On-Demand Webinar

Personalising the NHS.uk and NHS App Experience

Part of the SAS Ask the Expert series.

Time: 1 hour | Cost: Complimentary

About the webinar:

NHS.uk aims to become the digital front-door to health and care services with the overriding aim to:

  • improve health and care outcomes
  • improve people’s experiences of health and care services
  • reduce pressure on frontline services
  • make health and care services more efficient

To support this aim, it is important to deliver a frictionless and relevant online experience for nhs.uk visitors to help them find the health information, advice and services relevant for their particular health care needs. It is necessary to understand their online health care interests and interactions in order to manage their engagement and journey effectively and provide an appropriate experience.

This webinar will look at a real-world journey on nhs.uk. It will showcase practical examples of how real-time data capture along with machine learning and real-time decisioning can be deployed to personalise the online health-care experience. The content will be distilled into the following 3 sections:

  1. Data -  showcase digital data collection and show how a rich digital data fabric from multiple sources is essential to gaining in-depth citizen insight.
  2. Analytics - Show how a variety of machine learning techniques can quickly glean insight from online behaviour to support personalisation of the nhs.uk visitor’s journey.
  3. Personalisation - Illustrate how the most effective models can be deployed into a real-time decisions to ensure nhs.uk content and services are tailored to meet the needs and interests of individual citizens.


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About the Experts

Jonathan Opperman

Jonathan Opperman 
Citizen Insight & Engagement - Customer Advisory, SAS

Jonathan has worked in the data and analytics technology industry for 30 years. For the last 15 years his predominant areas of interest and experience have been digital analytics, customer journey optimisation and real-time personalisation. He has worked in financial services and retail in the private sector and has recently joined the SAS UK NHS Team to harness this experience to lead initiatives in health care that support personalisation of the patient experience on nhs.uk, the NHS App and across treatment pathways to improve patient outcomes.