NHS Choices: an international model for public information on health Prof. Bob Gann Director of Partnerships & Strategy NHS Choices Department of Health, UK
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NHS Choices: an international model for public information on health
Prof. Bob GannDirector of Partnerships & Strategy
NHS ChoicesDepartment of Health, UK
Public demand for information: an international phenomenon
When faced with a symptom:• 75% of patients research their condition online before seeing doctor• And 70% go online afterwards to learn more
Having found health information online:• 55% changed their lifestyle or health behaviour• 52% made a self-diagnosis• 49% started an over the counter treatment
Study commissioned by Google from research company OTXReported on CNN Health 4 October 2010
UK Government Policy
“Our vision is of an information revolution in which people have the information they need to stay healthy, to take decisions about and exercise more control of their care, and to make the right choices for themselves and their families”
Liberating the NHS White Paper July 2010
NHS Choices – strategic objectives
• Access to trusted health information for patients & public in England
• Make it easier to find, rate, choose and compare services
• Reduce avoidable contacts & increase appropriateness in primary care
• Support people to live healthier lives
• Help people manage their long term condition and social care needs
• Respond to demand for public information in public health emergency
Translate button on every page for 30 languagesUsed for these screenshots
NHS Choices www.nhs.uk
The National Health Service website for patients in England
80,000 pages of information
150m visits a year
Conditions & treatments
Evidence based, NHS branded information on 800 conditions & treatments
Multimedia formats including text, video, animations
Major databases of medicines & clinical trials
Positive health & prevention
Hundreds of interactive tools to support healthy lifestyles
Body mass index calculator most visited page on NHS Choices
Couch to 5K exercise podcast downloaded over 3million times
Health news
Behind the Headlines – looking at the evidence behind stories in popular newspapers
1-2 stories analysed every day
Finding & using local services
Searchable directories of local health services
Links through to online transactions including hospital appointment bookings & electronic prescribing
Provider profiles and patient ratings
Detailed profile pages for all healthcare providers – edited by providers themselves within national template
Patients provide ratings & comments – “TripAdvisor for health”
Comments moderated before publication & providers notified so they can reply
Open data on clinical qualityNHS Choices pioneered opening up clinical performance of providers
Comparative scorecards in simple “Compare the Market” format which consumers are used to in other areas of life
600 clinical indicators published including hospital infection rates, readmission rates, mortality, waiting times etc.
What users look at
Home Page
Medicaladvice now
Behind theheadlines
Live Well
CarersDirect
PlannersScorecard
Tools
Treatments& Conditions NHS Service
Directories
Front page
NHS inEngland
CommonHealth Questions
8%
34%16%
3%
3%
4%
7%1%
3%
2%
1%7%
846,098 visitors
305,354 visitors
360,301 visitors
338,570 visitors
460,869 visitors
765,540 visitors
3,880,445 visitors
1,800,115 visitors
100,914 visitors
116,591 visitors
249,078 visitors
751,842 visitors
Driving up website traffic
Website optimised for best search results on Google
Top of search results for wide range of common health terms
Biggest contributor to increase in website traffic
Quality assurance – easier to find good information than bad
Building the evidence base
Research is beginning to show statistically significant correlations between patient ratings & more objective measures of provider and physician quality
Associations Between Web-Based Patient Ratings and Objective Measures of Hospital QualityGreaves et al.Archives of Internal Medicine.2012; 0:16751-2
The changing Landscape of Physician Quality Reporting: Analysis of Patients’ Online Ratings of Their Physicians Over a 5-Year PeriodGuodong Gordon Gao et al
J Med Internet Res 2012;14(1):e38
Building the evidence base
Minor ailments make up fifth of all GP appointments,account for 57m GP visits a year & cost NHS £2bn a year
37% of visitors to NHS Choices said they’d avoided the need for a GP appointment
Use of NHS Choices website for primary care consultations Murray et al J R Soc Med Sh Rep 2011;2:56
Bridging the digital divide
8.5 million people in UK have never used the internet
More likely to be older people, people with disabilities & people from low incomes – those most likely to need health care services
Working through intermediaries like libraries & community groups
The mobile revolution
More mobile phones than people in the world
23% of online surfing via mobile device (27% of visits to NHS Choices)
50% of iPhone users have used their phone to make a health related search
NHS Choices – site optimised for mobile, health apps, find local services, patient comment
Mobile Advertising Insights Report: Health and Dating Using the iPhone Greystripe., February 2010
Social networking sites
Syndication: extending reach & supporting innovation
Over 200 partners taking NHS Choices content feeds (APIs) free of charge to include in their own sites
As many visits to NHS Choices content via partners as to www.nhs.uk
Major portals
Local NHS sites Other countries
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