Competing interests: We have read and understood BMJ policy on declaration of interests and declare the following interests: JB is a former fellow of the Faculty of Medical Leadership and Management and a National Medical Director’s Fellow, which has close ties with NHS England. She has worked as a clinical editor at The BMJ and was editor in chief of BMJ Open Quality. RD is a previous fellow of the Faculty of Medical Leadership and Management and a National Medical Director’s Fellow at the Care Quality Commission, which has close ties with NHS England. He has worked as a clinical adviser at NHS Digital.