Finalist
Value-Based Procurement: Why is Now the Right Time?
Summary of work
In the wake of COVID, NHS procurement professionals faced huge pressures, including rising patient demand and efficiency challenges. Value-based procurement (VBP) offers an innovative solution for Trusts looking to make savings across care pathways and improve patient outcomes.
The potential of VBP was recognised; the adoption has been slow. Baxter – a leader in VBP – found that many procurement directors were interested in VBP, but struggled to move from theory into practice.
Baxter decided to create a new resource to simplify the complexities of VBP for a targeted audience of NHS procurement directors, to open a conversation about what VBP could achieve.
To inform the content, Baxter convened a round-table with senior procurement stakeholders on the limits to VBP progress. The findings were used to inform a powerful new animation, clearly communicating the benefits of a strategic partnership and addressing the concerns of NHS Trust professionals.
The animation was launched at a high-profile procurement conference and shared via social media channels, Baxter’s UK website and through direct customer engagement. It has received widespread praise from target stakeholders and exceeded the clearly defined KPIs. Most importantly, it has furthered Baxter’s commercial objectives and generated conversations with ten NHS Trusts.
Judges’ comments
This project by WA Communications and Baxter was solid, a tough subject and well-articulated. It was straightforward and honest, with a clear business rationale. It fulfilled a real business need and the tactic to develop the video was effective.
