Scottish Health Initiative Missing Target Audience

The BBC are reporting that a £10 million health initiative launched by the Scottish Government is missing more than 60% of it’s target audience.

The “Living it Up” initiative, described as a “online self-management hub” aimed at those aged over 50s.

It was expected that the scheme would attract over 55,000 users in Scotland but has fallen significantly short of it’s target reaching only just over 15,000, costing £690 per patient.

Despite the system being criticised for missing out on such targets, NHS 24 said that the health care system was working, with the site having over 50,000 hits per month.

“Meet Needs”

The system was introduced in order to try and combine all health care needs and information for patients on numerous technology platforms.

The site aims to be: "useful for those with long-term health conditions, care-givers and anyone who wants to improve their health, wellbeing and quality of life" utilising "digital tools within health and care service pathways".

The project, which has cost over £10 million has admitted that there has been some issues when starting up. A statement said: "Recruitment has been challenging against the initial profile established at the outset of the programme.

"During the first two years of the programme, there were two cycles - the innovation cycle and the operational cycle. It has been accepted that innovating new products and services while scaling up at the same time is complex.

"Recruitment is picking up significant momentum now that the operational phase has been reached, with a 55% growth over the previous six months."

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