Adverts to take the pain away from A&E

Thousands of people every year go to casualty at the ERI with minor complaints that could be dealt with elsewhere, putting added pressure on waiting times.

The new campaign will see slogans on Lothians Buses reading "ooyah", "owww" and "aaargh" in a bid to catch people's attention.

It will then be explained that in cases of less serious complaints, the minor injuries unit at the Western General is likely to be a quicker, more appropriate place for treatment. A radio advertising campaign is also being launched.

The clinic at the Western, which is open daily from 8am to 9pm, has been operating for 16 years.

Fiona Churchill, lead nurse practitioner for NHS Lothian, said: "The minor injuries clinic is a one-stop shop for patients.

"We perform a crucial role and treat scores of patients for a variety of injuries every day.

"We help to enhance the patients' journey because they are seen in the right place, at the right time by the right people.

"The minor injuries clinic is open every day and these bus and radio adverts will make sure that many more people know about the expert service we provide."

The move has also been prompted by a poor year for A&E targets.

A freezing winter and growing population was blamed for the performance of the ERI - the country's busiest A&E.

And last year's swine flu pandemic placed more strain on it, to the point where the health board had to actively tell people with flu-like symptoms - apart from those in at-risk groups - not to come to casualty.

One ERI source told the Evening News: "It is a real problem managing A&E when you have people there who have no need to be.

"People are often shocked at just how quick and efficient the minor injuries unit is, even for things some people would regard as fairly serious.

"It can often be as straightforward as walking straight in and seeing a medic."