NHS pilots personalised videos to reach people at risk of Type 2 Diabetes

The Healthier You NHS Diabetes Prevention Programme (NHS DPP) is working with Citizen Communications and the personalised video platform, Idomoo, to reach people identified as being at risk of developing Type 2 Diabetes.

The short-term pilot, which began in February, takes the form of a personalised video campaign that can be tailored to ethnicity and gender and made relevant to the ‘lived experiences’ of participants. It has already been used to address issues such as inequality of access.

Designed to increase patient engagement with the National Diabetes Prevention Programme, it also aims to boost retention, motivation and completion.

It’s hoped that, as well as increasing engagement rates, it will also improve cost efficiencies, for example, by saving on letters. Patient approval ratings of NHS projects delivered using personalised videos in the past year was reportedly over 86%, while engagement rates are said to have been approximately 10 times higher.

The videos, tailored to each individual Type 2 diabetes prevention journey, include a call to action to encourage and support continuation with the prevention programme. Content is also targeted by delivery at the point in which evidence suggests participants are more likely to ‘disengage’.

Mike Stone, Director of Partnerships at Idomoo, said: “No two lives are the same – and so no two messages should be either. We live in an era where digital communications are abundant and people have developed filters for generic messages, and instead only engage with those created for them personally. Combining the engaging, creative potential of video with the personalisation data offers is a powerful recipe for effective communications.”

Allen McKay, Managing Director of Citizen Communications, added: “Citizen’s Personalised Video combines patient data together with the application of behavioural science, to create ‘personally relevant content’, enabling communication with patients individually, and equally, promoting better health outcomes at scale.”

Examples of the personalised videos can be found on the dedicated YouTube channel.