Case Study: NHS advances cervical screening choice with Claremont

NHS supports 31,000 women in cervical screening trials with Claremont

Claremont worked with the UK's National Health Service (NHS), the Department of Health and Social Care (DHSC), and the University of Aberdeen to support the introduction of HPV self-sampling for cervical screening. The challenge was to develop effective communications and conduct behavioural research to understand the information needs of patients when choosing between self-sampling and traditional clinician-led screening.

The solution from Claremont involved multiple projects, including a deliberative workshop, focus groups, and interviews to identify key patient concerns. Based on their research, Claremont recommended communications that emphasised credibility, clarity, and choice, and also refreshed materials like an animated film and leaflet for an NHS London rollout. The initial trial Claremont supported, named YouScreen, was a huge success, finding that a national rollout of self-sampling could lead to more than one million additional screenings in three years.

NHS