With the new Labour government’s commitment to use private healthcare to help cut the NHS backlog, private providers will be given more opportunity to bid for contracts.
NHS procurement teams, who award these contracts, follow guidance which supports NHS England’s commitment to meet its net zero target by 2045 while achieving its wider social value priorities. Since April 2022, all NHS procurements have included a minimum 10% net zero and social value weighting.
To further emphasise the social and environmental commitments expected from the health sector, as part of its Green physician toolkit, the Royal College of Physicians (RCP) has told doctors to discuss climate change with their patients. The College believes that doctors have a vital role to play in the NHS achieving its net zero target including by reducing ‘unnecessary’ prescriptions and blood tests.
All NHS procurement has to contribute to the NHS net zero and social value goals and therefore suppliers will not only be awarded contracts based on quality and price but also on how they demonstrate their commitment to environmental and social issues.
So beyond the facts and figures how do private providers show their social value through their brand communications?
As an agency we have experience in helping our clients to address social and environmental clauses in tenders and we’re able to draw on the knowledge we gained through our B Corp certification.
NHS procurement teams apply the following five social value model themes when awarding contracts: fighting climate change, wellbeing, equal opportunity, tackling economic inequality, COVID-19 recovery. Within these themes there are ‘priority areas’ and ‘opportunity areas’ which can provide a focus for key messages communicated through various formats.
Here are some examples:
Company mission statement Incorporate a general commitment to your social and environmental responsibility in your mission statement. This doesn’t need to be detailed but could mention a commitment to diversity and inclusion in your workplace for example.
Company values You can include more detail about your social and environmental commitments in your values. For example, if you have a value linked to innovation, you could incorporate a statement around reducing environmental impact when redesigning products or services.
Make sure you share your mission statement and values on your website
Social media content You don’t know who from your potential customer organisation may be following your company on social media so use it as another way to reinforce your messages around your social and environmental values. You can post around programmes you have to support your staff’s physical and mental wellbeing, training opportunities or career progression. Or you can show your support for awareness days around disability or long-term health conditions.
Blogs Create blogs which link to your social and environmental activities. For example, you could write a blog about how you are reducing single use plastics and packaging or increasing recycling. Or it could be about how your staff use their volunteer hours to support people affected by COVID-19 or a charity.
You can promote your blog on social media and your website.
Video content Produce video content to tell your story and bring the messages around your social and environmental values to life. For example, you could create a video showing a day in the life of a staff member who has a long-term health condition or disability and how they have been supported at work through training and skills development.
All the activities above could help you to stay one step ahead of your competitors and win new business. They also have a wider value in supporting your more general marketing and recruitment goals.
Contact us to find out how we can support you to win your next tender. We can also help with your account-based marketing and have tactical strategies to support your process.
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