Presented at the Design and Deliver Better Services - For People, With People event in Taunton on 2 December 2015 organised by South West Forum

1. Commissioning with Insight:
Devon Healthy Lifestyle Service
Steven Brown
Assistant Director of Public Health
Devon County Council

2. Plan
• The Challenge
• The Principles
• The Approach
• Where are we now?

3. The Challenge: To reduce premature death in Devon
The proportional contribution to
premature death
Source: From evidence into action: opportunities to protect and
improve the nation’s health. Public Health England. October 2014.
Main modifiable behaviours =
Tobacco smoking, Physical Inactivity,
Excess alcohol and poor diet
Burden of disease attributable to 20 leading risk factors for
both sexes in 2010 (expressed as a % of UK DALYs)

4. The Challenge:
The Challenge!
• Overweight
adults
384,271
• Adults smoke111,400
• Physically inactive247,900
118,600 Adults drinking at
harmful levels
1,781
Premature Deaths in
Devon
How do we
reach/connect?
What is the offer
they want?

5. Background
• Existing Service:-
- Stop Smoking Service supported 1,200 individuals (794 quits)
(3.1% smoking population reached)
- Handles 3,000 Adult weight management referrals per year.
- Works with around 400 ‘vulnerable’ individuals (Health Trainers)
= 4,600 individuals supported by the service
• Current contract ceases April 2016.
• Increasing DEMAND on health and Social Care + LESS funding
• Radically upgrade PREVENTION!.....
…..More of the same is NOT the answer!

6. The Approach

7. A new Healthy Lifestyle Service

8. Development of Persona Profiles
Healthy
lifestyle
Insight
Healthcheck
survey
HealthWatch
Resident
survey
Focus
Groups
2011
Mosaic
Analysis
Healthy
Weight
Service
feedback
Discovery
Day
Devon
Prevention
Strategy
Digital
Inclusion
research
(economy)
Devon
Social
Prescribing
Evidence
review
HealthWatch
Smoking
survey

9. Persona Example

10. A Discovery Day
Key purpose of the day
1. New perspective on the challenge:
- Understanding the customer.
- Understanding the problems and
market challenges.
Let’s challenge our assumptions!
2. New perspective on the solution:
- Explore and develop solutions for
Devon
- Freedom to think the unthinkable
Let’s transform and innovate!

11. Focus Group Insight
• What makes you happy?
• What do you enjoy doing?
• What gives you a sense of achievement?
• Whose opinion do you value?
• How do connect with them?
• Who would you listen to about leading a healthy
lifestyle?
• What positive changes have you made and what
prompted the change?
• Thinking about the future?

12. Inform me: what people said
I will do it for
myself with a
bit of self-help
I am happy
to set my
own goals
I’m so busy I
struggle to
find the time
to be active
I often use
Apps as a
motivation
I often use
google to get
advice and
information
If my jeans are
too tight I will try
and be good

13. Enable Me: what people said
It’s just too hard,
half an hour walk
there and back
before you pay
£5 to swim…I
couldn’t do it if I
took the kids
I am self-
motivated
I would listen
to what my
Doctor had to
say
It’s all
about the
kids and
my family
I usually use
google to find
out
information
There is already loads of
information available (on
the web). Coordinating an
easy to follow link would be
the most effective way

14. Support Me: what people said
Don’t really trust
‘authority
figures’, my GP
would be my last
resort
Being able to
play with my
daughter…that’s
just magic
I never know if I
have enough time,
or am too tired but
if I can fit it in and
just turn up, that
works
Unless I think it is
a real immediate
health problem
I’m not too
worried
I prefer to talk
over the
phone or
meet face to
face
I don’t want
someone telling
me what to do!
Money and
access is a
barrier

15. Common Themes
• Aspirations differ but all centre round the wellbeing
and happiness of loved ones.
• Family and friends ….powerful enablers
• The words ‘Healthy Lifestyle’ interpreted as sporting
activities.
• Feeling of having a lifestyle imposed on you is
aggressively rejected.
• Health is a motivator but future health problems are
not.

16. Market Warming Event

17. Devon Healthy Lifestyle Service
Who are the customers, what are their needs and what is
the offer they want + how do they want to access it?
INSIGHT REACH OFFER
Success Measures

18. The Service Offer include.…
• Providing the right advice, information and support, focusing on:
- Alcohol, Physical activity, Smoking, Alcohol + (Emotional Health and wellbeing)
• Empowering, enabling and motivating people who want to take control of
their own health and wellbeing:
- Taking a personal approach / building relationships with clients, referrers and
providers
- Have a presence in the community, identifying & mobilising community assets and
resources
• Connecting people:
- to local community assets
- to services (DCC commissioned e.g. Stop Smoking Service and non-commissioned)
• Targeting Health Inequalities: Proportionate Universalism
• Continued service development: Changing technology, changing needs…
commitment to work collaboratively and co-design the service!

19. A new Devon Healthy Lifestyle Offer

20. Tender to be launched this week!