Yes, we always need to make sure that we know what is happening on the frontline so that we can keep improving services.
Since 1 April this year, over 1.5 million calls have been made to the automated Healthy Start helpline. The helpline supports beneficiaries to self-serve on topics such as activating their cards, reporting lost or stolen
cards, and checking their balance without needing to speak to an agent. The NHS BSA analysed the issues that applicants and beneficiaries may experience when applying for and using the Healthy Start scheme, and it has acted on the findings. In particular, it has invested more resources so that agents are handling calls and resolving them first time—an issue that was brought up early in the scheme. Currently, the average call wait time is down to just 31 seconds, which is a vast improvement. I am grateful to the NHS BSA for its work on harnessing the power of social media by engaging with over 15,000 messages since April this year. I also extend my thanks to Iceland—the supermarket, not the country—which continues to find novel ways to support and promote the scheme. The hon. Lady mentioned other supermarkets that we would be delighted to engage with.
At a time when families are increasingly aware of the cost of living and the need to provide their children with a healthy diet, the Government are committed to helping the most vulnerable. I will try to get through a few of the other questions in the time that we have. The hon. Member for Liverpool, West Derby (Ian Byrne) wanted to make sure that no one was missed in the transition. Since September 2021, the NHS BSA has directly contacted all households receiving Healthy Start vouchers to invite them to apply for a prepaid card, including three invite letters, two leaflets, emails and text messages. The Government continue to look at ways to support households to ensure that they are aware they can take up the offer, and the NHS BSA recently provided training to staff at the Department for Work and Pensions to raise awareness of the Healthy Start scheme. The hon. Member for Stretford and Urmston mentioned DWP and I think it is important that everybody is working together on these issues.
Healthy Start eligibility is kept under continuous review and aligns closely with other passported benefits across Government. There are no current plans to expand eligibility for the scheme with regard to the onus threshold or the qualifying age range but, as I said, we always keep such schemes under review. We have talked about the current cost of living and food inflation, and the Healthy Start scheme is kept under review from this point of view as well. The voucher value rose from £3.10 to £4.25 in April 2021—an increase of 37%. We have no current plans to increase the value of the Healthy Start scheme.
The hon. Member for Stretford and Urmston raised the cost of calls to the helpline. In line with national and other Government agencies, the NHS BSA transferred from 0845 numbers to 0300 or 01 or 02 numbers as part of the fair telecoms campaign. Telephone companies include calls to 0300 numbers in the free minutes of some call plans. Any call charges outside of a plan are charged at a local rate, which is set by the caller’s provider, so calls to the NHS Healthy Start telephone helpline are charged at a local rate if they are not part of an inclusive package. We now have a separate automated telephone helpline that is available 24 hours a day, which will help people with a lost or damaged card or to check their balance—as the hon. Lady said, issues that are not complex but much easier to resolve through an automated system.
Of course, people can apply via email and through the NHS Healthy Start Facebook and Twitter social media channels, so there are ways to access the service
without paying for the phone call. We recognised some of the teething problems that were seen on the telephone lines, and hopefully the hon. Lady will see that we have now made vast improvements.
The hon. Lady talked about automatic enrolment through universal credit or local authorities. However, the Healthy Start card is a financial services product, which means that the person using it has to take on certain responsibilities. There therefore needs to be that acceptance of authorisation. The hon. Lady is looking confused—I will write to her with more details, rather than try to explain it in the short time I have left.
The hon. Lady also talked about cost of living pressures potentially increasing existing disparities. The Government are committed to levelling up health across the country and will continue to work to close the gap in health outcomes between different places and communities so that people’s backgrounds do not dictate their prospects for a healthy life. I know that that is very close to the hon. Lady’s heart; it is very close to mine as well.
I have hopefully covered many of the issues that have been raised by the hon. Members for Stretford and Urmston and for Liverpool, West Derby. As I say, I will write to the hon. Lady about the financial services product. If there are any other outstanding issues, I am happy to have further correspondence with her. I close by thanking the hon. Lady for raising this important issue and other hon. Members for their contributions. As always, we will keep the Healthy Start scheme under review to ensure it provides support for those families who need it the most.
Question put and agreed to.
11.29 am
Sitting suspended.