The document discusses the partnership between communications consultancy DTW and management consultancy Private Public Ltd (PPL) and how they can help healthcare providers respond to the UK government's new policy of creating an open healthcare market. It outlines their strategic marketing and communications model which includes understanding the new marketplace, analyzing competitors, developing engagement strategies, and providing marketing communications support. The partnership combines the teams' experience in healthcare and public sector alongside marketing and change management expertise.

1. Equity & Excellence:
Meeting the challenge
of an open market for
health care

2. Intelligent Marketing:
Understanding the marketplace;
articulating your offer;
communicating professionally...
The Government’s White Paper
“Equity and Excellence: liberating the
NHS” radically shifts commissioning
responsibilities and kick starts a shift
in the development of an open
market for health care.
The challenge for healthcare providers is to
be first in recognising the opportunities and
threats which this brings, and to develop
appropriate responses to future service
planning, delivery and engagement with
commissioners and patients.
Specialist consultancies DTW and PPL bring
together wide-ranging experience of the NHS
and its culture, a thorough understanding of
the proposed changes and comprehensive Intelligent marketing
knowledge of the marketing skills needed to
steer clients through the challenge which lies The DTW-PPL model for the delivery
ahead.
of an intelligent marketing service to
Some of our lead consultants and advisers providers is:
have been closely involved in the
development of GP commissioning in Strategic overview
Cumbria, which has set the template for the We have developed a model for providers to
new national approach. respond to “Equity and Excellence”. This
uses research and intelligence to help clients
Our strategic adviser Paul Corrigan is
understand the emerging marketplace and
recognised as the leading authority on
articulate their offer, followed by professional
market development in the NHS.
communications to ensure that key
messages and information reach the right
audiences in a timely way.
Competitor analysis
The Government has indicated it will consider
“any willing provider” and will not respect

3. current NHS monopolies on service NHS, education and emergency services.
provision. Competition is likely to increase The company provides fully-integrated
from: existing and newly integrated NHS communications services, including PR,
trusts, the private sector social enterprises marketing, advertising, campaigns, direct
and the third sector. GP practices may also marketing, graphic design, website
seek to widen their own provision of development, digital communications, event
community services. We analyse and track management, internal communications and
current and potential future competition at public consultation.
local, regional and national levels.
Private Public Ltd (PPL), based in London,
Market intelligence is an independent consultancy, formed in
Our research & intelligence team undertake 2007 to support the development of
analysis of statutory and regulatory changes excellence and efficiency in public service
as well as supply and demand-side drivers, delivery. PPL’s team includes senior
providing a framework for future planning. practitioners and experienced consultants
This intelligence is continually reviewed and with direct experience of delivering public
updated to reflect emerging policies and service improvement and change. They
approaches to market development. support all areas of people, process and
system development, with a focus on uniting
Engagement strategy all three in the most cost effective way
We review and make recommendations on possible around the delivery of strategic
the development of Customer Relationship change.
Management (CRM) and stakeholder
engagement programmes. We can also Both organisations combine a long history of
support on public and stakeholder working in partnership with the health sector
consultation. with deep knowledge in their specialist fields.
Clients include NHS trusts in Ealing &
Marketing communications Harrow, Brent, Cumbria, Lambeth, Tower
We work with your in-house communications Hamlets and Teesside.
team to deliver specialist support, including
press and public relations, marketing
campaigns, digital communications, graphic
design, direct marketing, event management
and internal communications.
Working in partnership
The partnership between
management consultancy Private
Public Ltd (PPL) and communications
consultancy DTW is delivering high-
value strategic and operational
change programmes nationwide for
public sector clients and partners.
DTW, based in North Yorkshire, is a full
service marketing and PR company which
works across central and local government,

4. The DTW-PPL team
The DTW-PPL team of lead consultants is supported by over 30 specialist support staff, including
researchers, analysts, consultants, marketing and PR executives, graphic designers and digital
communications developers.
Pete Whelan MCIPR – Simon Morioka –
Chairman, DTW Managing Director, PPL
A marketing and PR professional A strategic senior management
with over 30 years experience, consultant with over 10 years
Pete led the development of experience across a range of
marketing communications for sectors throughout Europe,
NHS Cumbria during the roll-out including as a Senior Manager
of GP commissioning during within the NHS in the UK.
2008-09.
Jon Ellis – Consultant, PPL
Chris Taylor MCIPR – A senior consultant with extensive
Managing Director, DTW health and public sector
Chris specialises in experience and expertise in
communications campaigns for stakeholder engagement, project
public and private sector clients management and solution design.
working in with difficult public and
political issues.
Hayley Stewart DipM MCIM Steve Sewell –
– Director, DTW Associate, PPL
A strategic and tactical marketing A highly experienced specialist
specialist, Hayley has led major NHS consultant with a range of
campaigns for a wide range of skills in solution design and
public sector organisations implementation throughout the
across the UK. health sector in the UK, including
strategic development work with
NHS Cumbria.
Contact us
For advice and support on your marketing needs in the
NHS of tomorrow, contact:
Peter Whelan Simon Morioka
Chairman Managing Director
DTW PPL
T: 01287 610404 T: 0207 692 4851
W: www.dtw.co.uk W: www.privatepublic.co.uk
Astute thinking – exceptional service