Turning health insight into a more effective NHS Health Check campaign

A phased qualitative programme identified barriers to NHS Health Check uptake, shaped new communications, and then tested those materials with the intended audience.

Public healthBehaviour changeQualitative researchCommunications testing

AudienceLeicester residents aged 40–74 eligible for the NHS Health Check programme

ApproachSix insight focus groups followed by two further groups testing newly developed communications

Value to Leicester City CouncilInsight that directly shaped and tested a local campaign to encourage NHS Health Check uptake

The project

Using insight to move from understanding barriers to testing solutions

A two-stage qualitative programme in which the first phase informed campaign development and the second tested the resulting communications.

The brief

Leicester City Council wanted to understand residents’ attitudes towards the NHS Health Check programme, identify barriers to uptake, and explore how those barriers could be overcome. Enventure Research was appointed to deliver in-depth consumer insight with people eligible for the programme.

The approach

Six initial focus groups were held with residents aged 40–74. Recruitment used on-street approaches, referrals, and snowballing, and groups were stratified by gender, age, and ethnicity. Interpreters were used where needed so language was not a barrier. Leicester City Council used the initial findings to create new promotional materials, which were then tested and evaluated through two further focus groups.

The outcome

Enventure Research analysed the findings and reported the key themes. The first phase gave the Council evidence on awareness, attitudes, and barriers to participation; the follow-up groups provided feedback on the new materials. Together, the work helped shape a localised campaign promoting NHS Health Checks.

Six scoping and insight focus groups with the target audience
Recruitment designed around age, gender, ethnicity, and language needs
Research findings used to develop new communications
Two follow-up groups tested the resulting campaign materials

Turning health insight into a more effective NHS Health Check campaign

Using insight to move from understanding barriers to testing solutions

The brief

The approach

The outcome

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