Competing interests: I have read and understood the BMJ Group policy on declaration of interests and declare the following interests: I am director for public voice at the National Institute for Health Research, which is funded by the UK Government, and I have a remit to improve the involvement and participation of patients and the public in health research. I am a member of The BMJ’s patient panel, a former member of The BMJ’s editorial board, and the former CEO of the patient charity National Voices. The BMJ policy on financial interests is here: https://www.bmj.com/sites/default/files/attachments/resources/2016/03/16-current-bmj-education-coi-form.pdf.