Presentation from Swedish visitors

1. Public Health England
25th June

2. Introduction
1. Approach
• Principles
• Audience Insights
• Audience media consumption
2. Strategic priorities
• Local-centric
• On-demand
• Evaluation
• Innovation
3. What we invest in: allocation model
4. Approach by lifestage

3. Overview
• Strategy
• Evaluation and research
• Horizon scanning
• Engagement with academia
• Development projects inc
product innovation with 3rd
parties
• ‘On demand’ customer
relationship management
• Public & community
engagement
• Cross-system approvals
• Performance reporting/live
dashboards
• Brand strategy
Marketing activation
•Healthy infants, children &
young adults (S4L, C4L & youth
brands)
•Healthy adults(C4L,
Smokefree)
•Healthy ageing (BCOC etc)
Governance
•Agency management
•Finance
•Procurement
•Briefing, PQs and FOIs
•Cabinet Office controls
•L+D, talent management
• Commercial partnerships
• Local Authority
engagement
• Other public sector
partnerships – charities,
NHS, other govt depts
• Schools programme
• Campaign resource centre
• National : Local Marketing
Advisory Board & PHE
regional marketing network
Director's Office Director of Marketing
Support team
Strategy, Planning & Insight
16 posts
Marketing Activation
26 posts
Strategic Engagement
& Partnerships
17 posts

4. 1. Approach

5. From campaigns to creative PLATFORMS

6. “We are likely not only to think
ourselves into a way of acting,
but also to act ourselves into a
way of thinking“
From information to products.

7. From changing awareness to changing behaviour (1)

8. From changing awareness to changing behaviour (2)

9. 9
Think emotionally, test scientifically

10. Baby delivered 53% more registrations
% of contacts registering for more information on
Health Visiting
53%
Think emotionally, test scientifically

11. Insight founded on the evidence base
Context: broader social and environmental factors
Intervention: integrated package of resources /
services provided for beneficiaries
Mechanism: practical methods by which change
is achieved; likely to be several within the same
intervention
Tool: specific equipment that triggers /
supports a mechanism
Social Comparison
Goal Setting
Rewards
Self-Monitoring
Social Support
‘How To’ Info /Training

12. 200
67,500
2/3
Leverage partnerships as a delivery channel

13. Evidence from IP model – increasing the quit attempt rate is by far the most powerful lever
Evaluate rigorously and evolve
Decreasing
uptake has
negligible impact
Increasing share
also has limited
effect
Biggest impact is
from increasing

14. What helps people to change?

15. Timely Interventions: There are key moments when people’s
behaviours change through the life course
• People generally report improved behaviours in pregnancy and when their children are young, for example
75% of pregnant women say their health is very good or good vs. 68% all adults (GfK NOP, Source 1)
• 16% of 35-44 parents are increasing/higher risk drinkers vs. 24% of 35-44 non-parents (GfK NOP, Source 1)
• Common Good Research, conducted by COI, identified retirement as a key teachable moment for improving
health behaviours (Source 9)
“It’s the thought of it affecting
the baby, that’s the main thing.
It’s constantly on your mind”
(Cragg Ross Dawson,
Source 12)
GfK NOP Source 1

16. Timely Interventions: People set out with good intentions
but these fade during the day and during the week
• Across the day: people start with healthier food but eat less healthily as the day progresses (IPA Touchpoints, Source
13)
• Through the week: more mums spend time preparing family meals on Mondays than on Saturdays (IPA Touchpoints,
Source 13)
• Over the year: in December, 80% of people plan to make a New Year’s resolution; in January, 27% do; by February, 24%
have already broken their resolution (YouGov, Source 14)
“We could reduce our
takeaways at the weekend or
get lower calorie ones, but I’m
not cooking at the weekend!”
25
20
15
10
5
(Define, Source 7) 0
Chocol at e Sweet s
Cakes/ bi scui t s f r ui t
Source: IPA Touchpoints, 13
Base: C2DE mums, children 5-11

17. Personalised assessment: People find it difficult to
objectively assess their own and their family’s health
• 7% of parents think that their children are underweight (c. 1% are); only 5% think that they are overweight or
obese (c.30% are). (BMRB Source 18; NCMP, Source 2)
• 57% of increasing/higher risk drinkers believe that they are moderate drinkers (GfK NOP, Source
1)
• Drug users are the least worried about the impact of behaviour on health (GfK NOP, Source 1)
“I went to the doctor once and he said
my daughter was obese. I thought
it was totally ridiculous. I mean, she
doesn’t even look overweight.”
(DH, Source 3)
Source: GfK NOP, 1

18. Adding to life: Taking up is more attractive than cutting out
• People are more likely to make resolutions to do something positive than cut out
something risky: in January 2012, 58% of people who made a resolution, resolved
to do more exercise and 57% to improve diet, whereas only 16% resolved to cut
down on their drinking and 7% to give up smoking (YouGov, Source 14)
“I go to the pub, have a few pints
and cigarettes, then the next day I
cycle to work and have some salad
and fruit for lunch. It balances it
out”
(Define, Source 8)
GfK NOP, Source 1

19. 2. Strategic priorities

20. Locally Driven
• Consultation built-in
– Local-National board
– Consulted 150 people
– Regional marketing managers
• Catalysing on-the-ground activation
– Calendar of activity
– Growth in number of participative events
– Funded co-creation (e.g. Wakefield)
• Support
– Training, webinars etc.
• Innovation
– Schools plan
– On Demand for Employers and Schools
– Sharing data and insight to build the case for
local investment

21. Only ever in partnership
Stronger partnerships – key account management
•Reach out to new partners to co-create exciting campaign activity
•Develop new strategic partnerships with well known and trusted brands
Tech innovation
•Develop innovative activity via digital solutions
Employers
•Expand the employer programme to reach over 1 million employees

22. Transparent and evidence led
Spend
–Use and update allocation model
Data
–Contribute to ten peer-reviewed scientific
papers per annum
–Open up analysis of on-demand data
–Work with NICE on published guidance for
marketing
Pilots
–Innovation projects to generate data

23. Creating more opportunities to engage
Content vs campaigns
Whilst there is still a place for conventional advertising there is an opportunity to
produce more, cheaper content in order to address specific target audiences or to test
more innovative ideas without significant promotional investment. E.g MOOCs.
Media strategy
As well as using NHS Choices more effectively, we will experiment with promotional
‘dosage’. SHS results indicate potential for lower media spend over longer periods of time
as more effective – ‘recency’ is increasingly used in commercial sector.
Calendar events
We can use calendar hooks – Ramadan, Valentine’s, World Cup to drive uptake of existing
products more effectively
Participative events
We can support and create participative events that follow the Stoptober model – mass
participation, high quality behavioural support

24. Providing ‘On demand’ Public Health
Products
•Pipeline of digital interventions/products
•Smart modular CRM
•Using the market smartly - incubator fund
(hackathon), Microsoft partnership etc.
•Academic and Commercial partnerships – with a
view to global licencing
Social
•Social media response – switch resource from
helplines
Owned
•Integration with new NHS Choices platform

25. 3. What we should invest in – modelling

26. To inform the 14-17strategy we have developed
a new model for allocating marketing spend
The model gives each potential topic for social marketing a score, based
on five factors:
1.Scale
2.Severity
3.Treatability (for secondary prevention)
4.Effectiveness
5.Impact
Informed by literature review of
6,500 academic articles
Informed by
Clinical expert
view

27. Sample output of model
Scale
Severity of
Health Impact
Treatability Effectiveness
Strength of
Effectiveness
Index
Smoking cessation among adults 2 4 5 4 1.49
Early presentation to Primary Care 1.5 5 3 2 2 1.32
Increasing physical activity among whole population 3.5 3 4 2 1.28
Reducing hazardous and harmful alcohol consumption 2 4 3 2 1.05
Increasing levels of healthy eating among whole population 2.5 4 2 2 1.03
Decreasing sexually risky behaviours among the sexually active population 1 4 3 2 0.92
Encouraging uptake of health check among 40-75 yr olds 1 3 3 1 1 0.9
Encouraging early presentation with risks & symptoms of high cholesterol 4 3 4 0 0 0.9
Reducing uptake of risky behaviours in young people 1 4 2 2 0.83
Encouraging early presentation with risks & symptoms of high blood pressure 3 4 5 0 0 0.75
Encouraging early presentation with risks & symtpoms of type 2 diabetes 1 4 5 0 0 0.6
Increasing use of 999 calls for stroke 1 5 4 0 0 0.52
Improving public awareness of and early presentation of dementia 1 4 3 0 0 0.5
Increasing public awareness of and presentation of people with CMD 1 4 3 0 0 0.5
Increasing levels of healthy early pregnancy/maternal/early years behaviours 1 4 0 0 0.39

28. The model outputs support our existing programmes
and suggest new areas for investment
Model outputs Suggested approach
Highest scores for existing activity were: smoking,
early diagnosis (symptomatic), obesity
• Broadly maintain investment and make efficiencies
Highest scores for areas where we currently do little
are Sexual Health and Alcohol
• Alcohol strategic review suggests two regional pilots next FY.
• Sexual health is currently outsourced to THT and FPA. We
could look to add our own work or refocus partners - needs
a review of this area.
Most promising areas for innovation (high priority and
plausibility, limited evidence) are: blood pressure,
cholesterol, healthcheck, diabetes, dementia, mental
health
• Invest in cholesterol and healthcheck – create a combined
budget for ‘check’ including blood pressure
• Maintain dementia funding – SofS priority
• Exclude Diabetes – Tesco/D-UK pilot results needed
• Exclude mental health until results of 5 ways pilot are in –
Summer 2014

29. 4. Approach by lifestage

30. Having agreed budgets we will organise our activity by lifestage and integrate with
complementary programmes such as screening
Make it easier … Key activity (in development)
Healthy ageing To get diagnosed earlier when a visible
symptom occurs
• Just tell me – integrated approach to key symptoms
To check regularly for invisible
symptoms
• Develop ‘Check’ programme for symptoms such as blood pressure
• Effectively promote healthcheck directly and indirectly
To look after friends and loved ones with
dementia
• Dementia new campaign platform
Healthy Living To live healthily • Promote positive change with respect to alcohol and sexual health
• On demand products for all issues
• Social response
To stop smoking for good • New smokefree strategy
Healthy Start For parents to give their children the
best start
• S4L and ISP merger – world-class CRM offer for parents
For families to eat well and move more • New Change4Life strategy
For teens to be resilient • Rise Above social movement
• FRANK drugs service

31. Brand architecture
PUBLIC HEALTH ENGLAND
Change4lif
e
Rise
Above
FRANK
Start4life
PRO: Lifestage matching; effective targeting; partner/ activation focus
Smokefree
CON: Expensive; no through-life transition, fragmentation, no overall PHE movement
NHS
Tell Me
HealthCheck
Big Squeeze
Act FAST
Dementia
Stoptober
Smart
Swaps
Rise
Above
FRANK
Baby Talk
4Life
Healthy infants Healthy teens Healthy families Healthy adults Healthy aging
National
Brand
Example
initiative /
Search
Term
Dry January
5 ways

32. Calendar: what this could look like 2014/15

33. Thank you