BeStUSeoFDAtAinheALthcARe
WinneR
hiGhLYcoMMenDeD
Waveneypct
centralofficeofinformation/Departmentofhealth experian
LateralGroup&ehSBrann BringingfruitandvegtoGreat
howarethekids Yarmouth
FollowingthelaunchofChangeLife,agovernmentcampaignaimedat Highlevelsofdeprivationinthecatchmentareaof
reducinglevelsofobesityinEngland,thefocuswasrestructuredontothe WaveneyPCTmeantthatoverathirdofthe
consequencesofobesity.Personalisingtheissueandprovidingtwo-way populationconsumelessthanoneservingoffruit
engagementallowedspecificbehaviourstobetargeted.Thejudgesadmired andvegetablesaday.Toaddressthis,amobilefood
thedrivebehindthiscampaignandthewayitwasabletoidentifyproblem storewascreatedofferingwholesale-priceproduce,
familiestodelivergoodresults. togetherwithinformationonfoodpreparationand
Behaviourchangeismorelikelyifinformationispersonalised.Thismeant lifestyleimprovement.
gettingpeopletorecognisefirstofallthattheirownfamiliesmaybeatriskof Toplanthebestrouteforthestore,apostcode
obesity.Adetailedquestionnairewasdevelopedfor“Howarethekids?”,asking levelmapoflifestyletypes,healthsurveyand
parentsinat-riskfamiliestorecordtheirchildren’sdietandactivityforoneday. hospitaldatawascreatedtoindicatethelikelihood
Afunsupplementforkidswasalsoincludedtoengagethemwiththeprocess. ofpeopleconsuminglessthanoneaday.Following
Thesurveywasstructuredaroundeightdesiredhealthybehavioursand11 contactwiththemobilefoodstore,anaverage
millionweredeliveredthrougharangeofchannels,includingemail,directmail increaseof26percentofpeopleconsumingfive
andschools.Inreturnforcompletingthesurvey,eachfamilywaspromiseda dayanda75percentreductioninthosegetting
personalisedactionplanfortheirchildrentohelpimprovetheirbehaviour.A lessthanoneadaywasreported.
scoringmodel,basedonNHSguidelines,wasappliedtoanswersinorderto
drivethispersonalisation. ShoRtLiSt
Responsedatafromthesurveywasconsolidatedintoacentraliseddatahub Bupa
whereitwasscreenedandcleaned.Arulesangineappliedthescoringmodelto experianintegratedMarketing
responsesandallocatedarangeofrecommendationstoeachchildasthebasis expandingthemarketableuniverseto
fortheirpersonalisedplan.Thehubthentriggeredfulfilmentofpersonalised increasesalesconversion
emailordigitally-printedmailpack.Theseweredespatchedwithin2hoursof
thesurveyresponsebeingreceived,leadingtothecreationofover58,000 centralofficeofinformation
emailsand250,000mailpacks. LateralGroup
ApplicationintegrationwasalsoundertakenwithCOI’scallcentretoprovide change4Lifedatahub
customerservicerepresentativeswithvisibilityoftheoriginalquestionnaire
suppliedbyarespondentandtheactionplansenttothem.Upto11,072possible countyDurhampct
combinationsofresponsewerecombinedwith20variationsofrecommended Datanomic
behaviourtocreate.9millionpotentialpackvariationsperonechildfamily. Bestpracticehealthinformatics
Thereachoftheprogrammefarexceededtarget,deliveringover12,000
responsesadayatitspeak.Atriskfamiliesaccountedfor77percentofall
responses,whichwereachievedatacostperintermediateresponseof£15.
Sponsoredby:
intiMAteSYSteMS
InitiateSystemsenablesorganisationstoconfidentlysharecriticaldataassets.Multinationalcorporations,healthcare
organizationsandgovernmentagenciesrelyonInitiate®softwareandservicestodelivercomplete,accurateandreal-time
viewsofdataspreadacrossmultiplesystems,domainsordatabases.Initiate’smulti-domainmasterdatamanagement
(MDM)solutionsfacilitateinteroperability,informationsharing,entityresolutionanddataqualitytoincreaserevenues,
reducecostsandmitigaterisks.Initiateoperatesgloballythroughitssubsidiaries,withcorporateheadquartersinChicago
andofficesacrosstheU.S.,andinToronto,LondonandSydney.Formoreinformation,visitwww.Initiate.com.
26|DAtAStRAteGYAWARDS2009
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