Nhs.uk july 2012 general presentation

11Your team name goes here!

Deborah El-SayedProgramme DirectorJonathon Carr-BrownManaging Director

NHS Choices 2008 to 2012

July 2012

22Design Solution Team

Value of NHS.UK URL

On current trends - without the introduction of transactions or social care profiles - traffic is expected to rise to around 27m per month by the beginning of 2013

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NHS Choices’ Users

Usage• 21% of English adults say they are aware of the site

when shown the Homepage • 11% claim to have used it in the previous 12 months • 84% of site users say they look up things for other

people

Who are site users?• 23% use the site professionally• 54% site users are females vs. 46% males • Site users tend to be younger with 69% under 45

(compared to 50% in the general population)• C1s are the biggest user group• 38% are parents• 26% have a long term condition• 23% provide unpaid care for someone• 90% say will use service again

20% 15%

19%17%

20%18%

23%

16%

13%

10%21%

8%

NHS Choices users General public

65+

55-64

45-54

35-44

25-34

16-24

User Age


NHS Choices by numbers

2008 (June) 2012 (June) 2013 (estimated)

Visits per month 2.5m 16m 27m – 30m

Site Satisfaction (would use the site again)

90% (Dec 2008) 90% (April 2011) 90%

Syndication partners (live service)

105 350 500+

Mobile Traffic 5% 40% c50-60%

Traffic directed from search engines (e.g. Google)

51% 80% 90%

Couch to 5k Podcast Downloads

0 4m 6m

Clinical Indicators on site 680 650 1000

GPs Editing Profiles 30% 79% 85%


Added value indicators

2008

2011

2012


Big Data: The NHS Directory•One Facebook-style editable system

•For 42,000 NHS organisations: GPs, Hospitals, Dentists, Pharmacies & Opticians

•10,399 GP branches, •79% are signed up for editing•28% have updated in past 3 months (nearly 70% in past year)•>1m (and growing) users visiting per month.

•Additional directory of ~100,000 health and care related services, covering third sector, private, Local Authorities

•More than 30,000 social care profiles to be added by December 2012


Changing Behaviour - Exercise

Couch to 5k

•More than 4m downloads – one of the UK’s biggest fitness programmes

•Thriving online community organising events in parks around the country

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Changing Behaviour – Mood Change

Cognitive Behaviour Therapy

•4,500 sign ups in two weeks – being seen as model

•3500 people took part in online CBT trial

•Peer Reviewed paper showed participants demonstrated significant change in mood – up two points on a scale


Changing Behaviour – Bedside Commenting

Hospedia Rollout

• Bedside commenting is being rolled out to all 15,000 digital bedside terminals

•Bedside information is now being rolled out after 81% of 5000 patients surveyed said they would use the service

•Commenting and information will eventually be available on 70,000 bedside terminals


Changing the Market – Plurality

• Traffic driven to more than 1000 sites

• Visitors driven to 100 communities on Health Unlocked

• NHS.UK’s content adds value to 350 websites and mobile apps

• More than 40,000 pages of content provided by: WHO, Datapharm, Map of Medicine, Bazian, NHS Direct, BSS, Health Unlocked

• Information Prescription Service supplied by100 charities

• Organisations can provide content to 42,000 profiles

•Patient Opinion & Iwantgreatcare building business on NHS Choices’ volume

•Social media – Facebook, Twitter, Google+

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Health ChoicesWindows, IOS, Android

Third party mobile applications

Healthy LivingBlackberry

Wellnote – DarziIOS

Pocket Healthios

My tablet timeios

Platforms:

Health AZWindows, Android, Nokia

NHS West MidlandsIoS

Find Health ServicesNokia, Blackberry

EMISIOS,Windows , Android

13 Mobile Apps10 CompaniesAll Free

NHS NEWSios


Additional Material


Projects Since 2008

2008 2009 2010 2011 2012•GP Profile Editing•Map of Medicine •Personal Accounts•Infrastructure Upgrade•Facebook account • Twitter account •Carers Direct•Common Health Questions•NHS Direct Symptom Checker•Personal Accounts

•Blogs and Forums•Reuters News Feed•Choice Hub •Hospital Scorecard •GP Patient Rating & Comment•GP Scorecard•Life Check Tool•Iphone Drink Calculator•Pandemic Flu Zone•Mental Health Patient Comment•Medicine Guide•Start Here Pilot•Lamberth PCT pages•Clinical Trials Database•5000 Librarians Trained•HSMRs published•Mobile Site created•Prison sexual health kiosk pilot•Comment & Rate Every Page

•Facebook Hospital, Dentist, Pharmacy and Optician Profiles•Dentist Patient Ratings & Comment•Syndication of Ratings & Comments•Couch to 5k Podcast•Information Prescription Generator•Treatment Options Tables• DH Campaign Templates•WHO Clinical Trials feed•Pregnancy Planner•Birth to Five Planner•End of Life Planner•New Style Indicator presentation•Health Explorer – Taxonomy•Maternity Scorecard•Medicines Hub integration•Patient Opinion Feed•Online Advisors Pilot

•Pharmacy & Opticians Patient Rating & Comment•Infrastructure upgrade•Psywell Mental Health pilot findings•Hospedia bedside commenting pilot•Online clinics•Consultant Directory•Scorecard Improvements•Languages Hub & Google Translate•Mobile Patient Feedback pilot•BMI Phone App•Carers Direct instant messaging support•PROMS introduced

•Health Unlocked Communities•Go-Compare Style Scorecard•Comment refresh• Facebook GP Profile editing•Information Service for Parents•Pregnancy Zone •Mood Zone•NHS Diet Zone•Syndication Widgets•Social Care Facebook profiles•Social Care Citizen Rating and Comment•Iwantgreatcare comments displayed•Pure360 email upgrade


Design Evolution

Fact 1Fact 1


Finding Services by December 2012

• we want it to be easy for people to find what they want and…• …easy for Google to find what we’ve got.Like


How People Find NHS Choices

go direct to the page they want using search engines

80%


NHS Content + NHS Directories = NHS Traffic

• NHS Choices is the most visited health site in Europe and third largest in the world because it has its own content

• Growth driven by an expanding market and the in-house production of over 18,000 pages including:

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2007 2008 2009 2010 2011 2012

Co

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pag

es (

tho

usa

nd

s)0

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4

6

8

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Vis

its/

mo

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(m

illi

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Pages

Visits

114 tools

650 videos


Where Users Enter the Site Each Month 2008 - 2012

Source : Webtrends, Nov 2008/May2012

254k to 1.2m visits

CommonHealth Questions

4%Live Well8%

430k to 1.5m visits

Scorecard 2%

28k to 406k visits

Tools & Videos

6%

214k to 1.1m visits

NHS inEngland

4%

0 to 718k visits

NHS ServiceDirectories1.3m to 2.5m visits

CarersDirect 1%

0 to 136k visits

Medicaladvice now

1%

158k to 126k visits

Behind theheadlines

2%

113k to 314k visits

13%

Treatments& Conditions

1.6m to 9.2m visits

47%

Medicine Guides0 to 310k visits

74%19%

689k to 786k visits

Front page

7%

27%22%

12%

3%

NA

NA

7%

3%

2%

4%

0.5%

NA

2008

2012

2%


Content Innovations

• Treatment option tables: Choices Health A-Z emphasises choices of treatments

• Patient comment: NHS Choices is the UK’s biggest single collector and aggregator of patient comment and ratings on NHS services (c3300 pm)

• Information Service for Parents: UK’s largest pregnancy platform incorporating email and video and attracting over 16,000 visits per week


Changing Behaviour – Informed Patients

Information Prescription Generator

•Specialist Cancer nurses deliver 1,300 tailored information prescriptions per month

•100 conditions charities up load PDF files to the system

•20,000 simple IPs are created from Health A-Z pages per month


Changing Behaviour – Appropriate Choices

Imperial College Study

•Surveyed 4,000+ on the potential benefits of NHS.uk to GP consultations

•37% reported use of NHS.uk appropriately reduced there use of GP services

•Avoidance of unnecessary GP consultations may save NHS £44m per annum


Changing Behaviour –Workplace Health

LifeCheck

• 300 employers have pledge to offer staff access to LifeCheck as a free online health check

• 50% of DH employees have completed a LifeCheck assessment


Changing Behaviour – Workplace Health

LifeCheck Rollout

• Bedside commenting is being rolled out to all 15,000 digital bedside terminals

•Bedside information is now being rolled out after 81% of 5000 patients surveyed said they would use the service

•Commenting and information will eventually be available on 70,000 bedside terminals


Changing the Market – Syndication

Content & Data Stimulates

• 350 live partners

• 10 new live partners every month

• Driving innovative multi-channel products

•Platform adopted by Cabinet Office

•Widgets being created for tech free deployment

•Global reach – USA, Africa, Middle East, Eastern Europe


How We Grew Traffic for Free

• NHS Choices is the most visited health information site according to Hitwise and Webtrends. How did we do it?

• We created the UK’s (and possibly the world’s) best patient focussed health and medical taxonomy

• We made sure our pages could be found by search engines

• We now rank on page one of Google for 49 of the 50 most common health & medical search terms

• We effectively use social media to deliver SEO benefits

• New improvements around service information likely to have a significant impact on traffic


Email marketing and social media

• Over 25k users signed up to use new parenting email (since launch in May). Service to be rolled out to children up to 2.5 years by April 2013

• Considerable social media presence: facebook – over 50k, twitter – 23k and growing fast

• Key resource in driving traffic (directly and indirectly) used reactively and proactively

• Focus over next three months on developing social media presence, using new platforms (e.g. pinterest, google+)


DH campaigns

• Provide digital expertise to the DH campaigns team – helping them to drive through behaviour change

• Key components now include tools and applications, social media strategy & delivery and eCRM programmes

• Supporting: change4life, smokefree, dementia, be clear on cancer campaigns and London 2012 site

• Future potential to link up eCRM across health (and Government) to deliver targeted messaging and maximise reach across multiple channels


What patients want to do online

Top Ten Consumer Health Tasks

(Based on two 5,000 person surveys by NHS Choices and NHS Direct in 2010)


Real Time Information

No. of GP’s Editing Profile by PCT

Information Service for Parents Signups by areaSite Usage last 10 mins


Service in Numbers

Quality 2008 2012

Service Tickets per million visits 500 150

Site availability ~99.7% >99.9%

Responsiveness 2008 2012

Avg time to deal with tickets (P4) 20 days 10 days

Efficiency 2008 2012

Tickets handled per person per month 8 15

Data loads per month 6 26

No of which are automated 0 25


Delivery in Numbers

Quality 2008 2012

Defects per test case >1.0 <0.2

Regression defects <0.1

Responsiveness 2008 2012

Major release time frame 10-12 weeks 6-8 weeks

Flexible ability to patch urgent changes to live on the same day

Efficiency

Technical Output of development team increased by 20% in past 18 months

Number of processes reduced by >20% in past 12 months

Deployment effort & steps reduced by 50% in last 12 months.

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Cost of Visit to NHS Choices

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£10p

£16.54£16.54 £30.58£30.58 £36.00£36.00 £82.60£82.60

20102012


Journey One: Depression

Google Search A-Z Depression page Talking Therapy video

GP Search Find GP Registering new patients

Book an appointment

Review Map of Medicine with GP

Create Information Prescription with GP

Look up Medicines

Join Clinical Trial

Link to Feel Good tool

Online CBT GP Prescribed

Email for Advice receive results look up recordNot yet connected or available


Journey One: Maternity

Looks up video Signs up for Email Newsletter

Starts a birth plan & shares it with midwife

Reviews birth options

Uses Microsoft Health Vault with nhs.uk content

& online red book.

View comments & Forums

Fills standard maternity docs

online once

Use Couch to 5k to get fit

again

Uses online CBT to combat depression

Choose Hospital for Epidural policy

GP confirmsPregnancy

Not yet connected or available

NA


Journey One: Varicose Veins

nhs.uk search A-Z Treatment page – watches video

Newly diagnosed;

advised to look at nhs.uk

Review Treatment Options

Prompted to find & compare providers

Books appointment via Choose & Book

Health A-Z 1st

Prompted by email or text to view

Surgery Planner

Use Live Well articles to get fit before surgery

Use bedside terminal to comment

& create IP

Finds her EMIS enabled GP via nhs.uk

Use EMIS to check results and book

appointments

Not yet connected or available


Health and Medical Information market

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12

w w w .nhs.uk w w w .patient.co.uk w w w .netdoctor.co.uk w w w .w ebmd.boots.comw w w .w ebmd.com w w w .bbc.co.uk/health w w w .bupa.co.uk w w w .nhsdirect.nhs.uk

17.11% NHS Choices

1.08 % NHS Direct

3.56% Net Doctor

4.83% Patient UK

2.03% BBC Health

3.12% Boots Web MD

1.25% BUPA

Source : Hitwise

2.21% Web MD

The number of people accessing health information via the internet in the UK has doubled since 2008 from 25% - 50%

Nhs.uk july 2012 general presentation

Health & Medicine

Transcript of Nhs.uk july 2012 general presentation