Understanding impact of digital exclusion in accessing healthcare
NHS Cheshire and Merseyside
- Quantitative Research
- Focus Groups
- Desk Research
- Depth Interviews
Brief
NHS Cheshire and Merseyside ICB wanted to tackle digital inequalities in accessing healthcare across the region
They needed a deeper understanding of the levels of digital exclusion and the attitudes and barriers towards digital adoption to enable a strategic and targeted approach to reducing inequalities
Challenge
We delivered a research programme engaging with 1,446 individuals from various groups, including digitally excluded and enabled residents, disadvantaged communities, seldom-heard groups, and NHS workers and organisations. Our insights recruitment methods included online panels, street surveys, social media, community outreach, focus groups, and one-to-one interviews.
We used this data to create a fresh way to segment the population. We created five new target audiences and worked with the ICB to create a multi-faceted strategy to target each group with distinct interventions that would ensure everyone, regardless of digital ability, continued to receive equal care.
We then used our insight to create a targeted campaign, highlighting the benefits and directly addressing the barriers preventing groups from accessing services online.
This project received a Highly Commended award from the Health Service Journal (HSJ).
Find out how we applied this audience insight
