Salford City Council tackle health inequalities

Overview: Salford City Council focus on tackling health inequalities

Salford City Council use segmentation data to focus on tackling health inequalities

The Salford City Council’s Public Health Intelligence team have a particular focus on tackling health inequalities. Alongside seven other priorities that make up the “Great Eight” for the City Council as a whole, understanding the needs of the population’s health and wellbeing was key to informing the strategy of the overall Locality Plan.

Salford City Council

Challenge overview

The aim of the JSSNA (Joint Strategic Strengths and Needs Assessment) programme is to help Salford City Council and its partners understand their population and to promote thinking about the differences and similarities between the communities living within the city. This encourages the conversation around population diversity and the inequalities which may arise as a result, both of which are essential when designing services to ensure fair and equal accessibility for all communities.

Another objective of the JSSNA is to promote the value of engaging with Salford’s Public Health team to collectively meet partnership aims. Through engaging with Experian and using Mosaic as a tool for profiling areas, Salford are championing evidence-based decision making during the development and delivery of public health services at a local level, with the aim of reducing inequalities.

Challenges
  • Not supporting the local strategy
  • Unable to promote health and wellbeing initiatives
  • Not championing data driven decision making
View Salford City Council Profile
Company Bio:

The city of Salford covers 37 square miles and is made up of eight neighbourhoods and 20 wards. Some 269,000 people living in 126,000 homes are proud to call Salford their home.

The city is predominantly a mixture of young, single people in their 20s and 30s who rent their homes; families with school children living on limited budgets in low-cost homes and younger household homeowners.

Almost half of households in Salford have residents whose social circumstances suggest that they may need high levels of support to help them manage their health and finances.

Industry: Public sector
Mosaic delivers what we need it to. It helps us meet the twin aims of better understanding our population and how best to reach those we need to. The most value is gained from the huge number of measures available and then being able to map that data down to the most granular household level.
Gordon Adams, Strategic Intelligence Manager at Salford City Council

Solution overview

Salford’s Public Health Intelligence team required a common currency across partner organisations within the city. By choosing Experian’s Mosaic segmentation, Salford were able to apply a consistent principle of geodemography across all their households. This provided an easy-to-understand framework which now serves as a foundation to make informed decisions on where and how to address public health issues. The framework was applied to Salford households to create the Mosaic Profile for Salford, a report which contributes significantly to our understanding of the local population in Salford and forms part of the JSSNA.

Experian's Mosaic allowed Salford City Council to segment their audience, creating a framework for better understanding of how and where to address various public health issues
Learn more about how Mosaic can help your business
Results
  • Understanding of local and regional population differences
  • Better decision making based on data
  • Reporting framework to inform the JSSNA strategy
Solutions
Salford City Council focus on tackling health inequalities

Learn how Experian's Mosaic allowed Salford to better understand local's needs

Download full case study

We have solutions we can tailor for your business needs

Speak to an expert
Case Study
Utilising ConsumerView and Mosaic datasets to develop actionable insights

When developing the ‘Impact Community Carbon Calculator’, The Centre for Sustainable Energy (CSE), in collaboration with the University of Exeter’s Centre for Energy and the Environment, utilised Experian’s ConsumerView and Mosaic datasets.

Designed for use by parishes, wards, district councils and unitary authorities, the tool needed to consider the myriad of household compositions, consumption patterns, and lifestyles present in different areas when calculating the community’s carbon footprint.

See full story >
Case Study
Fighting fraud with data analytics

Financial fraud is a multi-million-pound industry. In 2022, losses exceeded £1 billion in the UK alone.

Through our CrossCore machine learning platform, we helped leading UK credit provider, NewDay to fight fraud together. 

See full story >
Case Study
Using data and insights to inform ScS store location strategy and strengthen customer relationships

The ScS growth plan focusses on widening their target market, forging stronger relationships with customers and investment into existing and new showrooms to improve customer experience. To do this effectively, they needed to understand diverse demographics, and how their audience behaviours had shifted pre- and post-pandemic to shape their marketing and location strategy.

See full story >
Case Study
The adoption of Experian Mosaic guides IKEA Australia’s business, marketing and location strategy

IKEA, a global leader in home furnishings, has evolved from its humble beginnings as a Swedish mail-order company. Today, it reaches millions of homes worldwide with its renowned flat-pack furniture and distinctive market presence.

Their commitment to innovation and technology has been a driving force behind their remarkable journey of growth and success. However, prior to 2018 IKEA Australia had no formal consumer segmentation platform in place. Something they identified as a gap and challenge to future growth.

See full story >
Case Study
Address Validation helps Charles Tyrwhitt improve conversion & reduce failed deliveries

Charles Tyrwhitt, the well-known menswear retailer, is a business focused on delivering high quality menswear that offers great value for money, exemplary customer service, and commitment to operating responsibility.

Learn how Experian’s Address Validation solution help Charles Tyrwhitt maximise delivery success, improve online conversion, and deliver a seamless user experience.

See full story >