ReImagining Health
Getting people to attend health programmes
The Healthier You Programme is a free NHS Diabetes Prevention Programme, delivered by Ingeus in partnership with Oviva and Leicester Diabetes Centre. It has been developed by expert nutritionists, diabetes researchers and doctors. It provides group and digital sessions with practical advice that’s proven to reduce the risk of developing Type 2 diabetes.
The programme has been designed to help people reduce or remove their risk of developing Type 2 diabetes by making simple changes to their diet, physical activity levels and weight management.
The Challenge: Get people to agree to sign up for the voluntary programme following a referral by their local Doctor / GP.
The Behavioural Solution:
Cowry’s team of Behavioural Designers and Choice Architects redesigned the initial telephone call and the framing of the programme:
Saliency – the start of the outbound telephone conversations called out the GP referral as one of the first things they heard.
Authority – the referring GPs name was used in the call to add authority.
Chunking - the programme was chunked up into three - Getting Healthy, Staying Healthy and Living Healthy as an easier way to understand the 12 modules of the programme.
The Impact: 22.5% increase in sign-ups to the healthier you programme
A t-test was carried out comparing the two groups and found that the difference was statistically significant - the probability of this increase being due to chance is 1 in 80.
