Was dividing Chorley A&E a marketing ploy gone wrong

Marketing plans to fragment A&E departments continue.

In 2017, Warrington & Halton hospital trust board setup a detailed marketing plan for people who opted to pay privately [PDF]  for surgical operations that were previously banned by commissioners (Clinical Commissioning Groups).

The marketing plan was relaunched in 2018 where it was revealed the trust had actually established the pay private scheme five years earlier in 2013, immediately after the 2012 Health & Social care act came into effect.

[1] Other 'changes' to how the NHS functions also came into effect such as 'fragmenting' A&E departments into two parts (emergent & urgent) then selling off the 'urgent care' contract to the private sector later.

Can anyone think of where [1] above has already happened?  I'm sure you can, just think local..

In their marketing material, the trust said they were "prepared to rebut ‘privatisation’ messaging via interest groups and media". 

It didn't work, and a clear message was sent from the public that all treatment under the NHS must remain universal and this is merely for those what had the ability to pay - and potentially jump any queues.

NHS patients were being charged as much as £8,500 for operations at the Warrington hospital trust, sparking outrage and claims "privatisation is already here".

Patients raised concerns over the cost of surgeries under the My Choice programme at NHS Warrington and Halton Hospitals Trust.

Since the introduction of the H&SC act in 2013, commissioning groups, also setup under the act, began to ration and ban NHS medicines and treatment, a list of which can be viewed here.

Barbaric and 'immoral'

One NHS campaigner said "So no knee/hip replacements for those that genuinely need them? No D&C (dilation and curettage) for those unfortunate to miscarry? Barbaric."

Another patient wrote on social media "Several of the operations I've had are listed including a knee arthroscopy I had a few years ago when I couldn't work for months."

She wrote that she was "horrified" to see treatment for heavy menstrual bleeding on the list, describing the whole move as "immoral"

The trust claim the self-pay scheme provided convenient access for patients, which many patients rightly translated as paying to jump the queue.

Since the outcry the trust have suspended the scheme. 

However, clinical commissioning groups (CCGs) continue to ration and ban medicines and treatment so be very vigilant and join an NHS campaign group near you.

Links/Related

NHS hospital stops plan to charge patients almost £20k for operations after outcry