New category

World class commissioning sponsored by the Department of Health

In December 2007, the Department of Health, together with the NHS launched the vision for world class commissioning – a document which sets out what it means to be world class – ‘adding life to years and years to life’ and identifies a set of organisational competencies needed to become world class commissioners.

Six months on and the programme to deliver world class commissioning is progressing at pace. It will be the key delivery vehicle to achieve improvements in health and well-being outcomes and reductions in health inequalities. The programme seeks to bring about a different approach to commissioning: one that is focused on outcomes and involves all partners including patients, public, local authorities, clinicians and providers in making tough choices about priorities and how to deliver them.

By delivering a more strategic, long-term and outcome focussed approach to commissioning, PCTs will radically transform the commissioning landscape in England and deliver an NHS which is equipped to address the main challenges of the 21st century; challenges which include, changing lifestyles, evolving demographics, and new patterns of service design.

This new world class commissioning category has been introduced to showcase organisations that are demonstrating progress towards world class standards. As key commissioning organisations, it will be PCTs, supported by SHAs, that will lead the work on delivering world class commissioning in a way that ensures the needs and priorities of the local population are met.

What judges want:

· strong leadership at all levels within the organisation, with a board that demonstrates a clear understanding and grip on the organisation’s long-term goals

· an understanding of the key health and well-being outcomes that will need to be achieved in the medium to long-term in order to best meet the needs of the local population and reduce inequalities

· a clear vision and long-term strategy for the improvement of health and well-being in their locality

· evidence of how the organisation has positioned itself as the leader of the local NHS and is respected by its community partners

· solid foundations in the world class commissioning competencies relating to partnership, specifically:

o strong relationships with key local partners, in particular the local authority

o good engagement between managers and clinical/medical staff

o meaningful engagement with the public and patients

· understanding of the importance of and progress in achieving the other commissioning competencies, such as seeking and applying innovation, knowledge and best practice

· improvements in commissioning at all levels within the organisation, including where appropriate practice based commissioning and joint commissioning

· an understanding of where they are on the journey towards world class and how much further they have to go

· commitment and leadership potential to share their experience and expertise and support development in others

New Category

Best Social Marketing Project sponsored by the National Social Marketing Centre

This year’s HSJ Awards introduce a new category for Best Social Marketing Project. This award recognises the rising importance of social marketing in health service policy over recent years.

Social marketing is essentially a powerful way to achieve positive impacts on people’s behaviour. Adaptable to a wide range of social policy, it is particularly suited to health improvement and addressing health inequalities. In formal terms it is “the systematic application of marketing, alongside other concepts and techniques, to achieve specific behavioural goals for a social good”. Its essence is strong ‘customer’ orientation – understanding where people are starting from – providing the insight to understand how to motivate and sustain positive behaviour.

In 2006, the National Social Marketing Centre launched its independent review It's our health!, commissioned by the Department of Health as part of its Choosing Healthwhite paper commitments. The report set out strategic and operational recommendations on how social marketing can be applied to improve the impact and effectiveness of health promotion in England, at national and local levels.

The brief for the National Social Marketing Centre is to help build capacity and skills in social marketing and to work to more fully realising the potential of effective social marketing, at national and local levels.

This new award has been launched to encourage and celebrate best practice in health-related social marketing.

What judges want:

Essential:

* Focus on a behavioural goal with your target audience

* Use of customer insight to drive your project

Desirable:

* Use of social behaviour theory to inform your approach

* Segmenting and targeting your audience

* Development of partnerships to engage your audience

* Using an integrated mix of marketing tools

* Demonstrating measurable behavioural outcomes (or a measurable framework and indicators of successful development)