Mapping the Behavioural Weight Management Ecosystem in the East of England to Inform the Implementation of Electronic Signposting

Obesity is a leading cause of ill health in England, posing significant health and economic burden. Behavioural weight management services (WMS) are central to reducing obesity-related health risk, yet their reach remains limited. Electronic signposting (eSignposting) offers a potential strategy to improve patient access to behavioural WMS by using health records and digital communication to connect patients with appropriate services. This qualitative case study characterised the behavioural WMS ecosystem across the East of England (Norfolk, Suffolk, and North-East Essex) through semi-structured interviews with n  = 11 stakeholders involved in WMS provision, commissioning, and delivery. Directed content analysis informed the development of ecosystem maps and an inventory of available services in the region. Findings revealed a complex landscape spanning local authority, national, commercial, and voluntary sectors, with self-referral and primary care referral as predominant access routes. The study identified structural and digital barriers to obesity care and provided insights to inform the equitable implementation of eSignposting.