Your Primary Care & Increased Demand - NHS South East London Clinical Commissioning Group
How behavioural science increased awareness of The
NHS primary care network
- NHS Integrated Care System
- February 2023 - May 2024
What services we used
- Behavioural Insights Research
- Randomised trials
- Campaign Activation
- Post-campaign Survey
“We are passionate about using the power of behavioural science to improve lives, wherever we can.”
The Brief
#YourPrimaryCare was an integrated campaign developed to celebrate the work of Primary Care Services whilst helping to reduce pressure on urgent care and emergency departments across South East London through promotion of virtual options and the wider primary care team (including ARRS roles).
The Approach
The campaign was designed to take SEL residents on the first steps of a journey to greater understanding about the variety of options and routes available to them to access primary health care support, remaining conscious of assisting SEL ICS in their Core20PLUS5 commitments to addressing health inequalities in this area.
The Impact
3,200,000 people reached
1.74% engagement rate
55,000 clicks to key calls to action
The Behavioural Science
- Identifying behaviours, and analysing barriers to action using COM-B
- Social identity theory
- Rapid evidence review
