The Government needs to improve its public health programmes in order to tackle the growing problems of obesity, smoking and alcohol-related illnesses, a think tank has urged.
Efforts by the NHS to encourage people to lead healthier lives would be boosted by more sophisticated, targeted marketing techniques using modern technology along with research into what works, a study by The King's Fund suggested.
The report found that smoking, alcohol abuse, poor diet and lack of exercise were deep-rooted social habits not easily changed by one-off measures.
According to the study, many NHS staff also lack the necessary skills and incentives to successfully help people choose and maintain healthier lifestyles.
The report marks the end of a year-long investigation into the effectiveness of public health campaigns.
Currently, the Department of Health in England invests heavily in information-based programmes to promote healthy lifestyles and behaviours, spending more than £50 million on publicity and advertising in 2007-08, according to the report.
The report states: "The NHS needs to invest in interventions and programmes that provide effective support to help people change their behaviour, in the short term and the longer term. The case for change is clear. Not only are there personal costs in terms of ill health but significant and rising costs to the NHS and to society as a whole."
The Commissioning and Behaviour Change: Kicking Bad Habits final report recommends that the NHS makes better use of commercial social marketing techniques and data analysis tools like geodemographics (based on where people live) to identify, target and effectively communicate messages.
It also calls for public health programmes that do not rely on just one approach, evaluation of the short and long-term changes in behaviour and health, proactive promotion of messages by frontline staff, and co-ordinated efforts by Government departments and local agencies.
Dawn Primarolo, Minister for Public Health, said: "Our public health campaigns are fully researched, innovative and deliver real results. They are built to last and made to inspire change. NHS staff play a pivotal role in our campaigns helping to reinforce key messages and encouraging people to change their lives for the better."
