When you’re ill or injured, how do you find the NHS service that’s right for you?

Over almost eight decades, our health service has grown and evolved to support a constantly changing population. This has given us an incredible range of services, from GP surgeries and 111, to walk-in centres and A&E.

Millions of people use the system each year, often needing help fast. But with so many options, it can be confusing to navigate.

The NHS asked us to explore how communications could make things easier.

There’s a lot of academic research on this, and ensuring equal access was a big concern. We worked through the literature to understand how people navigate complex systems in times of stress – and what shapes their choices.

Our solution was simple: lighten the mental load to make decision-making less stressful.

Because each NHS service has evolved separately, they often have complex and competing messaging. So, we recommended a total rethink, rebuilding the comms strategy around patients’ needs, instead of specific services.

This approach is now being explored with NHS users, to make sure it works in practice.

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