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Evaluation of the NHS 'Choose Well' campaign

In 2009, a two-stage research project (pre & post campaign), aimed at measuring the reaction following the NHS’ ‘Choose Well’ advertising campaign was conducted. Their campaign was aimed at encouraging members of the public to choose the NHS service appropriate for their needs when they become ill. Over 2000 interviews were conducted and the results identified that comprehension of the message was strong and it reached around half the target audience.

Key benefits:

  • The demand for more high profile facilities could reduce
  • Repeat the study to continually educate the public
  • Evidence of success required to shift the opinions NHS staff

Our Assigment

The NHS commissioned NEMS Market Research to conduct a two-stage research project (pre & post campaign), aimed at measuring the reaction following their ‘Choose Well’ advertising campaign. Their campaign was aimed at encouraging members of the public to choose the NHS service appropriate for their needs when they become ill. A separate post campaign survey among staff was also conducted.

Results

The majority (pre and post) were satisfied with health services.
GP / Doctor were top of mind when asked to recall NHS Services. However, NHS Urgent Care Centres, Walk In Centres, Minor Injuries and Illness Units did not have the same recognition.
Very few respondents admitted to making an inappropriate choice when they last used an NHS service although 82% of paramedics encountered inappropriate use of their services for less serious cases.
Respondents had low level awareness and understanding of the following services: NHS Urgent Care Centres, Walk In Centres, Minor Injuries and Illness Units.
Nearly half could see that ‘speedier treatment’ was a benefit of people choosing the right NHS service.
Comprehension of the message was strong and it reached around half the target audience.
A full copy of the report can be found HERE

Benefits

By addressing the desire to have more information / knowledge about choosing the correct NHS service, could help reduce the demand for more high profile facilities.
Healthcare professionals’ opinion is to repeat the campaign so as to keep educating and informing the public about the issues with choosing the right NHS service.
Not all frontline NHS staff were convinced of the success of the campaign and so any empirical evidence could help shift their opinions.

Our Approach

The study used a mixed methodology approach.
Just over 2000 face to face in-street interviews were completed (1000 pre / 1010 post). Samples were quota controlled to replicate the demographics of the survey areas.
A further 260 interviews were completed by healthcare professionals in various points of contact of the public.

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