The view from the    frontline   Steven WibberleyBritish Lung Foundation
About us…www.blf.org.uk   © British Lung Foundation 2012
Supportwww.blf.org.uk   © British Lung Foundation 2012
Researchwww.blf.org.uk    © British Lung Foundation 2012
Campaignswww.blf.org.uk      © British Lung Foundation 2012
Our trading company     • Established a trading company – BLF Services:     • Income of around £220,000 per year     • Two...
Self management publicationswww.blf.org.uk                         © British Lung Foundation 2012
Campaigns and eventswww.blf.org.uk              © British Lung Foundation 2012
Challenges selling to the NHS     Money…                 Priorities…                         Change…                      ...
This isn’t…www.blf.org.uk     © British Lung Foundation 2012
Going back to basics                 Purpose                 Product                 People                 Policy        ...
Purpose                 • Why are we doing this?                 • Relationship with charitable activity                 •...
Product     – a new development processwww.blf.org.uk                     © British Lung Foundation 2012
People     – understanding our customers                 • Who are (could be) our customers?                 • Historic pu...
Policy – use as a leverwww.blf.org.uk                 © British Lung Foundation 2012
Promotion                 • Segmented, multichannel strategy                 • Good evaluation and monitoring             ...
Price                 • Understand our costs                 • How price sensitive is the market?                 • …but w...
Going back to basics                 Purpose                 Product                 People                 Policy        ...
Steven Wibberleysteven.wibberley@blf.org.uk        @stevenwib
The view from the frontline - achieving success and improving patient/public outcomes through effective engagement with he...
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The view from the frontline - achieving success and improving patient/public outcomes through effective engagement with health commissioners

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Steven Wibberley - director, BLF Services, British Lung Foundation
Changing the game: positioning your charity to succeed in the new health service market conference
www.charitycomms.org.uk/events

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The view from the frontline - achieving success and improving patient/public outcomes through effective engagement with health commissioners

  1. 1. The view from the frontline Steven WibberleyBritish Lung Foundation
  2. 2. About us…www.blf.org.uk © British Lung Foundation 2012
  3. 3. Supportwww.blf.org.uk © British Lung Foundation 2012
  4. 4. Researchwww.blf.org.uk © British Lung Foundation 2012
  5. 5. Campaignswww.blf.org.uk © British Lung Foundation 2012
  6. 6. Our trading company • Established a trading company – BLF Services: • Income of around £220,000 per year • Two main product lines..www.blf.org.uk © British Lung Foundation 2012
  7. 7. Self management publicationswww.blf.org.uk © British Lung Foundation 2012
  8. 8. Campaigns and eventswww.blf.org.uk © British Lung Foundation 2012
  9. 9. Challenges selling to the NHS Money… Priorities… Change… Culture…www.blf.org.uk © British Lung Foundation 2012
  10. 10. This isn’t…www.blf.org.uk © British Lung Foundation 2012
  11. 11. Going back to basics Purpose Product People Policy Promotion Pricewww.blf.org.uk © British Lung Foundation 2012
  12. 12. Purpose • Why are we doing this? • Relationship with charitable activity • To make money or to deliver services?www.blf.org.uk © British Lung Foundation 2012
  13. 13. Product – a new development processwww.blf.org.uk © British Lung Foundation 2012
  14. 14. People – understanding our customers • Who are (could be) our customers? • Historic purchasing • Their needs • Their budgets • Purchasers and beneficiarieswww.blf.org.uk © British Lung Foundation 2012
  15. 15. Policy – use as a leverwww.blf.org.uk © British Lung Foundation 2012
  16. 16. Promotion • Segmented, multichannel strategy • Good evaluation and monitoring • Build on word of mouth • Challenge of general practicewww.blf.org.uk © British Lung Foundation 2012
  17. 17. Price • Understand our costs • How price sensitive is the market? • …but we are a charitywww.blf.org.uk © British Lung Foundation 2012
  18. 18. Going back to basics Purpose Product People Policy Promotion Pricewww.blf.org.uk © British Lung Foundation 2012
  19. 19. Steven Wibberleysteven.wibberley@blf.org.uk @stevenwib

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