End of Life Content Report November Produced By The NHS Choices Reporting Team

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1 End of Life Content Report November 2014 Produced By The NHS Choices Reporting Team

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3 End of Life Dashboard Page 1 Overall Choices Site Visits Tag cloud showing end of life related searches 50.0M 40.0M 30.0M 20.0M 10.0M M 42.2M End of Life Page Visits 140, , ,000 80,000 60,000 40,000 20,000 0 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Overall Site Visits 35.2M 32.9M 42.9M 39.1M 44.6M 42.5M 43.2M 41.2M 41.4M 40.6M 42.5M 46.6M 42.2M End of Life Page Visits % of NHS Choices Traffic made up by End of Life content 0.27% 0.25% 0.24% 0.24% 0.26% 0.27% 0.26% 0.25% 0.24% 0.25% 0.26% 0.25% 0.25% Between November 2013 to November 2014 there was a 14% increase in visits to end of life pages, although at their reporting period peak visits were 10% higher than those seen in November The percentage of NHS Choices traffic made up by end of life content in November 2014 was 0.25%, the high for the reporting period was seen in jointly in November 2013 and April 2014 when 0.27% was reached. On the whole visits to end of life pages have mainly followed the same pattern as overall NHS Choices visits, rising and fall ing when the overall site visits have, with monthly visits averaging out at just over 104,000 per month. The reporting period high was seen during October 2014 when visits reached 118,725. Page visits are fairly evenly split between three main content areas, treatments and conditions ( 38%) which mainly relates to pregnancy-loss content, planners (35%) which is where the end of life care guide is located, and care and support ( 24%). During November 2014 the most popular end of life-related search term was death, with a 41% share of search clicks, followed by palliative care and dying. Death and dying also ranked first and second in the list of search phrases not driving traffic to NHS Choices. If you look at the websites receiving search clicks from the search phrases death and dying, NHS Choices does not rank, unlike Facebook and Wiki pedia which were within the top six for both terms. This explains why NHS Choices only ranked fourth for websites receiving traf fic from end of life search terms. Encouragingly though, NHS Choices ranked third for the search phrase palliative care, with a 13% share. In comparison the National Council for Palliative Care (ncpc.org.uk) received 29% traffic from the term. Over the reporting period, there were 1.3 million visits to end of life related pages.

4 End of Life Dashboard Page 2 Breakdown of Visitor Traffic to End of Life Related Content Websites Receiving Traffic from End of Life Search Terms CHQ Livewell Planner Services Tools Treatments and Conditions Video Care and Support News and Others Campaign NHS England Change4Life Audio 24.3% 0.4% 1.9% 38.4% 35.0% Windows Live Mail Daily Mail BBC News Google docs YouTube NHS Choices Facebook Wikipedia 0% 5% 10% 15% 20% 25% % Of Traffic Breakdown of Visitor Traffic to End of Life Related Content by Month Top End of Life Search Terms 140K 120K 100K 80K 60K 40K 20K 0 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 CHQ Livewell Planner Services Tools Treatments and Conditions Video Care and Support News and Others Campaign NHS England Change4Life Audio national end of life care programme end of life care strategy end of life care plan terminal illness what happens when you die living will end of life care die hospice dying palliative care death 0% 10% 20% 30% 40% 50% % of Searches

5 End of Life Dashboard Page 3 Change in Popular Search Terms Within the End of Life Policy Area End of Life Search Terms Not Driving Traffic to NHS Choices living will end of life care pathway terminal illness end of life care national end of life care programme end of life care strategy liverpool end of life care pathway end of life care nhs end-of-life care end of life care plan terminal illness national end of life care programme end of life care strategy what happens when you die die living will hospice die dying hospice dying death palliative care -3.0% -2.0% -1.0% 1.0% 2.0% 3.0% % Change 4.0% 5.0% 6.0% 7.0% 8.0% % Of Searches The above chart shows the search terms within the portfolio with the highest % change of search term clicks (against the total search term clicks in the portfolio) between the two 4 week reporting periods. The above chart shows the top search terms (within the portfolio) that NHS Choices received no search term clicks from (all the traffic went elsewhere), the terms are ranked by the clicks for that particular term as a % of the total search term clicks in the portfolio. It can be used as an indication of potential traffic that could have been generated.

6 End of Life Dashboard Page 4 Social Media Force Socail Media Posts The above chart shows the number of social media postings per day mentioning end of life search terms (based on the terms in portfolio) and helps to illustrate the 'force' of the 'conversation', showing the times where the topic was provoking the mos t posts. The above image shows some of the social media posts on the 19th November 2014 which related to end of life topics (based on the search terms in the portfolio). The posts show how palliative care was a popular topic of 'conversation', contributing to the spike in social media postings shown on the social media force graph left.