Insight: Transforming public health through inclusive digital innovation

Digital transformation is emerging as one of the NHS’s most powerful and innovative tools for tackling health inequalities and securing the long‑term resilience of public services, says Nick Hughes, Divisional Director for our Reed Wellbeing division. But without ensuring inclusivity for all those seeking to use a service, digital transformation can instead widen inequalities, reduce access and diminish impact. Progress will only be achieved if digital inclusion sits at the centre of these innovations.

Evidence shows that services which are designed to be inclusive make a measurable difference. Government strategy confirms this: the DSIT digital inclusion framework highlights a clear link between access to digital tools and improved health outcomes, calling for targeted action to ensure everyone can benefit.

At Reed Wellbeing we are already putting this principle into practice through our delivery of the Healthier You NHS Diabetes Prevention Programme (NDPP). We have supported more than 40,000 people to reduce their risk of Type 2 diabetes through this service, enhancing their experience and improving outcomes through our commitment to investing in new and inclusive digital solutions. Our approach is to place digital inclusion as a key component of our service delivery rather than treating it as an added benefit.

Providing choice: A key part of this work is ensuring that participants have genuine choice. Reed Wellbeing offers both face‑to‑face and digital modes of support, enabling people to engage in ways that best fit their needs and lifestyles. Around 60% of our participants now choose digital alternatives, such as app‑based programmes and online video sessions – personal decisions that help remove practical barriers for many.

Increasing capacity: Our Contact Centre plays a central role in increasing capacity. Handling more than 300 GP referrals each day, the team uses Proactive AI Agent to automate early outreach via SMS and email. This has reduced waiting times and increased attendance, and staff say it has created capacity to focus on people with more complex or vulnerable needs. As a result, participants can now begin face‑to‑face sessions within just five days of referral, demonstrating the real‑world impact of inclusive digital design.

Removing barriers to access: Reed Wellbeing also adapts technology to work effectively on older devices, helping to remove affordability barriers. Further improvements in recent years have included introducing inclusive adaptations for people with hearing or visual impairments and cultural adaptations for Bangladeshi and Pakistani communities, ensuring support reaches everyone who needs it.

Continuous improvement: This work continues to evolve. Reed Wellbeing routinely assesses its services to test, refine and identify where new ideas can improve participant experience. Digital innovation is central to the NHS’s long‑term vision, and Reed Wellbeing’s approach is aligned with that direction, focused on prevention, community‑based care and reducing inequalities.

By embedding digital inclusion throughout our contact centre and programme design, Reed Wellbeing is ensuring that technology strengthens, not widens, health access.

Our approach demonstrates how inclusive digital innovation can improve outcomes, support vulnerable populations, and help the NHS deliver equitable care at scale.