Research to understand the motivations and barriers to accessing support to lower risk of developing Type 2 diabetes

We worked with East Lindsey District Council and NHS Lincolnshire CCG to generate insight about the behavioural tendencies of people in Mablethorpe, Sutton on Sea and Trusthorpe who are prediabetic or at high risk of Type 2 diabetes. We explored their motivations and barriers to accessing the NHS Diabetes Prevention Programme, to generate behaviour change recommendations for increasing service uptake and accessibility.

What we did:
  • Research and insight
  • Project management
  • Community engagement
  • Data visualisation
  • Social marketing and behaviour change
A nurse testing a patient's blood sugar levels.
A man reading the type 2 diabetes insight report.

The mission.

To understand the behavioural determinants of accessing and engaging with the NHS Diabetes Prevention Programme (DPP) for those who at high risk of Type 2 diabetes, including what factors may hinder engagement.

Our mission was to generate insight to better understand what stops people from using the DPP and how its delivery, marketing or discourse can be transformed for maximum reach and impact in Mablethorpe, Sutton on Sea and Trusthorpe, to encourage greater uptake of the services.

An open page spread of the diabetes insight report.

The research.

Following an initial scoping review of national and local data on Type 2 diabetes, diabetes management and the local picture, we developed insight surveys to understand the views of key audience groups including at-risk populations of residents, healthcare professionals and people of influence in local communities (Community Connectors). 

The surveys explored residents’ views, motivations and behaviours around accessing the DPP; their understanding of Type 2 diabetes; and their awareness, needs and expectations of prevention support.

To qualitatively explore the topics and themes from the research, we then conducted interviews with residents to generate a deeper understanding and analysis of their support needs, the best touch-points for support information and the underlying features of their decision whether or not to engage with the DPP.

The impact.

We used the research to develop insights to action: 6 specific recommendations to East Lindsey District Council to inform strategy about how to engage at-risk population groups through changes to their marketing and communications about the DPP and modifications to service delivery and structure.

We illustrated these behavioural insights and actions for change through a visual report including profiles of two audience personas to represent views of key behavioural demographics.

We explored the approaches that will make the strongest emotional connection with residents and increase positive perceptions of the DPP for increased engagement and reduced prevalence of Type 2 diabetes in Mablethorpe, Sutton on Sea and Trusthorpe.

4 audience groups prioritised to work with
14 residents engaged in interviews
2 audience personas generated
6 actionable recommendations proposed

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