A new partnership across Birmingham and Solihull and the Black Country ICB cluster has secured funding to develop an innovative, digital obesity care programme designed to improve access to treatment, reduce health inequalities and support thousands of residents to achieve better health outcomes.
The three-year BRIDGE programme (Connecting Birmingham, Solihull and the Black Country Through Digital Innovation to Reduce Inequalities in Obesity Care and Widen Access) will bring together NHS organisations, academic partners, community groups and digital health services to create a more joined up and accessible approach to obesity care.
Led by Birmingham and Solihull and Black Country Integrated Care Boards (ICBs), the programme will support people who currently face barriers to accessing obesity services, including young adults and teenagers, people living with serious mental illness, and individuals who need to lose weight before undergoing orthopaedic surgery.
Across Birmingham, Solihull and the Black Country, there are more than 2.6 million people, with around one in three adults and more than one in four children living with obesity. Many residents face significant challenges accessing support because of complex referral pathways, long waiting times, language barriers, stigma and digital exclusion.
The BRIDGE programme will introduce a new digital front door that allows people to self-refer, be identified through existing healthcare records, or be referred by healthcare professionals. Using clinically approved pathways, patients will be offered personalised support and, where appropriate, referred directly into suitable services without the need for multiple appointments or repeated assessments. This approach supports the government’s Ten-Year Plan for the NHS by helping shift care from analogue to digital systems, strengthening community-based care, and focusing on prevention as well as treatment.
Dr Jonathan Hazlehurst, Consultant Endocrinologist, University Hospital Birmingham and Honorary Senior Research Fellow at University of Birmingham, said: "Obesity is one of the most significant public health challenges facing our communities, yet too many people are unable to access the support they need.
“Through BRIDGE, we are creating a more equitable, patient-centred system that makes it easier for people to access high-quality care while reducing pressure on frontline NHS services. This programme gives us an opportunity to design services around the needs of our population and ensure support reaches those who have traditionally faced barriers.
“Patients should not come forward or approach their GP practice about this program at this stage as the program includes a gradual phased roll-out"
Amanda Risino, Chief Executive Officer, Health Innovation West Midlands, said: “The Obesity Pathway Innovation Programme represents an important step forward in delivering more proactive, personalised and accessible obesity care.
This investment will accelerate the shift towards prevention, early intervention and more integrated care - helping people access the right support, at the right time, closer to home.
Tackling obesity requires system-wide collaboration, and this programme demonstrates the value of bringing together the NHS, academia, industry and communities to address complex health challenges.
We are proud to have supported partners across the region to secure this funding and look forward to the impact these programmes will deliver.”
A key feature of the programme is its commitment to tackling health inequalities. The programme will be co-designed with patients and communities through Community Connexions, helping ensure services reflect the diverse needs of local residents. Digital services will be available in multiple languages and supported by telephone and face-to-face options to ensure people are not excluded because of language, literacy or technology barriers. Independent evaluation will be led by the University of Birmingham, providing evidence on patient outcomes, service effectiveness and long term value for the NHS.
Health Innovation West Midlands will provide programme and project management including governance, risk management, partner coordination, and oversight of delivery across all work packages. HIWM will also support performance monitoring and sustainability planning to ensure effective delivery and scalability.
Independent grant funding has been provided by Eli Lilly and Company Limited in addition to the funding contributed by the Department for Science Innovation and Technology. The programme is being delivered through Innovate UK.
The first pilot sites are expected to launch during 2026, with wider rollout across Birmingham, Solihull and the Black Country following thereafter.
