Words really matter when it’s “urgent”

words matterOur submission to the Keogh Review on “Urgent and Emergency Care in England” makes two points that the review has overlooked: 1) we don’t know what users think about the current arrangements and what drives their behaviour about how they use services; and 2) words really matter when describing services that people will access when anxious – so make sure they are not ambiguous and subjective.  Our solution builds on one of the NHS’s greatest successes – the A&E brand itself.  Read it all here. 

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