Skip to content
This website uses cookies to help us understand the way visitors use our website. We can't identify you with them and we don't share the data with anyone else. If you click Reject we will set a single cookie to remember your preference. Find out more in our privacy policy.
Our work
Our work

Rethinking Medicine

Over two years, Kaleidoscope worked with Martin Marshall (Royal College of GPs and UCL) and Alf Collins (NHS England) to develop and articulate the vision and build the case for the Rethinking Medicine initiative. This has involved bringing together a diverse group of senior leaders and stakeholders from across health and care.

The challenge

Medical professionals and the public are increasingly questioning the medical model and its use as a universal solution for multiple and complex health challenges. Over-reliance on the model inadvertently causes problems for people delivering and receiving healthcare.  Recognising these challenges, Alf Collins and Martin Marshall wanted to explore the associated themes and determine whether there was sufficient enthusiasm to develop the Rethinking Medicine ideas into a movement capable of impacting health and care.

Our approach

Kaleidoscope worked collaboratively and closely with Alf Collins and Martin Marshal to develop a scope of work to bring together interested senior stakeholders in a series of face to face events. These aimed to define the problems that Rethinking Medicine seeks to address and develop the associated ‘Problem Definition’ paper. Kaleidoscope ran a series of focus groups and stakeholder meetings to co-develop and test the nascent ideas and thinking. Engaged participants were encouraged to write blogs explaining why and how they are “rethinking medicine”. We created a dedicated Rethinking Medicine website and social media channel to help build the initiative’s identity and promote its ideas.


Kaleidoscope brought together patients, senior stakeholders, representatives from 66 organisations, and frontline clinicians from across health and care to shape Rethinking Medicine. Our awareness-raising activities have resulted in a growing, influential social media following  and over 100 sign-ups to a webinar exploring Rethinking Medicine’s aims and next steps.

Kaleidoscope has used a range of approaches to develop the strong foundation for Rethinking Medicine. These included:

  • forming leadership group of diverse stakeholders, including senior representatives from both practitioner and patient groups
  • building a network of highly engaged, diverse supporters representing more than 66 organisations
  • developing a website and social media channel as a platform for engagement and awareness-raising
  • commissioning and publishing multiple blogs discussing the movement from various viewpoints.

Although nascent, Rethinking Medicine is already inspiring leaders to think about taking action locally. Channeling such passion will enable local impact on people’s lives, while also pushing for change at a national system and policy level.

We could not have delivered our programme without Kaleidoscope. They bring a combination of in-depth knowledge of health and care, forensic thinking, creativity and fun.

Professor Alf Collins, Clinical Director for Personalised Care, NHS England.

Our work