The survey summary starts by saying:
Public satisfaction with the NHS remains high (70%) but is drifting downwards. Most of the fall is due to non-users becoming more critical – perhaps in response to media coverage, as they have no direct recent experience. In contrast, users of the service remain very positive (73% satisfaction rating versus 61% of non-users).The media attention is important. Cameron and Lansley knew that public satisfaction with the NHS was high and consequently it would be difficult to persuade the public that changes must be made. The result was a long stream of press releases telling the public how "bad" the NHS is. People who use the NHS knew from their own experience that this was not the case, but such press releases did have an effect on the people who do not use the NHS. In particular, I suspect those that use the NHS are grateful for an effective service, but those who do not use it resent paying for it, particularly as we go into a period of austerity with the relentless (and untrue) message from the Government that the NHS is "protected" whereas other areas of government spending is not.