Evidence is the bridge between innovation and adoption.

The NHS is deep in operational planning for 2026/27.  With constrained budgets, rising demand, and a renewed focus on models such as integrated neighbourhood health teams, NHS leaders are seeking clarity, confidence, and credibility in the voices they choose to listen to. For organisations aiming to influence these stakeholders in an increasingly noisy policy environment, strong evidence bases and new insights are not just a strategic advantage, they are a necessity. 

Aligning with NHS priorities 

Operational planning for 2026/27 will be shaped by national priorities including: the three shifts, reducing health inequalities, improving productivity, and delivering the NHS Long Term Health Plan. Evidence-based campaigns should be tailored to show how a proposition directly supports these goals. 

For example: 

• Highlighting the current and potential benefits of clinical care in the home and how it can support people to stay in work and education  

• Showing the potential cost saving of clinical care in the home using NHS data to reveal the scale of the opportunity

• Revealing the challenge of the front-log – people who are waiting for their first consultant or diagnostic appointment and this significant issue can be improved

• The scale of emergency admissions for autistic children as a result of gaps in early intervention, specialist education, and community-based mental health care.

  
  

Building Credibility and Consensus 

Campaigns that are underpinned by credible data and, where relevant, co-created with clinicians, patients, and system leaders are more likely to gain traction. They foster a sense of shared ownership and reduce resistance to the independent sector. 

Our thought leadership always has an emphasis on leadership.  Led by new data and insights that often leads into new territory and spaces (we call it the white space), it is always underpinned by stakeholder interviews, panels, or advisory boards, ensuring that the campaign not just reflects the potential, but is grounded in the realities of frontline care and leadership. 

This approach not only strengthens the message but also builds a coalition of advocates who can champion the cause within their own organisations. 

Looking Ahead 

As we move toward 2026/27, the NHS will continue to make tough decisions. ZPB specialises in helping clients craft compelling, data-driven narratives that speak the language of the NHS. Whether you're preparing for a policy launch, a service redesign, or a market access strategy, now is the time to invest in evidence. 

Because in today’s NHS, evidence isn’t just persuasive, it’s critical.