The NHS needs to make more use of advanced technologies if it is to successfully tackle the nation’s unhealthy lifestyles, the King’s Fund has argued.
A report from the think-tank on the effectiveness of public health campaigns aimed at smoking, alcohol misuse, poor diet and lack of exercise says the NHS needs better data analysis tools and more innovative ways to change behaviour.
The report says the health service should use data analysis tools such as geodemographcs, which uses computer technology to map and classify small geographic areas, and provide insights into the ‘type’ of people who live there.
It also says the NHS should work in partnership with other organisations to use social marketing tools to tailor information and support for areas and individuals.
King’s Fund director of policy and report co-author Dr Anna Dixon, said: “Obesity and the health problems associated with smoking and excessive alcohol are the biggest challenges facing the 21st Century NHS. The methods used to promote public health need to be more modern, using the most advanced techniques and technologies.”
The report, Commissioning and behaviour change: Kicking Bad Habits, says public health campaigns should not rely on one approach, such as providing information or financial incentives, since the most effective behaviour change campaigns use a variety of techniques.
“The reasons people persist with unhealthy habits are complex. It’s often about changing deep rooted social habits that become addictive, rather than just helping people make better choices as individuals,” said Dr Dixon.
“Financial incentives and information campaigns are far more likely to lead to real and long-term changes in people’s behaviour when paired with other interventions, such as tailored information and personalised support.”
Initiatives examined by the King’s Fund include the Southwark Atlas of Health, a freeware programme developed by a primary care trust and a local university that provides geodemographic information for public health researchers, and the Birmingham OwnHealth project, which offers telephone monitoring to patients with long term conditions.
Link
King’s Fund report – Commissioning and behaviour change: Kicking Bad Habits