nhs direct multi-channel service dr shirley large and kate arnold
Post on 20-Dec-2015
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NHS DIRECT MULTI-CHANNEL SERVICE
Dr Shirley Large and Kate Arnold
NHS DIRECT MULTICHANNEL SERVICE
• Telephone service – over 650,000 calls per month
• NHS Direct Online – 1 million visits per month
• Self-help guide in Thomson Local directory – 18 million homes
• NHS Direct Interactive – 5% of digital satellite viewers
Web log analysis: how users interact with NHS Direct
Online
Objectives• Develop an approach to web log analysis to enable
the NHS Direct New Media web logs to be analysed in a meaningful and informative way
• Establish an approach to extracting, truncating and analysing the data from NHS Direct New Media web logs
• Develop an awareness of the navigation and health information seeking behaviour of users accessing MRSA information web pages on the NHS Direct New Media website.
Death certificates showing resistant and
non-resistant MRSA 1993-2003
1 Day’s server activity
Even exploring just one day’s activity from three servers for the website the size of each server comprised large datasets as outlined below:
Server 1 = 40.2 MB Server 2 = 41.0 MB Server 3 = 40.3 MB
Global Metrics
32,728 visits to the website on 4th October 2004
MRSA was the 15th most commonly viewed topic on 4th October 2004.
242 visits to the MRSA topic
MRSA Introductory Page
MRSA treatm
ent
MRSA sym
ptoms
Prevention of MRSA
Causes of MRSA
External link to information
PDF or print
0
50
100
150
200
250
300C
ou
nt
26046.68%
111.97%
6211.13%
407.18%
7313.11%
549.69%
5710.23%
0<
1
1<
2
2<
3
3<
4
4<
5
5<
6
6<
7
7<
8
8<
9
9<
10
10<
11
11<
12
12<
13
13<
14
14<
15
15<
16
16<
17
17<
18
18<
19
19<
20
20<
21
21<
22
22<
23
23-2
4
Hour
0
5
10
15
20
25C
ou
nt
72.89%
41.65%
72.89%
41.65%
20.83%
10.41%
10.41%
62.48%
83.31%
114.55%
83.31%
156.2%
145.79%
156.2%
166.61%
114.55%
135.37%
187.44%
93.72%
239.5%
218.68%
208.26%
52.07%
31.24%
1 2 3 4 5 6 7 8 9 10 11 12 13 18
Number of pages visited
0
20
40
60
80
100
120
140
Co
un
t
13756.61%
4217.36%
166.61% 13
5.37% 114.55%
135.37%
31.24% 1
0.41%10.41%
10.41%
10.41%
10.41%
10.41%
10.41%
5 page pathways Visitors
Introduction → Causes → Treatment → Prevention → Symptoms 2
Introduction → Causes → Treatment → Symptoms → External link 1
Introduction → Causes → Symptoms → Treatment → External link 1
Introduction → Causes → Introduction → Prevention → Introduction 1
Introduction → Symptoms → Introduction → Treatment → Treatment 1
Introduction → Prevention → Causes → Symptoms → Treatment 1
Introduction → Treatment → Prevention → Symptoms → External link 1
Introduction → Treatment → Symptoms → Causes → Introduction 1
Symptoms → Treatment → Treatment → Treatment → Treatment 1
Symptoms → External link → Introduction → Prevention → Treatment 1
Total 11
6 page pathways Visitors
Introduction → Cause → Treatment → Prevention → Symptoms →External link
3
Introduction → Introduction → Causes → Treatment ? Symptoms → External link
1
Introduction → Cause → Treatment → Symptoms → Prevention →External link
1
Introduction → Treatment → Prevention → Cause → Symptoms →External link
1
Introduction → Causes → Introduction → Introduction → Causes → Causes 1
Introduction → Causes → Symptoms → Treatment → External link → Prevention
1
Introduction → Prevention → Causes → Symptoms → Treatment →External link
1
Symptoms → Treatment → Introduction → Cause → External link →External link
1
Symptoms → Treatment → Treatment → Symptoms → Symptoms → Treatment
1
External link → Introduction → Prevention → Causes → Symptoms → Treatment
1
External link → Symptoms → Prevention → Treatment → Causes → Introduction
1
Total 13
0
50
100
150
200
250
300
Me
an
225
156
95
82
47 43
75
4940
71
15 16
57
80
278
21 20
The main findings of this study show that MRSA was the 15th most viewed
health topic on 4th October 2004, which reflects the public and health care
concern.
The navigational path through the sections of the MRSA topic did not mimic
the classic textbook presentation; introduction, causes, symptoms, treatment and
prevention. Although in a few instances there appeared to be good coverage of
the topic, page views did not follow any discernibly logical pattern. More
research is required to understand; if the same for different topics, if the way
information is viewed is a phenomenon of Internet health information searching
or if reveals a problem with layout and navigational links on the webpage.
The PDF or print page was viewed nine times during the day, which indicates
that all the topic information was accessed, possibly to be viewed at the visitors
leisure or with friends/family/colleagues when offline.
Findings
Understanding the interest in and the navigational pathways through the health
topics on the website has implications for both the system design and the
information architecture of the website and consequently may improve the
efficiency and effectiveness of the website.
Analysing and exploring the patterns in the visitor’s behaviour when searching
for health information on the website will contribute of the understanding of the
quality and delivery of information services.
Web log analysis as just one component of a larger assessment of the activity
for evaluating NHS Direct New Media services. Other complimentary forms of user
analysis should be considered for evaluating the use of the Internet health
information such as an online questionnaire, face-to-face interviews, direct
observation of health information seeking behaviour or focus groups. These
methods will allow further exploration of some of the questions highlighted in this
study.
Conclusions