Market Development

Understanding Personalisation

For further information on how Hampshire County Council is looking at implementing Personalisation across Hampshire you may also wish to visit the Hampshire County Council Personalisation web pages. You may also want to learn about Self-directed Support in Hampshire, which is Hampshire County Councils process and tools for delivering Personalisation in Adult Social Care across Hampshire.

Personalisation/ Self-directed support - e-learning course

An e-learning course has been developed to provide background on Personalisation and self-directed support (SDS) in Hampshire, an overview of what the SDS process may look like in Hampshire and what impact it may have on everyday practice and work. The course is free to use and will take approximately 20-25 minutes. For further information and to access the course please go to SDS E-learning

National perspective

The personalisation of public services is the Government's policy drive to ensure that individuals have choice and control over the public services they receive to promote their independence.

Whilst Personalisation applies to all Public Services, the Government is particularly committed to transforming adult social care and has set out it's vision to do this in it's 2009 concordat, Putting People First, which states that the emphasis for social care is on the "individual's choice and control over the support services they receive".

It provides a new vision for the future of social care, the guiding principles of which underpin how social care works, with the emphasis on the individual’s dignity, right to self-determination, choice, control and power over the support services they receive.

In 2010 the Department of Health, building on and linking to the Putting People First personalisation concordat launched its future plans for adult social care services, "A Vision for Adult Social Care: Capable Communities and Active Citizens.". This identifies the way forward for personalisation and community-based support and has led to the development of the 'Think local, act personal' partnership, a group of 30 plus national and umbrella organisations linking together to share good practice and knowledge around personalisation in the community.

You may also wish to review a document from 2010 titled "Personalisation and the law: Implementing Putting People First in the current legal framework" (ASASS Association of Directors of Adult Social Care) that may give you some background to the legal framework that currently exists around personalisation.

The Law Commission have recently launched a consultation on the future legislation of Adult Social Care which contains some good current background information and also discusses future issues. Access the Law Commission consultation (care as this is a 193 page PDF document but very useful). The consultation expired 1st July 2010.

linksLINKS to find out more about the national perspective on Personalisation


Hampshire perspective

As part of it's planned way of rolling out Personalisation, in 2009 Hampshire held the Hampshire Commission of Inquiry on Personalisation. From this document the Hampshire model for the transformation of Hampshire public services, including adult social care services, has been developed.

The Hampshire PaCT (Partners in Care Training) site provides presentations from Personalisation events that Adult Services have ran and also links in to other sources of information that will show you how, practically Hampshire is approaching the workforce development required for Personalisation.

linksLINKS to find out more about the Hampshire perspective on Personalisation


Potential Impact

There is a large amount of unknowns as to what the impact of Personalisation will be on Adult Social Care, as Personalisation and Self-directed support (SDS) are part of a complete transformation of the way adult social care support services are delivered.

However it is always best to start with what is known:

  • Personalisation is happening with many Councils redesigning and reshaping their adult social care services, with the majority having most of the core components of a personalised system in place.

  • Self-directed support, for Older People, People with Physical Disabilities and people with Learning Disabilities, was rolled out across Hampshire during 2010 and now all new people assessed in Hampshire use the Self-directed support process.

  • There will be an increase in population in Hampshire (and therefore in line with prevalence rates there are likely to be increases in the number of people with impairments / disabilities) particularly an increase in older people, with more people, older and younger, living longer.

  • Government Social Care policy is driving towards providing people with more choice and control, with more people living in their own homes and accessing support in their own communities.

  • The Hampshire social care market, to a greater or lesser extent, is likely to be built around three market segments - prevention and early intervention, crisis care and Self-directed support for longer term needs.

  • The way that both the public sector and support providers work with clients who need social care support has changed through Personalisation, with the client having far greater control and choice.

Likely impact of changes

  • Good quality support services facilitating opportunities for individual solutions will prosper with poor quality providers fading

  • Expectations that quality will go up and that provision will be more efficient and effective

  • Consumer marketing will be need to be developed to support informed decision making


Challenges and opportunities

Likely challenges arising from the changes

  • Governance structures and rigidity of existing organisational processes and systems may restrict innovation and flexibility of service provision and ability to adapt to new models of personalised contracting and procurement

  • Managing the needs & expectations of current service users whilst transforming services to meet the needs and expectations of new service users

  • Funding - fluctuating income, less “guaranteed”  funding with potentially less dependency on contracts or single funders

  • Need to develop commercial / business skills and expertise including promotion and marketing skills and need for pricing services rather than cost recovery

  • Wider market analysis and market segmentation will be required with providers clear where they fit in their chosen market - specialist and/or generalist services???

Potential opportunities arising from the changes

  • Provision of creative & innovative solutions to meet service users support needs in their community

  • Niche markets for specialist care

  • Providing support and services to an increasingly diverse population

  • Increased partnership working with other organisations – to provide a more holistic seamless service

  • To develop business skills to drive more effective support

  • Chance to review structures and processes and make changes


Commonly used language

The diagram below gives an indication of the various meanings of words commonly used when working with personalisation. A higher resolution copy can be downloaded Microsoft Word 28kb



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