Why companies should be optimistic about innovation in the NHS

Edward Jones, policy and communications consultant at GK Strategy, provides an Expert View on how companies can take advantage of the UK National Health Service's (NHS) policy initiatives to support market access and uptake.

The NHS is one of the largest single markets for health innovations but despite being a single healthcare service, it remains notoriously difficult to spread innovative treatments, technologies and services across the system.

Adoption of a new product or service in one area does not necessarily mean it will be used across the system. This can be frustrating – both for suppliers and healthcare managers – and leaves suppliers reliant on nationwide sales teams to secure adoption on a trust-by-trust basis.