Promoting parkrun to patients using the general practice website: a qualitative exploration of ‘parkrun practice’ websites

BACKGROUND: The parkrun practice initiative is a widely accessible and low-cost approach in primary care, which promotes patient and staff health and wellbeing through increased physical activity and volunteering opportunities. The parkrun practice Toolkit offers guidance to practices on how to promote parkrun. One recommendation is to include a parkrun page on the practice website, or a link to the parkrun website. How practices are presenting this information is unknown. AIM: To explore how parkrun practices are using their websites to promote parkrun, including the content and format of information presented and variety of promotion methods used, in order to provide recommendations for inclusion in the Toolkit. DESIGN & SETTING: Qualitative content analysis of a sample of parkrun practice websites. METHOD: The websites of 114 practices that reported using their websites for parkrun promotion were systematically searched and the content analysed. RESULTS: Five main types of content were identified, namely: what parkrun or parkrun practice is; activities and events; addressing patients’ concerns; benefits of parkrun; and practical information. While there were similarities in the information provided, there were variations in presentation. Websites ranged from being extensive and highly informative, to minimal amounts of text or solely images. CONCLUSION: Findings highlight the variability that currently exists across parkrun practice websites. Including a link on the homepage would assist patients to find information on parkrun and clarify the information that can be found. Suggestions are made on the type of information and how it could be presented to be further developed for inclusion in the Toolkit.