Service evaluation report: information service for parents (ISP)

Document type
Marshall, Chris
Department of Health
Date of publication
7 November 2013
Health Services, Families
Social welfare
Material type

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The Information Service for Parents (ISP), launched in May 2012, offers emails, texts, and videos for mums and dads who are expecting a baby or who have a baby up to 18 months old. The ISP is expanding its content to cover babies up to 30 months old by March 2014. The service aims to provide trustworthy advice and information on topics such as baby development, key health checks, and childcare.

This report contains the findings from a detailed evaluation of the ISP, carried out between January and March 2013. The evaluation found that ISP users are very satisfied with the service but that there is more work to do to extend its reach.

The evaluation is based around eight questions: How much is the ISP being used? Who is using the ISP? How have the different sources of information (email, video, text messages) appealed to users? Attitudes towards the ISP; The ISP and influencing behaviour; Why are some potential users NOT signing up to the ISP; Is the ISP a useful resource for the hard-to-reach; and Health professionals and the ISP – have health professionals engaged with the ISP?

This feedback received led to the following recommendations: Further engage health professionals to help promote the service; Increase awareness of the service among parents; Reconsider the text message element of the service; Consider the role of the ISP among hard-to-reach parents – particularly the digitally excluded; Ensure that a broader range of parents are featured in the ISP videos – particularly younger parents and those from less affluent backgrounds.