Web-based Interventions are the way forward in Public Health

Here at d2 we work hard to integrate technology into public sector projects. We also know this can be a challenge because of the time it takes to adopt innovative approaches.

During next week (18.10.10-24.10.10) the UK will ‘celebrate’ National Alcohol Awareness Week and d2 have been involved in a number of projects to help promote, and at the same time tackle, the issue of alcohol misuse. For my part I have completed a white paper about web-based interventions and their impact along with their potential to reduce alcohol misuse.

The most pleasant part of the research process was finding reassuring evidence about the effectiveness and the benefits that the integration of technology can bring to the health sector. In this blog I highlight just a few of my findings that highlight the role of digital technologies in the public sector.

We all know that the use of the Internet and mobile technology is increasing worldwide and according to E-Consultancy (2010) the UK has the most active online population in Europe. Also people are increasingly using the Internet to access health related information. Great! So why not utilise this opportunity and start to deliver effective health related interventions online?

To be honest, research around web-based interventions tackling various health and addiction issues is not new and academics, as well as practitioners, have done a great deal of empirical research. Despite the fact that there are still many inconsistencies and limitations in the evidence, the main benefits highlighted by the studies are unquestionable:

1. Increasing use of Internet and growing online population allow wider access to potential target groups that in other situations would not be reached for a number of reasons:
   • Limited access to care (geographical limitations, mobility issues, etc.)
   • Personal attitudes and willingness to stay anonymous
   • Distrust in treatment
   • Issues of fatigue and forgetfulness
2. Constant access 24/7 and regular data updates help users to engage with the service more easily. Also service providers can track and measure service access and usage patterns and form further interventions and strategies.
3. Technology use is more appealing to younger age groups that are known to be more at risk of alcohol misuse.
4. Technological ability to provide personalised feedback as well as integration of interactive tools and applications can encourage positive reinforcement and engage people at higher levels. Accordingly, this is proven to have a better impact on behaviour change!
5. And for the main benefit of health practitioners- utilisation of technology specifically web-based interventions have proven to be more cost effective than other forms of service delivery. This is crucial when limited funding must be considered.

Of course, delivery of web-based interventions requires a wide range of knowledge and skills. Specialist knowledge about behaviour change, technological expertise as well as familiarity with persuasion and communication theories is essential if you want your web-based interventions to deliver the best results!

Although there is a lot to take into account, it is essential if organisations who are working in the public sector are to embrace internet technology in order to overcome the major barriers towards ‘achieving effectiveness and delivering the value demanded by citizens.’ (McIvor, 2002)

                Read a full version of whitepaper here: ‘The role of digital technologies when designing web-based interventions as effective self-help platforms for people who drink at increasing and high risk levels.’