8.30 Registration

9.30 Chair’s opening remarks
DR GRAHAM RICH – Chief Operating Officer, United Bristol Healthcare Trust

9.35 Focusing on the patient in a world of Choice
• What will be the effect of patient choice?
• What does it mean to view the patient as a customer?
• How can organisations best adapt to a world of choice?
STEPHEN O’BRIEN – Director of Strategy & ‘The Health Insight Unit’, Department of Health

10.10 Developing a Brand: Experience from the commercial sector
• The Approach
• The Culture
• The Challenge
• The Future
ASHLEY STOCKWELL – Group Marketing & Brand Director, Virgin

10.40 Discussion

10.50 Coffee

11.10 Success? What will it take in the world of Practice Based Commissioning and Choice
• The importance of strategy
• Lessons from the private sector
• Market dynamics and the consequences of failure
• Working with a plurality of providers
DR PENNY DASH – Non Executive Director, Monitor, Director of Palladium Consulting & Ex Head of Strategy, Department of Health

11.45 Discussion

11.50 Assessing what patients really want and how they will choose
• Choice and equity
• Making informed choices
• Challenges for the future
PROF. ANGELA COULTER – Chief Executive, Picker Institute Europe

12.25 Discussion

12.30 Choice and Foundation Trusts
• Working with staff to make them ambassadors
• Working with communities and stakeholders to secure the market
• The benefits of a broad portfolio of services and markets
• Vertical versus horizontal integration of services
• Seizing the new opportunities of Foundation Status
MARK BRITNELL – Chief Executive, University Hospital Birmingham NHS Foundation Trust

13.00 Discussion

13.05 Lunch