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• W2059383955 abstract "Focus groups and a discrete choice experiment survey were conducted to inform a persuasive communications campaign to reduce non-urgent Accident and Emergency (A&E) attendance. One hundred and sixty-eight response questionnaires were included in the final analysis. The research found that respondents generally saw themselves as ‘sensible’ users of National Health Services (NHSs) and they felt that they think carefully before deciding which NHS to engage with. It was also felt that a lack of understanding, was the most powerful barrier to appropriate use of non-urgent and emergency services, with people not knowing what else is available, not knowing how to find alternative services and not understanding the ‘healthcare system’. Broadly, there are four generic barriers to appropriate use of services: • Convenience (using services that are the easiest option)• Service unaware (not knowing what else is available and not understanding the system)• Worried user (anxious and risk averse about the health of another, e.g. child, old person) and• Emotionally attached (a strong attachment to A&E as most reliable option).Therefore, to respond to this lack of understanding and reduce the perceived barriers, a marketing communications campaign will need to concentrate on creating a conversation about ‘what to do when you do not know where to go and you are not sure how bad things are’, invoking new beliefs and values rather than focusing on what to do when something is ‘urgent’. Any marketing campaign will ultimately need to focus on stopping people accessing urgent healthcare services incorrectly. Therefore, when individuals are assessing the circumstances and the ‘potential seriousness’ of the condition in terms of pain or discomfort, they believe the benefits of attending non-A&E services, i.e. primary care outweigh the perceived ‘convenience’ of attending A&E and that these actions are indeed possible and easily accessible. Influences on choices to inform a persuasive communications campaign to reduce non-urgent A&E attendance." @default.
• W2059383955 created "2016-06-24" @default.
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• W2059383955 date "2014-04-22" @default.
• W2059383955 modified "2023-09-25" @default.
• W2059383955 title "Influences on choices to inform a persuasive communications campaign to reduce non-urgent Accident and Emergency attendance" @default.
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• W2059383955 doi "https://doi.org/10.1179/1753807614y.0000000048" @default.
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