Rory Sutherland: Want Fewer People to go to A&E? Change the Name | Health | WIRED

Introduction

This tutorial explores Rory Sutherland's innovative ideas on reducing unnecessary visits to Accident and Emergency (A&E) services by changing public perceptions. By understanding the psychological aspects of decision-making, we can apply Sutherland's insights to improve healthcare efficiency and patient experiences.

Step 1: Understand the Power of Naming

• Recognize that the way services are branded can significantly influence public behavior.
• Acknowledge that referring to A&E simply as "A&E" might create a casual perception, leading to more frequent, unnecessary visits.
• Consider rebranding A&E to "Accident and Emergency" to emphasize its serious nature and encourage patients to reserve it for genuine emergencies.

Step 2: Implement Deferred Prescriptions

• Learn about deferred prescriptions, which allow doctors to prescribe medication at a later date rather than immediately.
• Understand that this approach can discourage patients from seeking unnecessary medications and prompt them to reconsider if they truly need treatment.
• Encourage doctors to use deferred prescriptions as a tool to reduce reliance on medications, particularly antibiotics.

Step 3: Educate the Public

• Launch public awareness campaigns to inform patients about the appropriate use of A&E services.
• Use clear messaging that explains what constitutes an emergency and when to seek alternative care options.
• Promote understanding that many health issues can be addressed through general practitioners (GPs) or urgent care services instead of A&E.

Step 4: Foster a Culture of Reflection

• Encourage healthcare professionals to engage patients in discussions about their health choices.
• Promote reflective questioning to help patients consider whether they truly need immediate care or if they can manage their condition in other ways.
• This can be achieved through training programs for healthcare providers focused on effective communication strategies.

Step 5: Monitor and Adapt

• Continuously evaluate the impact of these changes on A&E visit rates.
• Collect data on patient feedback and health outcomes to assess the effectiveness of rebranding and deferred prescriptions.
• Be prepared to adjust strategies based on findings to ensure they meet the needs of the community effectively.

Conclusion

Rory Sutherland advocates for a thoughtful approach to healthcare that includes rebranding A&E and promoting deferred prescriptions. By changing the way we communicate about health services and encouraging patients to reflect on their choices, we can reduce unnecessary A&E visits and improve the overall efficiency of healthcare systems. Consider implementing these steps in your community to foster better health decision-making.