How Can PCNs Improve Communication?

Effective communication across Primary Care Networks (PCNs) is a persistent challenge. Despite having representatives in PCN meetings, many practice staff remain unaware of the PCN’s activities. So, how can PCNs enhance their communication?

CREDIT: This is an edited version of an article that originally appeared on Ockham Healthcare

PCNs often propose transactional solutions: adding sections to the PCN website with ‘how-to’ guides, creating monthly newsletters, or setting up additional WhatsApp groups. However, these efforts frequently fail to improve awareness and understanding among practice staff.

The power of direct communication

Communication is most effective when it happens directly between people. It’s not just about passing on information but ensuring the recipient engages with it. Therefore, PCN meetings are crucial. The first question to address is whether attendees are truly engaging with the discussions. If the meeting is full of participants on mute with cameras off, engagement is likely low. Actively seeking feedback from all attendees on the issues raised can help build engagement.

Right people, right roles

Next, consider the practice representatives attending the meetings. Are they the right individuals? Do they have influence back at their practice? How likely are they to share information with their colleagues? If information is reaching the meeting attendees but not going further, it’s time to rethink who should attend these meetings.

A practical strategy is for the Clinical Director to attend member practice meetings. This allows them to feedback the PCN’s work directly and stress the importance of practice representatives sharing this information. Asking how practices prefer to receive updates can also be beneficial.

Key players: Practice managers

Of course, practice managers play a crucial role in effective communication. A strategy gaining popularity is for the PCN manager or Digital and Transformation lead to meet regularly (often weekly) with practice managers. This keeps this key group engaged and informed about PCN activities, ensuring important updates make it onto practice meeting agendas.

All practice events

PCN-wide events, held quarterly or bi-annually, are another vital component. Face-to-face meetings allow the wider PCN membership to review progress and plan the way forward. More importantly, these events renew and strengthen engagement among member practices. These gatherings should include a reminder of everything the PCN is doing and has achieved. Although PCN Clinical Directors might assume practices are aware of these details, a refresher is often necessary.

Engagement equals effective communication

Ultimately, effective communication results from strong engagement from practices within the PCN. When engagement is high, communication flows more smoothly. Conversely, poor engagement leads to communication difficulties. Thus, instead of merely addressing the symptom (poor communication), it’s more effective to tackle the root cause (lack of engagement).

By focusing on direct communication, involving the right people, and fostering strong engagement, PCNs can enhance their communication strategies and ensure all practice staff are informed and involved in the network’s activities.