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CCG spends £40k on patient signposting ad campaign


4 December 2013

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Bolton clinical commissioning group (CCG) has launched a £40,000 advertising campaign to encourage patients to only go to A&E when necessary. 
The large billboards will ask: “Feeling poorly? Not sure where to go?”. The adverts then signpost patients to alternatives to A&E. 
GPs in Bolton have committed to prioritising access for urgent health problems, and seeing children on the same day. 

Bolton clinical commissioning group (CCG) has launched a £40,000 advertising campaign to encourage patients to only go to A&E when necessary. 
The large billboards will ask: “Feeling poorly? Not sure where to go?”. The adverts then signpost patients to alternatives to A&E. 
GPs in Bolton have committed to prioritising access for urgent health problems, and seeing children on the same day. 
Dr Barry Silvert, Bolton CCG’s clinical director for integrated commissioning, said:  "[We are] committed to ensuring that patients are seen by the right person, at the right place and time. This is essential if we are to improve patient safety and the quality of care.
"I strongly urge people in Bolton to leave A&E for those who really need it, otherwise we risk putting huge pressure on a vital and highly valued resource in our borough. There are alternatives, so please ensure that you make the right choice this winter, both for your own health and that of the local NHS.” 
GP out of hours services, pharmacy and self care are also suggested. 
Unnecessary visits to A&E reduce the resources available to treat those who need specialist emergency care, which could mean they don't get essential treatment quickly enough, a CCG statement said. 
Up to 30% of patients with minor illnesses or injuries who go to A&E do not need to be there – the best place for many of them is their GP surgery.

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