The ability to use information is an essential element in any health care system. However, despite the huge amount of data held by the NHS, the ability to use that data to provide insights has been limited. We intend to build on the track record of published work which was undertaken in Camden by those now leading Haverstock Health and the unique data and insights our practices and partners can provide and to use the insights and stories of patients and professionals, underpinned and data-driven by analytics which will inform needs, underpin quality improvement and measure and evaluate system change.