Our approach to engagement

The Communication and Engagement Strategy 2016-2020 sets out our approach and principles to communicating with stakeholders and the public and involving local people in changes to NHS services in Walsall. It provides clear objectives to ensure that patient and public views are at the heart of the services we commission.

Our strategy is informed by local engagement and the CCG’s five-year commissioning strategy, which is based on an understanding of Walsall’s population and health needs and outlines four strategic aims:

  • Improve health outcomes and reduce health inequalities
  • Provide the right care, in the right place at the right time
  • Commission consistent, high quality, safe services across Walsall
  • Secure the best value for the Walsall pound and deliver public value.

The Communications and Engagement Strategy is also supported by a set of robust Social Media Guidelines.

Our approach to patient and public engagement encourages innovative and meaningful engagement. Supported by our patient and public representatives, we advocate a set of principles and objectives to act as a guide for commissioners thinking about and designing their communication and engagement plans.

We will undertake effective and inclusive engagement with local people, but also where required with people who have specific protected characteristics as set out in the Equality Act 2010 and our Equality and Diversity Strategy 2018-22.

Engagement Framework for the CCG

Engaging with patients and the public throughout the commissioning process

The Engagement Cycle is a strategic tool that helps commissioning teams understand who needs to do what, in order to engage communities, patients and the public at each stage of commissioning. This helps the CCG to deliver the best possible quality and outcomes for patients, meet the needs of Walsall people and reduce inequalities.

The model below identifies five different stages when patients and the public can and should be engaged in commissioning decisions. At each of these five stages (identify, develop, improve, procure, monitor), The Engagement Cycle provides simple advice on what to do in order to undertake high-quality patient and public engagement (PPE) that will enhance and support the decisions that commissioners need to make. This cycle is championed by the CCG’s Communications and Engagement Team and is used to support commissioners.

The Engagement Cycle

CCG Stakeholders and Stakeholder Mapping

Building supportive and trusting relationships with our key stakeholders are critical to the success of our Communications and Engagement Strategy. It is crucial that we understand who our key stakeholders are and their importance to the delivery of the CCG’s vision and priorities. The CCG has many stakeholders who we must listen to, engage and work with. Our key audiences and stakeholders include, but are not limited to, the following groups:

  • Patients and public
  • Health and care partners and providers
  • Internal CCG Stakeholders and staff
  • Community, voluntary and third sector organisations
  • MPs and Councillors
  • Education Services
  • Media
  • Government and regulators
  • Professional bodies
  • Public sector originations

Download our full Stakeholder List here.


Delivering effective Communications and Engagement

Whilst our Executives have overall responsibility of ensuring we meet our CCG principles of engagement and the legal requirement to involve local people in commissioning decisions, we want to empower and educate all CCG staff in understanding the process of engaging and involving patients and the public in service redesign.

The following support documents are in place to support individual commissioners and can also be used by Patient Participation Groups:

Contact List for Vulnerable Groups

Communications and Engagement Project Support Brief

Communications and Engagement Project Plan Template

Communications and Engagement Feedback Form