Implementing Behavioural Science Nudge Techniques

Tender description

Implementing Behavioural Science Nudge Techniques to address inequalities and Improve Cervical Screening Uptake. The project is to support Primary Care Networks in identifying specific patient cohorts who choose not to respond to invitations to take up cervical screening when invited, the reasoning behind the reluctance and implement interventions to improve the uptake. The work initially would be with a smaller number of practices identified as having the lowest uptake across the footprint whilst also providing a suite of resources for any other practice or PCN within the Derbyshire footprint to access and utilise on identifying their population needs. Initial work will be done by the external provider to identify where opportunities lie within low uptake cohorts to increase uptake e.g. areas of deprivation, diverse ethnicity, sexuality etc. enabling creation of specific KPIs as per the needs of the local population. Joined Up Care Derbyshire would like to utilise behavioural science techniques to encourage uptake and specifically target populations of inequality. Within the delivery of the project support would be offered to GP practices to identify patient cohorts of low uptake and provide practice staff with training on how to deliver specific wording within their 2nd reminder letters, and SMS messages if offered, based on proven Behavioural Science approaches such as those known as 'nudges'. Staff will also learn how to incorporate this into opportunistic conversation and telephone conversations with patients. There will be no changes whatsoever to the service provided to patients or the Cervical Screening Programme process, this project is aimed at increasing the uptake of screening in eligible patients within specific targeted patient cohorts to reduce inequalities in the community and increase early diagnosis of cervical cancer. Our aim with this project is to consistently achieve over the national target of 80% uptake of the Cervical Screening