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

NHS健康检查是一项针对40-74岁男性和女性的重大公共卫生倡议。这项倡议的目的是确定心脏病、中风、糖尿病和肾脏疾病等疾病风险增加的人。他们的医疗保健提供者大约每五年邀请一次患者，每年约有220万名男性和女性参加。这样做的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得到的新药物或治疗，这项倡议的成本将为NHS带来节省。体力活动是生活方式非常重要的一部分。对于那些通过NHS健康检查被确定为慢性病风险的男性和女性来说，体力活动对未来的风险有非常强大的积极影响。然而，人们发现很难判断自己的身体活动状况。许多人认为他们比实际情况更活跃，这使他们看不到改变的必要性。人们也很难知道他们行为的改变是否对身体活动的某一方面产生了有意义的影响(一些人可能高估了一种新行为的影响，和/或替代或补偿等反作用力可能会减少净影响)。目前，据估计，通过NHS健康检查确认的人中，只有5%会改变他们的体力活动。体育运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，也会为NHS及其合作伙伴提供更多的东西。我们一直在学习更多关于体育锻炼和健康的知识。越来越明显的是，有多种方法可以利用体育活动的保护属性，因为这种行为有各种独立重要的方面。因此，我们并不都必须做同样的事情(一刀切并不适合所有人)。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”，以及对当前身体活动维度的个性化说明。反过来，这意味着我们可以推广(市场)各种个性化的体育活动选择(在现有个性化行为的背景下)，根据个人的需求和偏好定制选项。在这项研究中，我们希望了解用户(患者和医护人员)希望如何描述体力活动测量技术进步提供的信息(阶段1)。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。其目的是开发一个明确的体力活动分析工具和方法，我们可以在试验中使用。在这一发展阶段，我们将寻求外部建议(例如，全国社会营销中心)。在这项开发工作之后，在随后为期12个月的试验中，我们将检查在西南地区216名男性和女性中，个性化的身体活动概况的社交营销是否比标准护理更有效地增加身体活动和降低风险(第二阶段)。前提是，大多数患者不了解他们目前的身体活动行为和他们可以选择的方式；而身体活动行为的长期变化需要更大的赋权和自主参与(人们需要体验对他们的行为和选择的理解，以便他们能够对自己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入转化为被确定为高危个人的体力活动行为的有意义的改变。

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.