Policies and campaigns

Artificial intelligence (AI) has transformed the health information landscape – from the way people search to how information is researched and produced. PIF, working with our AI working group and a coalition of information providers, is campaigning to ensure AI is used responsibly and the quality of AI health information is improved. Recent publications include: 

• A framework for balancing the risks and benefits of AI in the production of health information.
• A guide to optimising your website for AI search.
• A report raising concerns about the accuracy of AI overviews.

We have also produced public-facing guides on using AI for health searches on the PIF TICK site.

Knowledge is Power, a report by PIF and Ipsos, revealed the demand for the NHS to signpost trusted information and wide support for the verification of health information. It found only 1 in 10 adults with long term conditions in the UK are signposted to patient organisations, yet these are highly trusted by their users. The report makes 5 recommendations:

1. A right to health information – Health information is provided as a core part of patient care.
2. Tackle misinformation – Through robust content standards and effective signposting of credible health information via health professionals and the NHS Apps.
3. Tackle inequality – Health information must be accessible and appropriate for all.
4. Lived experience as a metric – Embedding patient experience as a measure of NHS performance using the NHS Apps and single patient record.
5. Dedicated leadership – A mandate for the effective delivery of health information with a named lead in all NHS organisations.

Since the publication of the report, we have worked closely with NHS England on improvements to the PIF TICK site. This has included the launch of NHS-England endorsed collections of resources aligned to the Core20PLUS5 focus areas.

PIF’s Perfect Patient Information Journey (PPIJ) is a validated process for co-production. It ensures information is provided as an integrated part of patient care. Three major reports have been published on the PPIJ. The final report demonstrated the positive impact of integrating quality health information on care pathways. We have since used the PPIJ process to co-produce improvements in health information for a range of NHS services and national charities.

The Health Information Matters poster series is free for anyone to access and use. Launched in response to member demand, the one-page posters summarise key data and tips on topics including health literacy, inclusive language, translation and accessibility. 

More detailed guidance is also available for members via our Resource Hub.