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Salisbury NHS Foundation Trust, the largest employer in its region, faced significant challenges with internal communications due to a policy change in the NHS that banned email spoofing. The Trust was sending over 100,000 internal emails monthly to its 5,000 employees, but this ban disrupted their ability to effectively communicate. This case study discusses how NewZapp Trusted Delivery offered a tailored solution to overcome these challenges, ensuring email compliance, delivery, and employee engagement.
In 2016, Salisbury NHS Foundation Trust relied on NewZapp for external communications, but the new NHS policy banning email spoofing forced them to switch their internal communications to NewZapp. This change rendered traditional email channels ineffective as emails stopped reaching the intended recipients. Initially, the Trust created emails in NewZapp and forwarded them via Outlook, a process that was time-consuming and lacked visibility into employee engagement. This workaround also prevented the Trust from personalising communications, which is a key aspect of effective internal messaging, particularly in large organizations where different segments of the workforce have diverse information needs.
Research in the healthcare industry highlights the importance of tailored communications for employee engagement. Studies have shown that personalisation, targeting, and timely communication are critical factors that influence employee morale and productivity. A recent study published in BMJ Leader emphasized how employee engagement in the healthcare sector is directly linked to communication transparency and feedback mechanisms [3].
NewZapp, in collaboration with Salisbury NHS and five other NHS partners, developed NewZapp Trusted Delivery, a solution designed specifically for NHS internal communications. This platform addresses the key challenge of email spoofing while also introducing features that vastly improved the Trust’s communication capabilities. Trusted Delivery ensures that all emails reach their intended recipients and provides advanced tools to personalise and segment emails for different staff groups. This approach aligns with the latest trends in healthcare communications, where data-driven personalisation significantly enhances engagement levels [6].
Moreover, NewZapp Trusted Delivery adheres to stringent NHS Digital IT standards and ensures GDPR compliance, offering security and peace of mind to internal communication teams. Industry research confirms that compliance and data protection are critical for maintaining employee trust and participation in internal communication systems, particularly in the healthcare sector [2].
“NewZapp Trusted Delivery is the only internal communications software provider to meet NHS Digital policies, and they have absolutely nailed it. I know that everything I send will reach everyone, so now I can focus on creating engaging communications rather than the logistics of how to send the emails
The implementation of NewZapp Trusted Delivery transformed Salisbury NHS’s internal communications. The Trust now sends over 100,000 emails per month, each of which is guaranteed to reach its destination more quickly than with their previous Outlook system. With the analytics provided by NewZapp, the Trust can monitor engagement with each email, enabling them to refine their strategy based on real-time data. As a result, Salisbury NHS has seen a 60% open rate, a significant improvement over past performance.
This sentiment reflects the broader industry recognition that tools enabling secure, engaging, and transparent communication improve overall staff satisfaction and operational efficiency. Additionally, employee engagement tools and analytics are becoming increasingly essential for maintaining high levels of staff interaction and satisfaction [6].
Huge congratulations to Salisbury NHS Foundation Trust for winning the Internal communications and staff engagement awards at the NHS Communicate Awards!
“Judges were ‘blown away’ by our ‘inspirational’ Reflections on Pandemic project, Huge thanks to all the staff who participated in the poetry – interviews, workshops and events”
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We are NOT the NHS. We are a supplier of internal communications software. Please contact your local NHS hospital for all healthcare queries.
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Email: trusteddelivery@newzapp.com
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