Case Studies

The London Digital Mental Wellbeing Service (LDMW)


One million Londoners experience mental ill health each year. Out of those, 75 per cent with low level symptoms do not receive any form of treatment. Many of these people, without timely help, will go on to develop a more serious issue.

The London Digital Mental Wellbeing Service (LDMW) aims to reach this group of people to help them understand their needs and access services that can provide support. The service has three parts: 

  1. Use state-of-the-art digital hyper targeting to identify people online who are discussing their mental health issues or symptoms, or using searching for information. These acquisition techniques are backed by behavioural science and bring them to our online space
  2. The user can then choose what they would like help with, or opt into a custom-built clinical engine that identifies their needs using established diagnostic tools. If a physical or urgent need manifests, they are directed to the appropriate help.
  3. Once their needs are determined, they are taken to a disposition page, which has a list of appropriate, tested, safe interventions that can help them. These include apps, online programmes for mindfulness and CBT (Cognitive Behavioural Therapy), social prescribing and referrals to local services such as IAPT (Improving Access to Psychological Therapies) or a GP appointment.

Throughout the user journey, we are capturing key data to assess the service against KPIs and expected outcomes, and to feed into the diagnostic tool (which will in turn improve the tool’s effectiveness).

Our NEL Healthcare Consulting team was commissioned to provide a full programme management function for the LDMW service, including PMO, budget management, procurement and contracting, operational modelling, stakeholder management and advice to the delivery lead. Over time, we have become embedded within the core programme team, instrumental in ensuring successful delivery.


Our programme team to date has undertaken ethnographic discovery work, scoped methodologies for achieving the stated aims from this insight, created a viable agile programme of work and identified, procured and contracted with high quality digital agencies. Alpha and beta service versions have been developed, with full user testing.

Our role has been to support, facilitate and act as a driver and catalyst for the programme, ensuring that deadlines are met and the products are of suitable quality. We have developed appropriate policies to support the programme (clinical governance, information governance, online safety), as well as drafting other support documentation. Finally, we have successfully managed all stakeholders, including PHE, the Healthy London Partnership, the London Mayor’s office, the Office of London CCGs and London Councils.


Work undertaken to explore the ROI of the programme suggests direct and indirect cost savings in excess of £85 million. After the live launch of the service, we will be able to substitute real data for the notional data used to validate this estimate. Feedback on the programme has been universally positive from stakeholders.

(The service is currently in the beta testing phase, with a soft launch to a live version shortly, so outcome data is currently unavailable.)

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