Directing populations to the right health service
NHS Shropshire Telford and Wrekin
- Quantitative research
- Depth interviews
- Stakeholder engagement
Brief
NHS Shropshire, Telford and Wrekin Integrated Care System needed to relieve pressure on A&E and GP services by signposting the public to the most appropriate health service for their needs
Challenge
We conducted research to gain insight and a better understanding of our target audience.
In total we organised 420 interviews with residents, pharmacists and GPs to understand their awareness of the range of services available to them, how they choose to access care, the reasons they choose one service over another, and the barriers to using them.
We also reviewed hospital data to find the most common causes for attendance. We found three out of five causes could be treated in a MIU, GP surgery or pharmacy and that half of the people currently attending hospitals didn’t need A&E.
Using the research findings, we developed an integrated campaign ‘Think Which Service’ to reach key target audiences and used channels most appropriate for them. Our insights also helped us to structure our messaging, which was highly targeted to directly address the strongest concerns identified by each audience, aligned with the channels we knew they trusted and had a clear call to action.
Find out more about the Think Which Service Campaign
