Intended for healthcare professionals

Views & Reviews The Best Medicine

The prophet of nudge

BMJ 2011; 342 doi: (Published 10 March 2011) Cite this as: BMJ 2011;342:d1448
  1. Liam Farrell, general practitioner, Crossmaglen, County Armagh, Northern Ireland, UK
  1. drfarrell{at}

“Life’s not fair,” I raged. “Why does god always take the smokers first?”

I was watching Joe’s funeral. The church is inconveniently situated beside our health centre, and I usually duck out of sight as the cortege looks over accusingly. If I’m spotted someone is sure to shout, “You should have sent him for that x ray” or “I told you he needed a strong antibiotic.”

Strong? I feel like shouting back. “It was so strong we had to store it on …

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