Using the web to seek out answers to health questions for you or your family is now common place. Many people will first consult a website about their health concerns before going to see a doctor. The popularity of health websites it is just down to the rise of social media. In 2007 the publication of what was then ground-breaking research from Northumbria University, made a big impact on the future development of health websites in the UK and in Europe.
The research team based at Northumbria’s Psychology department, and led by Professor Pam Briggs, applied its knowledge from an earlier research project about consumer trust in e-commerce websites to explore trust in health websites. At the time the received wisdom in the health industry was that patients would trust health material only if it came from ‘reputable’ sources such as drug companies, physicians or government.
Northumbria’s research findings were the first to turn this on its head and show that in fact trust in a health websites was much more aligned with the amount of content from contributors who shared similar experiences to the individual: people were more inclined to trust health information if it was accompanied with the views and experiences of like-minded others, rather than just being information from professional sources.
The research showed that from the patient’s perspective only organisations deemed ‘impartial’ could generate trust, so advice from drug companies would be regarded with scepticism even it was subject to strict legal control. The research was pioneering at the time and was soon picked up by the pharmaceutical industries, charities and the NHS, who revised their website and patient support materials accordingly.
The research team continues to provide advice and to work with a wide range of different organisations in the public, private and third sector on how best to create engaging on-line health content. They are working with the Oxford-based health charity, DIPex, which provides patient experience websites, developing a new framework for patient engagement and a new set of web-design guidelines around peer-to-peer healthcare.
Case studies
- Data mining technique developed at Northumbria helps call centre improve efficiency
- Record-keeping strategies for the digital age
- Northumbria University researchers help people with Parkinson’s to walk
- Making it work: involving older people in their own care
- Conserving modern art
- Northumbria researchers help large corporates improve their products
- Digitising the construction industry
- Virtual city provides an interactive platform for architects, planners, heritage and the arts
- Institutional capacity building for cultural built heritage in south east Europe
- Innovation method creates commercial value for business
- 20th Century Design from Shipley to New York
- Creating immersive audio-visual experiences
- KTP improves efficiency and reduces waste at iNPIPE Products
- Books and pop music: challenging conventions that define high and low culture
- Before Depression - a literary perspective on mental health
- Re-assessing own language use in English language teaching
- Improving survival and wellbeing in times of disaster
- Social justice for migrant workers
- Understanding the Scottish Diaspora
- Critical thinking in the digital era
- Northumbria University researcher inspires physics students
- Northumbria researchers advise government on breakfast clubs
- Paving the way for peer-to-peer health advice
- Brief chat with GP helps heavy drinkers cut down
- North East maintains its ‘voice’ in Central Government
- Reducing homelessness among young adults
- Athletes benefit from the therapeutic qualities of cherry juice
- Recognising the needs and interests of women and children in disasters
- Student Law Office Benefits Students and the Community
- Bringing 18th century literature to a modern audience
- Northumbria researchers help tool manufacturer cut costs and increase product lifetime
- Supporting the Solar Energy Market
- Northumbria researchers help give Gibraltar its first official address register
- A warm welcome for female comic book fans
- A KTP with North Tyneside Council transforms sheltered housing
More events
Upcoming events
Broken Bonds: New Perspectives on Marital Breakdown
The Great Hall
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Supporting Survivors of Sexual Violence and Abuse Conference 2026
CCE1 - City Campus East 1
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