifying the communications challenges
The 10 Year Health Plan continues to receive a mixed reception from organisations, commentators, healthcare professionals and the public. There’s general agreement around the three big shifts that form its foundation. But, as we look ahead to a delivery plan in the Autumn, there are some big questions about how these changes are implemented which need answering.
For everyone in healthcare communications, in agencies and in-house, those questions lead to significant challenges. The three big shifts: from analogue to digital; hospital to community and sickness to prevention, are unlikely to happen, at least not as quickly or comprehensively as the Government would like, without strategic and targeted communications campaigns, across myriad audiences.
To help guide communications professionals, the PRCA Health Group is today launching a survey to better understand the challenges you’re facing, and the potential solutions we could implement to address them. There’s a clear opportunity for us to write our own communications delivery chapter – which the Health Group will present at an event on 16th October.
We’ve put our heads together on what we think some of the key challenges might be, linked to those three big shifts. But, we anticipate there will be many more challenges out there and innovative ideas and solutions to match:
How do we ensure that everyone is brought along with the move from analogue to digital, and what does this really mean? We know there are significant digital literacy gaps, particularly among certain demographics. How can communications support this step change?
How do we get the public comfortable with the move from hospital to community? We know that hospitals are often seen as the front door to receiving NHS care – how can we convince people to see – and use – a Neighbourhood Health Service as the preferred first port of call?
What does the move to prevention mean in practice for patients and service users and how do we get them to take preventative action? What role do organisations, regulators, charities and businesses play in empowering them to make healthy choices?
We’re sure there are many more communications challenges – and crucially, opportunities – presented by the plan. Please complete our survey to provide your thoughts on what some of these might be. The survey will close on 21st September 2025.