Personalised social marketing of multi-dimensional physical activity profiles in at risk men & women

NHS健康检查是一项主要的公共卫生举措，针对40 - 74岁的男性和女性。这项倡议的目的是确定那些患心脏病、中风、糖尿病和肾病等疾病的风险增加的人。患者大约每五年被他们的医疗保健提供者邀请一次，每年约有220万男性和女性参加。目的是为那些被确定为风险增加的人提供个性化的建议和支持;从而帮助他们自助。如果有足够多的人改善他们的生活方式和/或接受他们通常不会接受的新药物或治疗，这一举措的成本将导致国民保健服务的节省。对于那些通过NHS健康检查被确定为有慢性疾病风险的男性和女性来说，体力活动可以对未来的风险产生非常强大的积极影响。然而，人们发现很难判断他们的身体活动状况。许多人认为他们比实际情况更活跃，这阻止了他们看到改变的必要性。人们也很难知道他们行为的改变是否对身体活动的某个方面产生了有意义的影响（有些人可能高估了引入新行为的影响和/或替代或补偿等反作用力可能会减少净效应）。目前，据估计，只有5%的人通过NHS健康检查确定将改变他们的身体活动。身体活动可能会为那些被告知患慢性病风险增加的人提供更多的东西;因此，NHS及其合作伙伴可以提供更多的东西。我们一直在学习更多关于身体活动和健康的知识。越来越明显的是，有多种方法可以利用身体活动的保护特性，因为这种行为有各种独立重要的方面。所以，我们都不需要做同样的事情（一个尺寸不适合所有）。技术的快速发展意味着我们现在可以描绘简单和/或复杂的身体活动“概况”和当前身体活动维度的个性化插图。反过来，这意味着我们可以促进（市场）个性化的身体活动选择的自助餐（在现有的个性化行为的背景下）与选项量身定制个人的需要和偏好。在这项研究中，我们希望了解用户（患者和医护人员）希望如何描绘身体活动测量技术进步提供的信息（第1阶段）。有各种高度可视化的方式来描述个性化的身体活动概况，并且有许多不同的选项和替代方案。我们的目标是开发一个明确的身体活动分析工具和方法，我们可以在试验中使用。我们将在此开发阶段寻求外部建议（例如，全国社会营销中心）。在这项开发工作之后，在随后的12个月试验中，我们将研究身体活动概况的个性化社会营销是否比西南部216名男性和女性的标准护理更有效地增加身体活动和降低风险（第2阶段）。前提是大多数患者不了解他们当前的身体活动行为和对他们开放的选择;并且身体活动行为的持久改变需要更大的授权和自主参与（人们需要了解他们的行为和选择，以便他们能够对他们的身体活动做出明智的决定）。我们的目标是将NHS健康检查中的资源投资转化为被确定为有风险的个人的身体活动行为的有意义的变化。

The NHS Health Check is a major public health initiative targeting men and women aged 40-74 years. The aim of this initiative is to identify people who have an increased risk of diseases such as heart disease, stroke, diabetes and kidney disease. Patients are invited by their healthcare provider approximately every five years and around 2.2 million men and women a year will attend. The intention is to offer personalised advice and support to those identified as at increased risk; and thus help them to help themselves. The costs of this initiative will lead to savings to the NHS if enough people make improvements to their lifestyle and/or receive new medication or treatment that they would not normally have received.Physical activity is a very important part of lifestyle. For those men and women identified as at risk of chronic disease through the NHS Health Check, physical activity can have a very powerful positive effect on future risk. However, people find it hard to judge their physical activity status. Many people have the perception that they are more active than is actually the case and this prevents them from seeing the need for change. It is also difficult for people to know whether a change in their behaviour has had a meaningful impact on a given aspect of physical activity (some people may overestimate the impact of the introduction of a new behaviour and/or counter forces such as substitution or compensation may lessen the net effect). At present, it is estimated that only 5% of people identified through the NHS Health check will change their physical activity. Physical activity has potentially so much more to offer people who have been told that they have an increased risk of chronic diseases; and thus has much more to offer the NHS and its partners. We are learning more about physical activity and health all the time. It is becoming increasingly apparent that there are multiple ways to harness the protective properties of physical activity because there are various dimensions to this behaviour that are independently important. Thus, we do not all have to do the same thing (one-size does not fit all). Rapid developments in technology mean that we can now portray simple and/or sophisticated physical activity 'profiles' and personalised illustrations of current physical activity dimensions. In turn, this means that we can promote (market) a smorgasbord of personalised physical activity choices (in the context of existing personalised behaviour) with options tailored to an individual's need and preferences. In this research, we want to find out how the users (patients and healthcare workers) would like the information provided from technological advances in physical activity measurement to be portrayed (Phase 1). There are various highly-visual ways to depict personalised physical activity profiles and there are many different options and alternatives. The aim is to develop a definitive physical activity profiling tool and approach that we can use in a trial. We will seek external advice in this development phase (e.g., National Social Marketing Centre). After this development work, in a subsequent 12-month trial, we will examine whether personalised social marketing of physical activity profiles is more effective at increasing physical activity and reducing risk than standard care in 216 men and women across the South West (Phase 2). The premise is that most patients do not understand their current physical activity behaviour and the options that are open to them; and that a long-lasting change in physical activity behaviour requires greater empowerment and self-determined engagement (people need to experience an understanding of their behaviour and the options so that they can make informed-decisions about their physical activity). We aim to translate the investment of resource in the NHS Health Check into a meaningful change in physical activity behaviour in individuals identified as at risk.