Increasing the use of preventative health services to promote healthy eating, physical activity and weight management: the acceptability and potential effectiveness of a proactive telemarketing approach

Luke Wolfenden,John Wiggers,Christophe Lecathelinais,Christine Paul,Karen Gillham,Megan Freund,Paula Wye

doi:10.1186/1471-2458-12-953

Abstract

BackgroundTelephone based interventions are effective in promoting health behaviours. The use of telephone based support services to promote healthy eating, activity or weight loss, however, are currently under-utilised. The aim of this study was to assess the acceptability and potential effectiveness of a telemarketing approach in increasing community use of proactive services to encourage healthy eating, physical activity and weight loss.MethodsThe study employed a cross sectional design. Eligible consenting participants completed a 15 minute telephone survey conducted by trained telephone interviewers using computer assisted telephone interviewing technology.ResultsOverall, 87% of participants considered it acceptable for a health service to contact people by telephone to offer assistance to help them lose weight, eat healthily or be more physically active. Among participants with inadequate fruit and vegetable intake, physical activity or who were overweight, 64%, 54% and 61% respectively reported that they would use one or more of the proactive support services offered. Females and those from non -English speaking households who did not eat sufficient serves were significantly more likely to report that they would use support services.ConclusionsThe findings suggest that proactive telemarketing of health services to facilitate healthy eating, physical activity or weight loss is considered highly acceptable and may be effective in encouraging service use by more than half of all adults with these behavioural risks.

Highlights

Telephone based interventions are effective in promoting health behaviours
The findings of the study suggest that proactive telemarketing of health services to facilitate healthy eating, physical activity or weight loss is considered highly acceptable and may be effective in encouraging service use by more than half of all adults with these behavioural risks
Participants indicated that they would be willing to receive between 6 and 15 intervention support contacts from services over a 6 month period, a surprisingly intensive intervention dose. Such findings indicate that telemarketing of preventative health services may represent an effective strategy in providing evidence based support to adults to reduce their health risks, and has the potential to make an important contribution to reducing the public health burden of chronic disease

Summary

Introduction

The use of telephone based support services to promote healthy eating, activity or weight loss, are currently under-utilised. Insufficient physical activity, and excessive weight gain are among the primary risk factors of premature morbidity or mortality due to chronic disease [1,2] While such chronic disease risks are common [3,4,5], research suggests that there is a strong desire in the community to lead healthier lifestyles. Systematic reviews have found that intensive behavioural counselling delivered via primary care settings, telephone based support and tailored print materials can improve diet and physical activity and facilitate weight loss [13,14,15,16,17]. Reviews of such interventions have identified the existence of efficacious initiatives [18,19,20,21,22]

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Discussion

Conclusion