Healthier You: NHS National Diabetes Prevention Programme
Improving equality of access, increasing conversion and retention rates for the NHS Diabetes Prevention ProgrammeThe Healthier You: NHS Diabetes Prevention Programme (NHS DPP) supports those identified as being at high risk of developing type 2 diabetes through a nine-month behaviour change programme. The NHS DPP wanted to increase conversion and retention rates for those who were referred, in particular those from Asian and Black ethnic backgrounds whose participation in the programme had been lower.
Key goals
- Increase service user retention
- Improve equality of access
- Increase service user engagement
- Achieve service user approval
Outcomes at a glance
- 9% growth in conversion from Session 1 to 2 (vs existing conversion rates) among those watching a personalised video.
- Achieved equally across gender, ethnicity, social deprivation, age.
- Very high 78% of videos watched.
- Positive approval rating of 86%.
Watch video
How it worked
To support the project goals, we collaborated with NHS England and NHS DPP programme providers to understand the patient journey and how the referral system and programme delivery worked.
Based on this, we developed a video with content personalised to gender and ethnic background. Its goal was to reinforce positive messages about the benefits of persevering and succeeding with the programme. These messages were delivered at a key drop-off point in the programme where many participants lost motivation.
They were designed to address barriers that people faced at that point, including apathy, feeling overwhelmed or unsupported, feeling as if they were losing a part of their identity by making changes, or that it was just impossible to do.
We then tested our video and conducted a survey to gather feedback from participants.
The results
The very high engagement rates achieved in this project across genders, ethnicities, ages and levels of social deprivation, demonstrate how our personalised health videos can increase equality of access to health and care services.
Those very high engagement rates converted into action, increasing service user retention to the programme.
There was a 9% increase in attendance from Session 1 to 2 (vs existing conversion rates) among those watching a personalised video.
91% of participants found the video content helpful
96.5% of respondents said the video felt relevant
Those with Asian/Asian British or Black/Black British backgrounds found the video most helpful and relevant overall.
See the NHS England Evaluation Report and the Citizen NDPP Evaluation Report.
“Good to hear others experiences that are just like your own”
“It was uplifting – gave me hope that I can do this”
“I liked the fact that it was addressed to me and had my information. it was not just a general video. Really nice and encouraging. Thanks.”
“It encourages me to set out on this journey”
“I feel I have support.”
"We have been encouraged by the results of this project, which demonstrate the degree to which new technologies can help ensure equity of access and support patients to improve their health and wellbeing".
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Working with us
Citizen Communications are pioneers in personalised health video communication. We’re specialists in communicating health information in a way that creates emotional connection, promotes action and encourages lifestyle changes.
We’ll work with you to develop and integrate personalised video to support your populations, enabling you to shift to digital communications without losing the human touch.
