Table 6:

Illustrative Quotes Related to (A) Branding and Marketing and (B) Interoperability and Information Governance.

(A)	Branding and Marketing
Branding challenges	Q1 “ … we've done the branding work for [community name] and all the different services, so we've been doing that with the communities as well, and the aim of that is to make it feel that it's owned by the community … so that it could be made by the community, and I think the colours that we've used, as well, I think that demonstrated that the brand works, because people were curious about what it was, because … it doesn’t say Health, and I think the fact that it wasn't selling anything was just, that’s just weird. So, let's go in.” (C1(m) Researcher, Academia).
	Q2 “Yes. What’s actually happened is we’ve been dragged down an NHS, you know, service route which is basically it needs to comply with information governance, you know, and we’ve just gone down a vortex of bureaucracy.” (C3(m) Manager 1 – Business).
Digital health brand recognition	Q3 “We’ve got a desire to engage our Creative and Digital sector in the city so that’s small and medium enterprises that is thriving in the city, very much focused on technology and particularly the Creative Arts so Media, Music, Digital Content. They will start to become a Centre of Excellence for the Region, hopefully the UK, possibly the world… and I think the work that we’ve done […] what it’s done is it’s placed this agenda, e-health, assisted living, whatever we’ll call it; it’s really placed it in the eyeline of the Local Enterprise Partnership who now see this as being one of the planks of city region growth. Em it’s taken us a while to get here but we’re here now and they will begin to major in this area.” (C2(m) Manager 2 – NHS).
	Q4 “ We have started to take our experiences from [community name] into our European dimension so… because we have very good links now within the commission and with a range of European projects European partners… industry players and indeed commissioners in some of our partner organisations very interested in what we are doing with [community name] and it aligns very well to some other approaches that are going on in different countries… ” (C1(m) Manager 1 – NHS).
	Q5 “ And I think, if I’m truthful, there’s virtually nobody you speak to at Clinical Commissioning Group now that doesn’t know about the [community name] program and whereas before I think when the [community name] program was first started and even when we were at the dallas bid stage it was like, oh, they didn’t—you know, it’ll never happen, it’ll never happen. And now those same sceptics are now saying, but that’s really good, that, I think we need to .” (C2(m) Manager 3 – NHS).

(B)	Interoperability and Information Governance
Person-centered technologies	Q1 “So, […] the technologies that have been proposed so far haven’t really met the needs of the doctors, patients and the communities, and the social care providers and so on […] so what we’re trying to do is actually give them a user perspective and actually get the suppliers to see it from that point of view, so that they start providing things that people actually want… we hope that by working the way we’ll give them more confidence to go out and buy systems, because they’ll know that systems then on offer will be appropriate to the user’s needs. That’s what we’re hoping to achieve.” (C4(b) Information Technologist – Business).
Interoperability/market share	Q2 “ … And, the interoperability agenda that we’re following is really about making sure that local authorities can buy from multiple sources. So the opinion, the resistance at the moment, we’re finding is a little bit from the suppliers of technology, that would rather keep the market locked up in proprietary systems, whereas if we opened it up and made them truly interoperable, then they’ll have to contend with a bigger competition field, and they don’t like that idea. […] if we just start opening it up and saying, well, you’ve got to design it in such a way that a competitor could come in and replace that bit of it, that you know, and then you’d lose some market share.” (C4(b) Information Technologist – Business).
	Q3 “So, this year, we’re focusing on topics around the personal health record, and about identity and consent, and also about devices that people will use to access services, so those three main topics that we are addressing. So, what [Group name] will do is, it might address those topics again, in the future, but it might address different topics that are related to what’s needed by the communities and by assisted living as a whole, and it will produce guidelines on how to make systems that are interoperable.” (C4(b) Information Technologist – Business).
Information Governance	Q4 “ … Well information governance, regimes within the NHS […] I think information governance we run across all the time because whilst the high level objectives certainly in the NHS constitution, which I suppose refers only to England, are about greater involvement … So involvement of the patient in co-decision making. But things like the information governance rules just don’t understand the idea of the patient, or the citizen, owning the data.” (C3(b) Manager 2 – Business).
	Q5 “I think a lot of information governance issues within the health sector haven’t been designed with the idea that the citizen owns the data. So they find it very hard, so often we get people coming to us and saying this doesn’t fit in with this information governance and you go, no it doesn’t. And they go well you have to make it to, and we go no, you don’t because your information governance is on the basis that how you govern information which you own and control, this is about how the user—so things like information sharing, it’s up to the user who they share the information with, it’s not up to—because it’s owned by them. It’s a complete shift in mind set … ” (C3(b) Manager 2 – Business).
Security	Q6 “ … My feeling is that it will be completely secure, and that’s what we’ve got to sell to families, clearly, because that is the one concern that we’ve had from all of the focus groups, is around security .” (C3(b) Manager 2 – NHS).
Information Governance and policy debate	Q7 “ … the whole project is about the adoption of Personal Health Records, or Services based on personal health records … So … we work with all the partners to understand the Information Governance, and we say … it’s a personal health record that it’s the citizen, the patient..the citizen … is in control of the data, that’s really fundamental. And, they’re going, ah, but as soon as we see that person, we have to become the data management, and that’s the Information Governance Leads … so we’ve gone to Dame Fiona Caldicott for a Ruling with a set of questions.” (C3(m) Manager 2 – Business).