Benefits of NHS Choices for those wanting to lose weight or get fitter

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Report of the findings of an web survey amongst those coming to the NHS Choices site to find information to help them lose weight or get fitter. The report uses the Di Clemente behaviour change model to identify the extent to which the site influences behaviour

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Benefits of NHS Choices for those wanting to lose weight or get fitter

  1. 1. 1 Customer Insight Public information April 2013 Benefits of NHS Choices for site users who want to lose weight or get fitter
  2. 2. 2 Customer Insight Public information Contents • Introduction • Sample and methodology • Key takeaways • Profile of users using NHS Choices for weight loss • Does NHS Choices influence exercising and eating behavior? • Use of online resources
  3. 3. 3 Customer Insight Public information Introduction. • The extension of the Business Case for the continuance of the NHS Choices service beyond November 2011 identified a series of benefits. This research was conducted to measure the extent to which the following benefits have been realised: • B19 decreasing the prevalence of obesity (B19) and • B17 citizens living a healthier lifestyle • NHS Choices provides key content areas aimed at tackling obesity and helping users achieve weight loss via four key content areas: healthy eating, exercise/fitness, losing weight and the Couch to 5k plan. • Previous research has indicated users have used NHS Choices to adopt healthy lifestyles and one in twelve (8%) users have reported the site has helped them lose weight. • Specific research objectives include: • Determine the impact of the site on those who say they have used it to help manage their weight, exercise or eat more healthily • Determining what content has been used to lose weight • Usefulness and effectiveness of weight loss information and tools • Other sources of information/interventions followed both online and offline • Self reported behaviour change as a result of using NHS Choices • The findings of this research should be considered as preliminary findings to an academic research study that is going to be conducted by the National Obesity Observatory.
  4. 4. 4 Customer Insight Public information Sample and Methodology Type of survey Online pop-up survey on selected pages of the NHSC website Methodology Online survey Fieldwork dates February to March 2013 Sample Total sample completes N=928 Sample distribution General public – self selecting sample of site visiting for themselves Invitation pages http://www.nhs.uk/Pages/HomePage.aspx /Tools/Pages/Healthyweightcalculator.aspx /livewell/loseweight/Pages/Loseweighthome.aspx /Livewell/healthy-living/Pages/height-weight-chart.aspx /LiveWell/Goodfood/Pages/Goodfoodhome.aspx /Livewell/Goodfood/Pages/eatwell-plate.aspx /LiveWell/c25k/Pages/couch-to-5k.aspx /Livewell/loseweight/Pages/BodyMassIndex.aspx /Livewell/Goodfood/Pages/eight-tips-healthy-eating.aspx /livewell/fitness/Pages/Fitnesshome.aspx /Livewell/Healthyhearts/Pages/Cholesterol.aspx /Livewell/fitness/Pages/physical-activity-guidelines-for-adults.aspx Sample & Methodology
  5. 5. 5 Customer Insight Public information 5 Conclusions 1. Approximately 60% of survey participants have used NHS Choices for weight loss and taking more exercise. 50% have used NHS Choices to eat more healthily. 2. Approx. 75% of users reported to be satisfied with NHS Choices for helping achieve weight management/weight loss goals. 5. Data suggests NHS Choices helps facilitate and maintain behavioural change for a healthier lifestyle; losing weight, exercising & eating healthier. Key takeaways. 4. Data shows a significant increase in normal healthy BMI and decrease in obesity after using NHS Choices. 3. 50% reported to have lost weight as a result of using NHS Choices. On average users reported to lose 1.5 stones (9.5kg) since using NHS Choices.
  6. 6. 6 Customer Insight Public information Of the 57% who have used NHSC, 20% use the site to eat more healthily and 8% use the site to lose weight. 43% 57% Yes No 6% 2% 3% 20% 8% 2% 3% 5% 7% 7% 7% 7% 8% Eat more healthily Help you lose weight Help during pregnancy Sleep better Start an exercise programme Improve mental wellbeingbetter cope with stress Researchinformation (on healthillnessessymptoms) Stop smoking Decide to get child vaccinated Decide to go for a health screening Started running Reduce your alcohol intake Something else • 42% of personal site users have used the site to make a positive health behavioural change such as eating more healthily, taking up exercise, losing weight, stopping smoking etc. Q. In the last 12 months, have you ever used the information from NHS Choices to make a health related behavioural choice (from a specified list)? Base all who have used the NHS Choices website for personal use n=233 un-weighted base, n=5727 weighted base Omnibus survey
  7. 7. 7 Customer Insight Public information Who is using the site for weight loss?
  8. 8. 8 Customer Insight Public information Profile: Predominantly females, aged between 25-54 and working. Female 80% Male 20% 3% 14% 15% 25% 16% 17% 8% 2% 1% Under 16 16-19 20-24 25-34 35-44 45-54 55-64 65-74 75+ . 35% 15% 9%8% 2% 23% 4% W orking fulltim e W orking parttim e Unem ployed Notworking Disabled A student O ther Base: = 928 Gender Age Working Status Q. Profile of respondents who use NHS Choices to manage mental health wellbeing/condition
  9. 9. 10 Customer Insight Public information 20% 20% 7% 6% 3% 4% 4% 36% Just started 1-2 months 3-4 months 5-6 months 7-8 months 9-10 months 11-12 months More than one year 10 Approximately four fifths of respondents have been trying to lose weight over one year and three quarters were either overweight or obese when they started to use NHS Choices. Base: Respondents with a weight loss goal = 535 16% 42% 32% 8% 1% Underweight (BMI 15-18.5) Normal/healthy BMI (BMI 18.5- 25) Overweight (25-30) Obese (30-39) Morbidly obese (>40) Q. How would you describe your body weight when you started using NHS Choices to achieve your health goals?Q. How long have you been trying to lose weight?
  10. 10. 11 Customer Insight Public information 8% 15% 23% 13% 20% 20% All or most days Every two or three days About once a week About once a fortnight About once a month Less often than once a month 11 Almost half of the users visit NHS Choices at least once a week to achieve weight loss, take more exercise and eat more healthily. Base: All respondent = 928 46% Q. How often have you used NHS Choices website in the last 12 months to help achieve your health goals?
  11. 11. 12 Customer Insight Public information Does NHS Choices influence exercise and eating behaviour?
  12. 12. 13 Customer Insight Public information Adaptation of DiClemente model of behaviour change. Information/knowledge Individual is aware of the problem and benefits for change Contemplation Individual thinks about change and benefits Ready to change Individual gets into the action stage e.g. downloads the couch to 5k running podcasts Make a change Integrating healthy behaviour in the general lifestyle Maintaining a change Maintaining the healthier lifestyle Relapse Unhealthy behaviour Is resumed Results support change Direct experience of benefits A battery of statements were constructed to determine whether NHS Choices is effective at facilitating behavioural change.
  13. 13. 14 Customer Insight Public information 68% 66% 61% 67% 67% 59% I feel more informed about the benefits of exercising regularly I feel more informed about how my weight affects my health I feel more informed about the benefits of eating heathily I feel more motivated to start an exercise programme I feel more motivated to start eating healthier I feel more motivated to lose weight 14 Base: All respondents = 928 Data suggests NHS Choices content helps facilitate behavioural change by providing information and facilitating contemplation. Information/ Knowledge Contempla tion for change Q. Below is a grid containing statements of possible outcomes you may have had as a result of using the NHS Choices site. On a scale of 1 to 5 to what extent do you agree or disagree with the following statements? % of respondents who agree with the statements (Top 2 box) According to DiClemente model information/knowledge and contemplation are important prerequisites for behavioural change.
  14. 14. 15 Customer Insight Public information 66% 60% 60% 58% 58% 55% I tend to eat more fruit and vegetables I try to eat less fat and sugar I tend to make healthier food choices I tend to exercise more I tend to be more conscious about my daily calorie intake I tend to exercise regularly 15 Base: All respondents = 928 Data suggests NHS Choices helps facilitate behavioural change for losing weight, exercising and eating healthier. Making a change Q. Below is a grid containing statements of possible outcomes you may have had as a result of using the NHS Choices site. On a scale of 1 to 5 to what extent do you agree or disagree with the following statements? % of respondents who agree with the statements (Top 2 box)
  15. 15. 16 Customer Insight Public information 55% 54% 47% 44% 39% 71% 69% I tend to exercise regularly I am fitter and healthier than before I lost some weight I feel more positive about the way I look I have noticed an improvement in my mental well being/coping with stress I feel I will continue to eat a healthy diet I feel I will continue to do a healthy amount of physical activity 16 Base: All respondents = 928 Data suggests NHS Choices helps achieve results and maintain behavioural change for losing weight, exercising and eating healthier. Results Maintaining change Q. Below is a grid containing statements of possible outcomes you may have had as a result of using the NHS Choices site. On a scale of 1 to 5 to what extent do you agree or disagree with the following statements? % of respondents who agree with the statements (Top 2 box)
  16. 16. 17 Customer Insight Public information 17 73% 75% 84% Weight management (Lose, maintain or gain weight) Eat more healthily Take more exercise Base: All respondents = 928 More than four fifths stated they successfully achieved taking more exercise. Three quarters of users reported to have successfully achieved their weight loss goal and eating healthy goal. Q. Overall, on scale of 1-5, how successful have you been in achieving your health goals? Lost weight (n=535) % successful in losing weight 73% % of respondents who feel they have successfully lost weight (top 2 box). % of respondents who feel they have been successful (Top 2 box)
  17. 17. 18 Customer Insight Public information Half of all respondents surveyed reported to have lost weight as a result of using NHS Choices; there was a significant increase in normal healthy BMI and decrease in obesity after using NHS Choices. All surveyed 100% (N=928) Those who have lost weight using NHSC 16% 42% 32% 8% 2% 34% 42% 18% 4% 1% Underweight (BMI 15-18.5) Normal/healthy BMI (BMI 18.5- 25) Overweight (25-30) Obese (30-39) Morbidly obese (>40) Before After  14%  18%  4% Significant change   51% lost weight* N=467 On average users reported to lose 1.5 stones (9.5kg) *Regardless of health goal Q. Have you lost weight as a result of using NHS Choices? Q. How would you describe your body weight when you started using NHS Choices to achieve your health goals? Q. How would you describe your current body weight?
  18. 18. 19 Customer Insight Public information 37% 19% 9% 4% 3% 3% 5% 20% 26% 24% 10% 6% 4% 3% 6% 21% 47% 15% 8% 3% 2% 3% 4% 19% Just started 1-2 months 3-4 months 5-6 months 7-8 months 9-10 months 11-12 months More than one year Overall Users who lost weight Users who did not lose weight 19 Almost half of users who did not lose weight had just started using NHSC. Base: All respondent = 928 Q. How long have you been using NHS Choices to help you achieve your health goals?
  19. 19. 20 Customer Insight Public information Use of online resources.
  20. 20. 21 Customer Insight Public information 71% 33% 28% 27% 17% 15% 12% 5% Online information resources/website Family and friends Going to the gym Online blogs and forums Healthcare professionals e.g GP and nurses Self help books Going to slimming clubs/support groups Personal trainer 21 Almost three quarters use online information/resources for achieving health goals. Base: All respondents = 928 Q. What has been useful to you when trying to achieve your health goals?
  21. 21. 22 Customer Insight Public information 32% 26% 21% 14% 10% 10% 7% 5% 5% 4% 4% 16% Only used NHS Choices BBC Health Myfitnesspal.com Weightwatchers.co.uk Mapmyrun.com Livestrong.com Weightlossresources.co.uk Runkeeper.com Tescodiets.com Nikeplus.com Bupa.co.uk Other (Please specify) 22 What other websites in addition to NHS Choices have you used to help you achieve your health goal? Base: All respondents = 928 3% 3% 3% 2% 2% 2% 2% 2% 1% Myspecialk.co.uk Sainsburysdiets.co.uk Rosemaryconley.com Dietchef.co.uk Cambridgeweightplan.com Dukandiet.com Slimmingsolutions.co.uk Nutritionprogram.co.uk Nutracheck.co.uk BBC Health and My Fitness Pal are the most common online sites used in conjunction with NHS Choices to achieve health goals. Q. What other websites in addition to NHS Choices have you used to help you achieve your health goal?
  22. 22. 23 Customer Insight Public information 63% 43% 37% 36% 34% 27% 26% 16% 13% 9% 7% 7% 3% BMI healthy weight calculator Written advice on healthy eating Couch to 5K running podcasts Written advice on physical activity Written advice on losing weight Healthy eating self assessment 'Losing weight - getting started' weight loss plan Fitness self assessment Home exercise guides Strength and flex podcasts Videos 'What's your sport' interactive tools Online clinic on weight loss - expert advice 23 Base: All respondents = 928 4.2 3.9 4.7 3.9 3.9 3.8 4.0 3.8 3.9 4.0 3.9 3.9 3.9 Approximately three fifths of users have used the NHS Choices BMI calculator. Couch to 5K running podcasts & the BMI calculator are perceived the most useful in helping achieving health goals. Q. What have you used on NHS Choices to help you achieve your health goals? Q. On a scale of 1 to 5, how useful have the following been in helping you achieve your health goals? Usefulness (Average on a 1-5 Scale)
  23. 23. 29 Customer Insight Public information 29 Improvements to the site (1) Qualitative responses n=902 Food & diet More recommended recipes (Including vegetarian, low cost, gluten free, low fat options and meals suitable for diabetics) 3% Introduce meal ideas/ plans (including low cost meal plans) 3% Online calorie counter and tracker 1% Personalised advice (including dietician) 1% Nutritional information/calories information/fat content for meals/recipes 1% Information on vegetarian/vegan diets 1% More information on eating disorders/psychology and overeating/stress eating 1% Exercise More exercise podcasts (For different forms of exercise e.g. Pilates, yoga, circuit training, core strength) 4% Develop Couch to 10K Podcast 2% Number of calories burned doing different exercises 1% Better music on Couch to 5K Podcast/ability to stream own music 1% Make it easier to download Couch to 5K (Ability to download on a wider range of Smart phones/omit the need for Flash) 1%
  24. 24. 30 Customer Insight Public information 30 Improvements: quotes Exercise Pilates pod cast would be great. Exercise Podcasts or structured exercise programs similar to couch25k for other types of exercise would be good, as not everyone will be suited to running. Food and diet I used other sites in working out how many calories I burned doing certain activities. maybe a little more of this information could be helpful. .C25K I would like the music used in the podcasts to be available separately. . C25K I would really like to see a Bridge to 10k plan for Couch to 5k graduates. Food and diet the site has been pretty helpful although I have used Google a lot to find out how many calories there are in certain types of foods and to try calculate my daily intake minus exercise. Food and diet Healthy recipes, including reasons why ingredients are useful, along with nutritional info per recipe.
  25. 25. 31 Customer Insight Public information 31 Improvements to the site (2) Links Provide links to local activity/sport organisations 3% Ensure there are no broken links on the site 0.5% Motivation Information on keeping up motivation/overcoming psychological barriers 1% Option for creating a personalised page A personalised page for recording information i.e. weight/tailored advice 1% Links More links to healthy, easy to make recipes. Motivation Having a podcast on motivation and confidence and all that really important psychological stuff because that is where the issue is.
  26. 26. 32 Customer Insight Public information 7% 3%1% 30% 59% 10% 3%3% 34% 50% Definitely Probably Not sure Definitely not Probably not Take more exercise Eat more healthilyWeight management (lose, maintain or gain weight) 9% 2%2% 36%% 51% 13% 3%4% 35% 45% % of respondents More than four fifths of users anticipate to continue using NHS Choices to help achieve their current and future health goals and are likely to recommend NHS Choices. 12% 2% 45% 38% 3% 9% 2%1% 30% 58% Anticipated use of NHS Choices Likelihood to recommend NHS Choices Q. Do you anticipate continuing using NHS Choices to help you achieve your current and future health goals?
  27. 27. 33 Customer Insight Public information Conclusions • Those invited to take part in the survey joined because they had used the site to help them eat more healthily, lose weight or take more exercise - at least three quarters of survey participants claimed to be successful in reaching their goals • Overall half of them reported having lost weight as a result of using the site and other resources. This was not just amongst those with the express goal of losing weight, but also amongst those who stated they wanted to eat more healthily or get fitter. • Many of those who had not lost weight had recently started using the site, so they may well be successful in reaching their goals in time, again demonstrating the potential of the site • It is clear from our web analytics reports that NHS Choices gets only a relatively small share of the internet traffic. Promotion of the weight loss/healthy eating/fitness content of the site would mean a greater number of the population would have access to our valuable content • Overall the elements of content used by survey participants users were given good usefulness ratings with Couch to 5k receiving the highest rating by a big margin
  28. 28. 34 Customer Insight Public information Questions and comments to: thechoicesteam@nhschoices.nhs.uk please quote “Slideshare” in subject line

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