Identifying ‘unknown diabetics’ using geodemographics and social marketing

Abstract

This paper reports on a pilot study of the use of geodemographic segmentation and social marketing to identify people at risk of the disease Type II diabetes within a primary care trust (PCT). Geodemographic segmentation data for all GB households were overlaid with UK NHS hospital episode statistics (2001–2002) to predict population groups at risk of Type II diabetes. ‘At-risk’ populations were then profiled within Slough and a targeted social marketing campaign was instigated to encourage those likely to be at risk of the disease but unaware of their symptoms to be screened. The marketing campaign focused on the predominant community most at risk, those South Asians within the Slough, PCT. Health professional and government attempts to date have been largely reactive to managing population disease burden. Chronic disease management has tended to concentrate on case management of only the very sickest patients. The debate is now shifting to a proactive stance: on earlier ‘upstream’ interventions with at-risk populations (those who are not yet sick and those who are sick but receive no treatment) to reduce long-term disease complications and improve health. This pilot study showed geodemographic data can be successfully overlaid with routine NHS data to identify people at risk of Type II diabetes. Coupled with social marketing techniques, a cost-effective and successful screening programme for Type II diabetes is achievable. Referral rates increased critically among those in the early stages of the disease, understanding of the condition was raised within the community and links between the local Asian community and the PCT were strengthened. Such frontloading of NHS resources into targeted interventions has potentially far-reaching repercussions for improving the quality of life of diabetes sufferers. The model has considerable potential for replication among other communities and for different medical conditions.