The NHS App, launched in December 2018, provides digital access to a wide range of NHS health and care services for its users. Despite reaching the initial target of 75% of the adult population in England being registered to use the NHS App by March 2024, usage had begun to drop following the pandemic.

To inform the next stages of NHS marketing planning, we spoke to users and non-users, including those who were previously unaware of the app. Our overall aim was to understand the barriers and motivators to people using the app, and to explore how the existing campaign creative was resonating with these audiences.

Users reflected on their experiences and assumptions to date and those who were less familiar with the app registered and trialled it as part of the research. We found that barriers covered a lack of awareness of the functions of the app which impacted specific use cases for some, a lack of need to use for others, and issues over confidence in and usability of the app, highlighting clear and specific roles for marketing.

Our insight also showed which elements of the current campaign were helping achieve these aims and opportunities for development.