Hilton Nursing Partners

Hilton Nursing Partners wanted to raise awareness of its Home to Decide model among NHS and local authority decision-makers, showing how short-term, intensive support at home can reduce unnecessary care home admissions, ease delayed discharge pressures, and give older people more choice over their future. The wider goal was to position Hilton as a credible, solutions-led voice in conversations around discharge, prevention, and integrated care.

We developed a public affairs and thought-leadership programme built around Hilton’s practical experience on the ground. This included securing a sector profile interview for CEO Ann Taylor, convening senior Better Care Fund roundtables with MPs and system leaders, and producing detailed reports to extend the discussion beyond the room.

Activity was designed to connect Hilton’s service model to live system challenges, particularly delayed discharge, prevention, patient choice, and the shift from hospital to home. Across the programme, Hilton featured in three policy-focused roundtables spanning Surrey, Sussex, South London, North London, and Essex, with support from Helen Maguire MP, Sojan Joseph MP, and Jen Craft MP.

The programme helped place Hilton Nursing Partners firmly within the Better Care Fund and discharge reform conversation, creating direct engagement with senior local authority and NHS stakeholders while giving the organisation a stronger external platform for its model.

Crucially, the campaign also translated visibility into meaningful follow-up engagement. Off the back of the roundtables, reports and wider thought-leadership activity, Hilton secured several meetings with local authority leaders and ICB/NHS officials, creating opportunities to discuss Home to Decide in more detail and explore how the model could support local discharge and prevention priorities.

Alongside this stakeholder engagement, the campaign strengthened Hilton’s position as a credible, solutions-led voice in health and social care. By linking Home to Decide to live system challenges including delayed discharge, patient choice and the shift from hospital to home, Hilton was able to show how its service offers a practical response to pressures facing commissioners and providers.

Decision-maker engagement

Hilton engaged senior figures from councils, Integrated Care Boards, NHS organisations, and Parliament, giving the organisation direct access to the people shaping Better Care Fund delivery and discharge pathways at a local level.

Policy relevance

Roundtables consistently connected Hilton’s model to live policy issues, including delayed discharge, prevention, patient experience, neighbourhood working, and Better Care Fund reform. In the North London report, Home to Decide is explicitly highlighted as an innovation that can improve outcomes, offer greater patient choice, and deliver better value.

Thought leadership

Alongside direct stakeholder engagement, Hilton’s profile was strengthened through external thought leadership. Home Care Insight’s interview with Ann Taylor set out the origins of Home to Decide, its emphasis on dignity and choice, and the case for home-based decision-making over rushed institutional placement.

Strategic positioning

By anchoring the campaign in a service that helps around two-thirds of people remain at home, Hilton was positioned not simply as a care provider but as a credible partner offering a practical response to one of health and social care’s most persistent challenges.