PCTs can use NHS Direct’s data to improve use of urgent care services
In addition to our work to quantify the value NHS Direct adds to the NHS, we have also developed a patient segmentation model that allows us to identify how different groups of people use our services.
Our seven patient segments are defined by their behavioural tendencies, where they live, and their usage of NHS Direct and other health services. Our patient segmentation has also been mapped against socio-economic groups and MOSAIC, a consumer classification covering demographics, lifestyles and behaviours of all individuals and households in the UK.
| NHS Direct patient segment | Typical attitude to health | Socio-ecomonic profile and MOSAIC classification |
| Preventers | “It’s better to be safe than sorry” | Typically women from higher socio-economic group (SEG) and MOSAIC lifestyle groups C to H. |
| Fixers | “I haven’t got time to be ill” | Typically men from higher SEG and MOSAIC lifestyle groups C to H |
| Independents | “I like to deal with things myself if I can” | Typically women from MOSAIC lifestyle groups A, B and I to L |
| Stoics | “I will only ask if things get serious” | Typically men from MOSAIC lifestyle groups A, B and I to L |
| Disengaged | “I need help and don’t always know the right place to turn” | Typically men and women from low SEG and MOSAIC lifestyle group N |
| Reluctants | “Something’s wrong but I don’t want to cause too much bother” | Typically men and women from low SEG and MOSAIC lifestyle group M and O |
| Novices | “I need someone to tell me what to do” | Typically young people aged 14-21 e.g. first -time mums and students |
The analysis enables us to identify the relative proportions of the different patient segments within a local population, and the extent to which they use our services compared with a national average or a suitable comparator – e.g. another PCT with similar relevant characteristics. This information could also be used as a proxy for public use of urgent and emergency care services generally. The data can then help PCTs to generate more appropriate use of services, including NHS Direct, amongst particular patient segments and to achieve efficiencies for the health economy.
The following graphs illustrate some of the high level data available for a fairly typical urban PCT. The usage of NHS Direct’s services by the different patient segments is fairly consistent with national averages, with the exception of usage by “Reluctants”, which is significantly lower than the national average. In this area there is also a high proportion of Reluctants within the local population. If usage of NHS Direct’s services by this segment increased to the national average in this PCT, this would be likely to save a further 1,600 GP visits per annum, and 1,200 A&E attendances, above the current figures of 8,900 and 7,200 respectively. In this PCT alone, it would generate efficiencies in the local health economy of an additional £175,000.
We are also able to map the patient segments geographically within the local area, and to identify the likelihood of different segments to use remote services for their health care needs, and understand which channels they prefer. This can provide powerful intelligence to help drive more appropriate provision and use of services. This is in the interests of patients and commissioners, particularly when combined with other data held by NHS Direct and commissioners about local population health characteristics and behaviours.
We are very keen to find out what commissioners think of the data we hold and have already shared our data with a number of Trusts. If you would be interested in finding out more about how our data may be able to support you, please contact your Regional Director.
Related Links
NHS links
Local teams
To discuss how we can tailor make our services to your requirements, why not get in touch with our regional director in your area?
