Innovating in rural health in Wales: applied findings from the practitioners’ perspective

The demand for novel and innovative activity is commonplace in health and social care owing to multiple factors, such as ageing, lack of new resources, or the rising prevalence of long-term conditions. These factors are felt more acutely in rural communities because of a variety of influences, for example, access and a more rapidly ageing population. This study, conducted in rural Wales from 2011 to 2012, aims to explore practitioners' perceptions of the process of innovating in health and social care. A mixed-methods approach, including a questionnaire and interviews, was employed. Findings centre on the phases of innovating from generation to future activity. The lack of clarity around the term ‘innovation’ is found to hinder the innovation process, with risk (averseness) further stifling activity. An organisational culture of expectation and support is reported to be fundamental to initiating innovative activity.