Behaviour research example: Nudging A&E patients

Challenge: Understand reasons for patients coming to A&E insted of using their GP and ways to affect that behaviour
Our approach:
visit A&E waiting room, interview patients and staff, observe behaviour

A few of our recommendations to encourage better choices for medical attention

  • There are two main patient types: the health manager and the health victim. It is

    Patient behaviour: health victim and health manager

    the latter group who are heavy users of A&E for a range of practical and emotional reasons, many of which can be addressed.

  • Nudging techniques are recommended to shift behaviour in a more patient-centric way eg raising awareness of the salient “cost” of their choice
  • Encourage patient empowerment / co-ownership. “It’s not only doctors or the Chief Executive who have responsibility for this hospital. We all must look after our society. This is a public service and we are all part of the public”

Timescale: 1 month
Cost:
c£2.5k
Full report: find it here: A&E patient behaviour