Canberra Health Services’ CEO warns against Walk-in Centre rebrand

 

Freedom of Information documents obtained by the Canberra Liberals show that the CEO of Canberra Health services warned the Chief Minister and Health Minister against rebranding the Walk-In-Centres.

In a ministerial brief dated the 29th of June 2023, David Peffer recommended “retention of the Walk-in Centre sub brand” rather than renaming them ‘Urgent Care Centres’.

This advice was provided to the Chief Minister and Health Minister before Wednesday's announcement that Walk-in Centres will be rebranded to fit the Federal Labor governments ‘Urgent Care Centre’ model.

CHS’ CEO advised the Health Minister in relation to the Walk-in Centre sub brand that a change is, “Not recommended due to the significant resource and financial risks associated with changing community awareness and education about the new service name and associated models of care, where such a strong brand exists.”

Shadow Minister for Health Leanne Castley questioned why the Health Minister would ignore the advice of the CEO of Canberra Health Services and blunder on ahead with the rebrand of these community services.

“The Health Minister must front up to Canberrans and explain why she ignored advice that rebranding the walk-in Centres would require significant resources and financial risks.

“The Health Minister should also explain how much taxpayer money she will spend on new community awareness campaigns to promote the rebrand of the Walk-In Centres.

“It is completely unacceptable that we are hearing stories of staffing shortages in Cardiology, Radiation Therapy and Obstetrics and Gynaecology to name a few, yet the Chief and Health Minister think its appropriate to use significant resources to rebrand the walk-In Centres.

“Instead of focusing on continuous failures to meet their own Emergency Department and Elective Surgery targets this government decides to ignore the advice of their CEO just to announce a rebrand with their Federal counterparts.

“This decision by the government is shameful and the Health Minister must justify why she is using Canberrans money to rebrand these centres and why she is ignoring advice that the government has already paid so much for,” Ms Castley concluded.