PHIT Report (August 2015): Bolton Integrated Wellness Service - Customers (Insights from Acorn data) | Boltons Health Matters
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PHIT Report (August 2015): Bolton Integrated Wellness Service - Customers (Insights from Acorn data)


In depth analytical topic report from the Public Health Intelligence Team examining the potential customer-base of the proposed wellness software using ACORN software. You can read part 1 of this report (Bolton Integrated Wellness Service – Customers) by clicking here:


  • The Bolton Integrated Wellness Service will combine existing separate services aimed at helping adults live a healthier lifestyle into one joined up offer. A previous paper described developing 3 groups of potential clients.
  • ‘Unhealthy adversity’ is a combination of low wellbeing, smoking, and less healthy food habits. These people tend to be younger and more deprived; they may live in environments that make it more challenging for them to make healthy choices, and advice and support needs to be tailored accordingly. Many report poor health, with a minority experiencing very poor health - these people may need support to adapt the general healthy living advice to make changes while managing their other health issues.
  • ‘Inactive overweight’ is a combination of low levels of physical activity and a BMI over healthy weight. These people tend to be middle aged and older, living across affluent and deprived neighbourhoods. Services and support offered to this group need to be relevant to people across a diverse range of backgrounds. These people are starting to experience ill-health which may have a lifestyle component; this could be a successful lever to encourage them to make behaviour changes.
  • ‘Imbibers’ are those who drink alcohol at increasing risk levels. They are likely to be in middle age, living in affluent parts of Bolton. Communications should be careful not to seem patronising towards these people who are often highly educated and working in roles with high status and/ or levels of responsibility. Since these people are in generally good health they may not be likely to actively seek out opportunities to make behaviour changes; awareness raising where they are already likely to be could be a first step in encouraging behaviour change.
  • All groups will contain a large majority who use the internet daily but also a substantial minority who had never used the internet. Mobile internet is frequently used, so all websites should be mobile friendly.
  • Non internet users tend to be older and less likely to work in managerial or professional jobs. Younger non internet users may be on an especially low income. Non-internet users prefer to be first contacted by phone, text message or post. Acorn type ‘5.Q.58 Singles and young families, some receiving benefits’, likely to be part of ‘Unhealthy adversity’ are much more likely than average to want to be first approached by home visit.
  • Nearly half of all groups use social media. ‘Unhealthy adversity’ are most likely to do so, and to be more active users. Maintaining a Wellness service social media presence is recommended.
  • Medical, health or fitness apps (particularly paid products) are less popular among the behaviour groups, and likely to be downloaded by a small minority only. Mobile friendly websites and signposting to existing apps are likely to be most appropriate.
  • the numbers of people exhibiting less healthy behaviours is large, but we do not know how many of these people want to make a behaviour change, whether they are already trying to, and if so what services or products they are using to help with this. Data indicating the market share achieved by the Wellness service and how it compares to and is differentiated from alternative services and products should be collected as part of its monitoring data.

Information Type


Geographical Level


Population Level



Public Health Intelligence Team, Bolton Council


ACORN, Wellness Service, Wellness, Commissioning, Demographics

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