Healthy London Partnership > Resources > Behavioural insights

Behavioural insights

Behavioural insight is an approach to understanding and changing people’s behaviour by analysing, improving, designing and offering free choices, so that their automatic choices are more likely to produce helpful outcomes that benefit individuals themselves and society generally.

This paper provides some key examples of initiatives that have attempted to change the behaviour of the public to attend GPs or Primary Care Services instead of A&E. The following research includes two system-wide initiatives, 12 individual case studies and a deep dive into a patient behavioural research project conducted in London’s A&Es.

This paper lists the studies and provides their key quantified impact, or notes when this was inapplicable or unavailable. In the case of the latter, contact has been made with the sources of the initiatives in an attempt to gather more information on their impact, however this information has not yet been received.

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