Plea to 'use right NHS service' as pressure mounts

People in the West of England are being reminded to avoid unnecessary trips to A&E after figures revealed thousands of people visited emergency departments for everyday ailments last winter.

Research from the NHS shows 42% of the public admit they have gone to A&E for a non-emergency - such as a sore throat - because they thought it would be quicker.

Ade Williams, a community pharmacist, urged people to look in the right place for care because prolonging the process only "delays you getting that help".

The NHS is now launching a "winter reset" campaign to show how services like 111, pharmacies, the NHS App and online GP forms can offer more convenient care.

The data revealed 11% of the public have visited A&E for a sore throat, while others turned up for a common cold or a urinary tract infection – all conditions that community pharmacists can treat without an appointment.

It added 24% have been to A&E for an issue that, in hindsight, could have been managed by another NHS service like a pharmacy, NHS 111, a GP or the NHS app.

As part of the campaign, a new short film titled 24 Hours Not in A&E showcases quicker and more practical ways for patients to access care for minor and urgent health concerns around the clock.

The NHS survey suggests an urgent need for better awareness, as the data revealed 45% of the public have already been hit by winter bugs this season.

Mr Williams, from Bristol, said the campaign was about re-educating people on its various services, and showing the "NHS is more accessible than you ever thought it was".

"We're not blaming people for this in any way. We understand that it's a very human reaction when you feel desperately unwell, in pain or discomfort," he said.

"We look for help, because we want it to be quickly and easily accessible, but if you turn up to the wrong place, it delays you getting that help.

"It means the system has to guide us into the right places. Community pharmacies offer a gateway to receiving NHS care and to facilitating self-care."

Mr Williams said by doing so, the NHS will function better as a whole during critical periods of high demand when patient numbers rise.

He said this message remains even more crucial at this time of year, as seasonal viruses "put added pressure on our health system".

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