If you want less people to go to A&E start calling it Accident and Emergency. That's the view of Rory Sutherland, vice-chairman of marketing group Oglivy & Mather. He argues that in health and all other walks of life people are forced to make bad choices.
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"A&E is like your best mate," Sutherland says at WIRED Health 2015. By rebranding it, people would stop putting unnecessary strain on the NHS.

These simple tricks could have a transformative effect on healthcare, Sutherland argues. He points to deferred prescriptions as an example of success. Rather than people going to see a GP and getting an immediate prescription for antibiotics, deferred prescriptions can be used to persuade people they don't need to take any medication.

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WIRED Health is a one-day summit designed to introduce, explain and predict the coming trends facing the medical and personal healthcare industries. This ambitious inaugural event was held on April 24 2015, at the home of the Royal College of General Practitioners, 30 Euston Square, London.

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Rory Sutherland: Want fewer people to go to A&E? Change the name | Health | WIRED
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