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White Rose Health Innovation Partnership logo
Funded by the Higher Education Innovation Fund, the White Rose Health Innovation Partnership (WRHIP) provides a platform for those involved in the health sector (individuals from the NHS, industry and academia) to innovate together. The partnership aims to develop better links between its diverse membership and to deliver a step-change in the pace of innovation across a wide range of healthcare technology organizations, stimulating an increase in R&D, employment in high-tech jobs, and graduate retention.
We were commissioned to deliver one day master classes on Innovation and Marketing in order to facilitate interaction between people from academic, clinical and business backgrounds and to foster a collaborative environment in which to address today’s major health issues. We were tasked to work within the remit of the White Rose Health Innovation Partnership CPD4 Health Innovation project, which aims to bring key people together to address current and future health issues by:
We developed a programme which delivered master classes on The Importance of Marketing & Branding In The Health Sector, and Technology Innovation Management & Entrepreneurship (TIME). In the first we looked at how to meet high service delivery expectations of internal and external customers with an understanding of the competing brands in today’s health service sector, the changing commissioning environment and the importance of understanding the inherent needs of the commissioning customers within the NHS and the end users – the public. This is especially important for the NHS, which is driven by government initiatives and customer expectations.
In the second course we explored the process of innovation, the context for technological change, and how innovation is best managed in relation to health care provision. We specifically focused on what was meant by innovation and its relationship to entrepreneurship, strategic innovation, the innovation process and how technology innovation can be best managed to improve health care provision.
The popularity and success of these master classes led to us delivering an accredited and intensive four-day professional development programme on Marketing & Branding. This was designed specifically to address the needs of health provision managers who operate within a diverse marketplace and need to understand the difference between product and services marketing, be able to effectively segment and target customers, understand customer behaviour, develop and implement realistic marketing strategies, develop branding and positioning maps and set up measures to record the success of marketing and communication strategies. Our programme for the WRHIP enabled managers representing the sharp end of healthcare to interact and deepen the understanding of their colleagues from industry and academia of their future needs and expectations.
I found the Management School at Bradford University a pleasure to work with. They listened to what I was asking for and designed and delivered four events that met my needs. They had the internal expertise to lead the programme and also appropriate industry and healthcare contacts/networks to be able to invite in external speakers to demonstrate the application of the course content in the workplace.
I found the whole set up at Heaton Mount very professional from the quality of the venue and the presentation of the materials to the responsiveness of the administration team and the expertise of the course leaders. Elaine McNichol, Director - CPD4 Health Innovation
Bradford University School of Management, Emm Lane, Bradford BD9 4JL
Tel: +44 (0)1274 234393 Fax: +44 (0)1274 234405 E-mail:
management@bradford.ac.uk
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