Publish date: 10 February 2026
Communications director Ross Wigham talks about the different priorities during a busy time for healthcare services
Communicating with our patients, partners and local communities is a key priority for us at Northumbria Healthcare, particularly at this time of year when health services tend to be much busier.
Good communication is even more important during times of real change and with the NHS looking to deliver a new 10 year plan that’s certainly true now.
We know the health system can be complex which is why we make a real commitment to our local communities, and we want everyone connected to our services to have the right information for their needs in a way that’s simple to understand.
Our winter communications this year have focused on helping people find the right healthcare services for their needs. Using the right service helps people get the right care more quickly.
We’ve been getting the messages out using lots of our digital channels like the website and social media but also through our partners in the community like the council and voluntary sector. We also posted information through targeted door drops and provided regular video updates at times of peak demand.
Our communications strategy focuses on the strapline building positive relationships, reputation and trust but we know that the way people want information is changing fast.
We have been looking closely at the latest Ofcom report in conjunction with our own data to understand which channels are working best for the public so we can adapt and have the best possible impact.
Listening is just as important when it comes to our communications which is why our face to face engagement events have become so useful. We’ve been getting out to meet local people at our Northumbria Café events, with the latest one taking place in Alnwick.
As well as this our Patient Advice and Liaison Service (PALS) meets or speaks on the phone with hundreds of people every month to provide support and hear their feedback.
Our facilities are often at the very heart of local life which is why our community promise looks at how we can move beyond healthcare and think about important societal issues like employment and the environment. You may have seen us on the TV recently planting one of the first Sycamore Gap saplings at Hexham General Hospital.
Finally, I always like to mention our Bright charity which makes it possible for us to support projects that make a huge difference to our patients and staff. They also run our amazing volunteer service with more than 350 people making a huge difference to your local NHS.
Here are a few other links that might be interesting:
Watch us on YouTube.
Join our online community.
Join us on social media.
Find out more about the Community Promise.
Take a look at our media centre.
Find our more about Bright charity: https:/