Department of Health and Social Care and Paragon DCX - Healthy Choices

The Apteco solution

Apteco’s advanced logic determined the hierarchy of health topics for each user, using their answers, results, and the behaviour changes most likely to make a meaningful impact. This hierarchy powered a personalised four-week journey, delivering tailored advice across the one to three priority areas identified for each individual. Every user received an overall score and a red/amber/green rating, combined with their specific quiz responses to generate a detailed results page outlining key areas for improvement. From there, users could opt into the full programme to receive a more comprehensive, personalised plan. A post-programme survey then captured feedback and measured impact, with results visualised through dashboards in Apteco Orbit.

Apteco FastStats

Apteco Orbit

Apteco PeopleStage

All quiz responses were fed into FastStats as question/answer pairs, allowing a hierarchy to be applied to each user’s results. This hierarchy determined their priority topics, which in turn dictated both the content they received and the order in which it was delivered. The email volume varied by user: someone needing guidance in only one area received just that content, while those with multiple needs were sent tailored advice starting with the topics offering the greatest potential benefit. Users who opted out mid-journey had to be removed from the programme immediately. This was handled by routing each subsequent audience either to the final feedback email or directly into the end pool.

For edge cases where users attempted to register multiple times during the campaign window, DHSC chose to preserve the integrity of the original journey rather than restart it. Building this logic in Apteco proved far more efficient than coding it directly - an estimated three to four times faster - and significantly easier to QA. When late changes were made to the quiz logic, this flexibility meant updates could be implemented and tested quickly without jeopardising the launch timeline. Orbit dashboards were set up to monitor the key metrics across the registration and campaign process to provide a holistic view of the quiz result data - which included anonymous data, insights into registration data, campaign performance and questionnaire responses.