Advice for aspiring foundations

What can the experiences of first-wave foundation trusts tell us about the communications challenges that lie ahead for aspiring FTs?

Interviews with the chairs or chief executives of six FTs showed that payment by results and practice-based commissioning will drive similar changes in all trusts. Here are some key findings:

• Contestability and competition will make reputation management crucial. Some are already investing in stakeholder and customer audits.
• Everything tells us that patients will tend to go with the recommendations of their GP about where to have elective treatments. In the more competitive segments of business, such as where a trust is recruiting patients from further afield, the GP’s role is critical. Expect to see more structured communication programmes with GPs - and marketing campaigns.
• The role of the governor in FTs is becoming recognised as more important than simply recruiting members in large numbers. The relationship between governors and the wider membership, and between governors and the trust, is coming into focus. Some are setting up development programmes to equip their governors for the role.
• In recruiting members and consulting on their plans, FTs are using techniques new to the NHS, such as roadshows and mailings.
• The communications function in trusts will become more business-critical. This is likely to mean a new generation of staff with the seniority to make the function a corporate driver for all trust activities.

More information

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