Public Sector: GPs told to up comms game

A healthcare PR boss has said that the radical overhaul planned for the NHS means GPs must improve their comms skills to 'fully engage with the local community'.

The plan to establish 'GP consortia' to replace the existing primary care trusts will see 60 per cent of staff from primary care trusts and strategic health authorities transfer to the new GP-led groups.

Sarah Wrixon, a former national comms director in the Department of Health and the NHS, said: 'GPs will be directly accountable to their patients for the first time since the creation of the NHS, responsible for fully engaging with the local community.'

Wrixon, now MD of Salix Consulting, added: 'The greatest challenge for the consortia will be to engage with all their patient population, not just the predictable, self-selecting few who turn up to focus groups.'

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