Bridging the gap between comms and frontline change in the health and social care sector

When marketing professionals and frontline staff collaborate seamlessly, the result is transformative change that directly benefits patients and service users.

But bridging the gap between communications teams and those delivering the care on the ground remains a challenge.

With the recent decision to wind down NHS England and devolve more responsibility to local authorities, we’re seeing a fundamental reframing of the UK health and social care landscape. Local authorities, Integrated Care Systems (ICSs) and place-based partnerships are being tasked not just with commissioning services, but with leading behaviour change and improving public health at a local level.

On paper, this is a chance to bring services closer to the communities they serve. In practice, it’s a significant challenge – particularly for communications teams who are being asked to deliver more with fewer resources, while navigating complex systems that are still evolving.

At the same time, frontline services are under immense pressure. Demand is rising, budgets are tight and the gap between what services can offer and what people need is growing. In this context, clear, human-centred communication is crucial.

So how do we ensure that comms doesn’t just sit at the edges of this transformation, but actively supports the change on the ground?

That’s the gap. And it’s one we urgently need to close.