NHS plots ‘sizeable’ care.data push

NHS plots 'sizeable' care.data pushNHS England is planning to launch what it calls “a sizeable programme of activity” to properly explain the benefits of the care.data programme, after conceding that its previous attempt at a consumer campaign had failed.
Last week, the organisation delayed the launch of the scheme for six months following widespread criticism over its door-drop campaign; the creative for which was branded “crap” by many in the DM industry.
Even Information Commissioner Cristopher Graham has waded into the row, claiming he had recommended that every UK consumer should receive a personalised letter, rather than an unaddressed leaflet.
At a health committee meeting convened yesterday, NHS England national director for patients and information Tim Kelsey admitted that the organisation had not got its message across, adding: “We’re still not satisfying people that [their data] won’t be sold on to another party.”
Kelsey claimed NHS England will be “launching a sizeable programme of activity” to assure patients that strict and legal safeguards are in place, that data will not be used for “any other purpose than those that benefit the health system”, as well as how patients can opt-out of providing their data.
“As far as NHS England is concerned, we’re taking it seriously,” he added, “this is not a PR exercise or a stunt. It’s about the future of the health service.”
When quizzed by the committee over what would happen to the project if 90% of patients decided to opt out, Kelsey said: “That would not be a good position for us to be in.”

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