Croydon NHS Trust internal report says it 'must relaunch to rebuild reputation'
Croydon NHS Trust must be "relaunched" to repair reputational damage caused by boardroom fallouts and clinical failings, an internal report has recommended.
A review, ordered by the trust's interim chairman, Mike Bell, said it should implement a "high-profile and sustained" public relations drive to restore confidence in the borough's health services.
It comes after a year in which standards of care, safety and management were repeatedly called into question, the report said.
It recommended a public acknowledgement of its failings and presenting a clear strategy for improvement.
But it also warned reputational damage was so severe that the trust could struggle to recruit or retain quality staff unless the situation was addressed.
A "fresh start" was necessary to repair staff morale, it added.
It comes a week after the publication of the trust's 2012 staff survey, which revealed just 41 percent of staff would be happy to have a relative or friend treated at Croydon University Hospital.
The report also called for an urgent review of the support offered to clinical staff by management, as well as sustained efforts to strengthen relationships between board members.
Mr Bell said: “Good governance is essential to ensure a safe, effective and sustainable health service for all who live and work in Croydon.
"That is why, when appointed to the Trust in January this year, my first action was to commission this review.
“The review and action plan, which are based upon the best clinical services, patient safety and experience and the full engagement of staff across Croydon, provide the platform from which public confidence in the Trust can be rebuilt.”