In today’s fast-paced world, effective communication and engagement are crucial for the healthcare sector, especially for organizations like the NHS. Patients and families often rely on clear and timely information to navigate their care journey, making communication a key aspect of their overall experience. Director of Communications, Ross Wigham, sheds light on how Northumbria NHS Trust is revolutionizing the way it connects with local communities and delivers information in innovative ways.
During the height of the pandemic, the importance of providing accurate and trustworthy information to the public became more apparent than ever. Northumbria NHS Trust recognizes the significance of keeping the community informed and engaged, ensuring that everyone has access to the right information tailored to their needs. In a world where communication channels are constantly evolving, the trust is committed to reaching people through various platforms to meet them where they are.
Effective communication is not just about broadcasting messages but also about listening and engaging with stakeholders. Northumbria NHS Trust has made significant strides in this area, becoming the first NHS communications team in the country to achieve the accredited Communications Management Standard from the PRCA. This recognition underscores the trust’s commitment to delivering clear and impactful communications, fostering a dialogue with patients, staff, partners, and the wider community.
In addition to traditional communication channels like media, advertising, and printed materials, Northumbria NHS Trust is embracing new technologies and platforms to engage with its audience. From video content and messaging apps to blogs and social media, the trust is leveraging a diverse range of tools to connect with people in meaningful ways. Face-to-face interactions through services like the Patient Advice and Liaison Service (PALS) and pastoral support from chaplains further enhance the trust’s ability to engage with individuals on a personal level.
Listening to the voices of the community is a top priority for Northumbria NHS Trust, which is why initiatives like ‚community conversations‘ and world café events have been organized to gather feedback and insights from local residents. The trust’s online portal, ‚Have your Say,‘ provides a virtual platform for individuals to share their thoughts and concerns at their convenience. The Bright Charity, supported by public donations, plays a crucial role in enhancing the care provided by the NHS, while the volunteer service and healing arts program offer invaluable support to patients during challenging times.
Northumbria NHS Trust’s Community Promise encapsulates its dedication to improving the lives of those it serves, addressing issues such as health inequalities, employment, and the environment. By going beyond traditional healthcare services and focusing on holistic well-being, the trust aims to make a positive impact on the community and the region at large. Through initiatives like the Community Promise, Northumbria NHS Trust is redefining the role of the NHS and setting a new standard for community engagement and support.
In conclusion, Northumbria NHS Trust’s approach to communication and engagement exemplifies a commitment to transparency, accessibility, and community-centered care. By embracing new technologies, fostering dialogue with stakeholders, and prioritizing the voices of the community, the trust is paving the way for a more connected and responsive healthcare system. Through initiatives like the Community Promise and the Bright Charity, Northumbria NHS Trust is not only delivering healthcare services but also making a tangible difference in the lives of those it serves.