Do you want to engage with one of the UK’s biggest organisations? Not sure where to start? These slides are from our free event in partnership with Wessex Academic Health Science Network that delved into the intricacies of working with the NHS. To find more events like this, visit www.science-park.co.uk/events

1. Frank Ratcliff
Senior Project Manager
Wessex AHSN
Frank.Ratcliff@wessexahsn.net
“The £100 Billion Customer; Doing Business with the NHS”.
Frank Ratcliff
Bill Gillespie
Wessex Academic Health Science Network

2. Contents:
Follow the Money; existing structure of the NHS; Frank Ratcliff
Current pressures and changes; how the NHS is evolving; Bill
Gillespie
Simple Selling Strategies; Frank Ratcliff

3. Not really £100bn.
NHS alone is £120bn.
LaingBuisson Healthcare Market Review, 28th edition, 2015
Total UK is ~£165bn.

4. “The” NHS doesn’t exist…….
The Kings Fund view….

5. 19>6
£120bn
£72bn
50%-80%->90%
£3.9bn

6. £?
Bill’s story…..
NHS 2-3000 patients
Contract with CCG
NHS
Quality
Outcomes
Framework

7. QOF; “a stich in time saves nine?”
Diabetes
Asthma
COPD
Stroke
Dementia
Heart disease
+16
Register / Prevalence
Treatment to target
Annual reviews
Prevent illness
www.gpcontract.co.uk
Points make prizes…..

8. £?
HRG
HSCIC/NHS Digital/SUS/HES
Tariff
Invoice
CCG pays Hospital (NHS?)
XS bed-days?
30 day re-admissions?
Bill’s story…..

9. Bill’s story…..
£?
£23,250?
Southern Health
NHS Trust
Agency
contract

10. CCG;
Stop people getting ill
Prevention
Keep poorly people out of hospital
Frequent Fliers personal care plans
Intermediate care teams
Diagnose + prevent
Acute;
Early discharge
Reduced cost pathways
No 30 day re-admissions
Avoid fines (RTT)/infection
GPs;
Not enough of them
Not enough time
League tables
Tick boxes
Education
Council;
Public Health
National Living Wage?
NI rise
Council tax rises capped.
Care Agency;
Handing back contracts?
Families;
Want to keep Bill at home
Agency fee £300/week
Care Home £1500/week

11. Patient
Outcomes
VFM;
Timescales
Product
Commercial
return

12. Decisions decisions. E
V
I
D
E
N
C
E

13. A word about NICE…(National Institute for Health and Care Excellence)
Guidelines
Technology Appraisals
Interventional Procedures Guidance
Medical Technology Guidance
Diagnostics Guidance
Highly specialised technologies guidance
Necessary, but not sufficient.
Lots of rules, no police.
NICE is changing too…..
Fee for service; TAs
Office for Market Access

14. NHS Supply chain (DHL) + NHS Shared Business Services (Virtual Stock)
Barcodes / GS1 / Scan 4 Safety
Procurement
Estates
Specialised commissioning
Some lose ends…..

15. Help !!??!!
AHSNs - push
Health Innovation Programme
Health Innovation Surgery
Health Innovation Forum
Funding Support Service
Investor Showcase
NHS – Pull
AHSNs
Directors of transformation/innovation
NIA
Accelerated access review
Innovation Tariffs
National and Regional Priorities
LEPS
UKTI
Dept International Trade
Councils
SBRI Healthcare

16. Summary;
NHS is complex, and big.
Everyone cares about the patient, but……
Understand the organisations, money flow and drivers.
Help is out there.
NHS is changing……

17. Bill Gillespie
Wessex AHSN Chief Executive Officer

18. What’s happening in the NHS?
From this… …to this

19. Moving away from….
Commissioner/provider split
Primacy of Foundation
Trust/Trust Governance
Domination of Payment by
Results financial system
Disaggregated provider
landscape – acute +
primary care
Sub-optimal scale for
specialised servicesSharp separation between commissioner
& provider performance management
Failure to
join up and
exploit
data across
settings of
care
Predominantly
reactive model
of care

20. … and moving to this….
Blurring of
commissioner/provider
boundary eg prime contractor
roles, vanguards, ACO-type
models
Emerging system governance
- STPs, SROs, system control
totals
New financial models –
outcome-based eg “Year of
Care”, Innovation Tariffs
Consolidation of providers
- hospital chains, place-based
integration, GP federations
Consolidation of
specialised hospital
services
Joined up data and population
segmentation and risk stratification
Service models
driven by data
insights, inc patient-
generated data –
agnostic on setting
of care
Increase in user-led service
design supported by ease of
capturing patient-generated
data. Self-management a
critical theme
National/regional
performance management
of system aligned to
direction of travel
A spectrum of proportionate
evaluation recognising pace of
technological advances?????
Predictive, preventive care models

21. Evolution not revolution
From this… …to this

22. The implications for industry
Positives
• Greater NHS system working removes some key
barriers to adoption
• STPs
• Vanguards
• Greater willingness to explore different financial
models
• Does the model incentivise the right
behaviours – prevention, self-management,
pro-active management of conditions, patient
resilience?
• Does the model make it easier for
commissioner eg convergence of pharma +
medtech?
• Data seen as an asset – products which
support population segmentation, risk
stratification and pro-active management will
be attractive
• Products supporting workforce productivity,
including “virtual multidisciplinary teams” will be
attractive
• Products which resonate with the “lived
experience” of patients/carers – eg multiple
morbidities of an ageing population
• Provider consolidation may make it easier to do
business at scale
Challenges
• The system is in transition - this will take years
• Caldecott 3 and increasing fears over cyber-security
may inhibit use of data for population health
management (what is secondary use?)
• System changes and level of operational pressure
may preoccupy managers and boards
• Providers need to acknowledge and be responsive
to “digital divide”, “harder to reach groups”. The
NHS values equity
• The system can be highly ambivalent towards
piecemeal, incremental improvements versus
wholesale, pathway change
• Disruptive innovation may resisted by some
powerful groups within the system

23. Frank Ratcliff
Simple Selling Strategies.

24. Simple Selling Strategies.
Frank Ratcliff
My experience?
Your experience…..

25. Best and worst BUYING experience;
WHY?
• process, not product.
• what was good….left you recommending
to others
• what left you annoyed / frustrated?

26. Simple Selling Strategies.
1. Be prepared
2. Find the need
3. Fill the need (or walk!)
4. Objections
5. Close – next steps.
Great…thanks for
your help!
I feel like I’ve just
been sold to!
X
Sales models…..

27. 1)Be prepared.
• Who are you going to see?
• What’s their role?
board minutes; “declarations of interest”
• What’s are you aiming to achieve?
• What do you need to ask?
• What key facts do you need to say?
• What do you need to take?
Do your research;
• Google
• www.gpcontact.co.uk
• HES data
• https://fingertips.phe.org.uk/
• https://www.whatdotheyknow.com/

28. …be prepared.
• Introduce yourself, the company AND;
• “The Benefit Statement”
• Why should they listen?
• Practice….practice….practice!
I’d like to explore
whether we can reduce
your XYZ costs…
I think I can help you
increase your income from
ABC
I think you had ZZ hospital
acquired infections last year,
and I’d like to talk about how
we could help reduce that
number.

29. Tell-sell = no-sell
2) Aim to help - Find the need!
Understand their role, and levers
Commodities/competitive market;
• How is their current supplier?
• Frequency?
• Volume?
• Quality?
• Reliability?
• Price?
“We have an IT product that will
help keep people out of hospital.
We’ve spoken to all our local
hospitals, and no one is
interested”.
What are your
priorities at the
moment?
Are you happy with
how things currently
are, or could
anything be better?
Un-recognised needs;
• Open questions….
• scale
• frequency
• value
• desire

30. 3) Fill the need.
Once you’ve understood, or agreed their problem……
Can your product help?
If it can’t, then politely walk away.
If it can, then explain features AND Benefits.
My device has this
button/switch/menu/camera/
etc……
Which means that for you,
the costs go down, the
quality goes up, things
happens faster etc…

31. 5) Objections – a gift
• Listen
• Acknowledge
• Check
• Respond
• Check
• Close
“Yes, but….”
Opportunity to learn customer’s;
• Understanding
• Buying process
• Timescales
• Budgets
• Quality thresholds
• ETC!
PRACTICE
PRACTICE
PRACTICE
PRACTICE
PRACTICE
PRACTICE
!!???WTF??

32. 4) Close
What are your thoughts?
What’s the next step?
How do we move this forward?
Could you introduce me to…
Could I have a copy of that document?
Summarise actions……

33. Summary;
• Be prepared
• Have a plan for the call
• Aim to help
• Listen
• Practice

34. Questions?