Thinking up campaigns is a funny business.
You spend months racking your brains for something that needs championing and then, as soon as you have settled on the big idea, everyone's talking about it.
Or so it seemed at a discussion at think tank Civitas last night entitled 'Polyclinics: an integrating or disentegrating force?'. While, no-one mentioned GP's Valuing General Practice campaign by name, the importance of both value for money and services valued by patients were recurring themes.
There was much agreement that forcing polyclinics on communities was wrong but that investment was welcome and change needed.
RCGP chairman Professor Steve Field told the delegates he had met prime minister Gordon Brown twice in the last 10 days, at least once over breakfast.
And it was the sort of arresting image that those asking questions from the audience just could not shift from their minds. 'Well, if I were meeting Gordon Brown for breakfast, I'd tell him ...'
Summing up was best done by Healthcare Commission chairman Sir Ian Kennedy. He said: 'I'd tell Brown over breakfast that if you care about localism, commissioning and value for money you can do it all by organising care locally, listening to what people value in the community and commissioning that. You also need to have the good sense to first work with professionals and patients to produce integrated care. The polyclinic is not as important as that ultimate goal.'