MANAGING COMMISSIONING COMMUNICATIONS


A new era


With the dawn of the new NHS now well and truly underway, there has been a lot of emphasis on CCGs establishing and presenting themselves as new organisations, separate from the old, pre-reforms NHS. CARRIE SERVICE takes a look at how and why CCGs should be thinking about branding


S


o, whether you like it or not, CCGs are here and PCTs are no more. From your viewpoint on the inside, you can see first-hand that the NHS is going through huge changes. But from the outside – the viewpoint of patients and third-parties – is the change as apparent? And if not, what should CCGs


be doing to mark this change?


A NEW LEAF Scott Hingley, creative director of Touch Design, has been involved in developing branding for several CCGs across the East Midlands area and says that CCGs now need to shake off the past and embrace their new independence and individuality in order to create a brand that works and that people will recognise. “CCGs need effective branding to differentiate themselves from what has come before – primary care trusts,” he says. So how can they achieve this corporate makeover? “The trick is to create a brand that portrays the values, remit, geographical area or any other defining aspect of the CCG that also works comfortably and consistently within the existing NHS brand guidelines,” he says. An important part of building a brand is finding the CCG’s


identity and conveying it as accurately as possible – and avoiding clichés, says Hingley. “The branding also needs to maintain and build confidence and trust and not look like an expensive exercise,” he adds. Working in close partnership with whoever is helping to develop your brand is key to realising this objective


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