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Case Studies

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Reducing Emergency department attendance


Million saving

The Challenge

Despite using the existing NHS ‘Choose Well’ initiative, emergency departments experience 30% of people attending with non-urgent ailments, significantly increasing cost waiting times for those attending appropriately.

They needed to find a way to reduce the number of inappropriate attendances at their emergency departments, and support people to make the right choices for their healthcare.


app downloads

Reduction in A&E Attendance


Million saved


“This was a challenging project, but ICE provided friendly and professional project
management support throughout, highly creative campaign concepts and visuals. Early signs from evaluation have shown that where people have seen or have acted on the ASAP messages, there have been clear signs of intended or actual behaviour
change that can only benefit the local NHS and individual patients.


Anthony Dallimore

Associate Director, Communications 

NHS Gloucestershire
Clinical Commissioning Group

Reducing Emergency Department Attendance

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