Surgery

Medicine is like this sort of huge super tanker that changes course very slowly. Doctors might say they are up to date with the evidence, but actually a lot of it is habit. Blood stocks currently are really low and if they get any lower patients could be forced to postpone elective surgery. I've learnt over the years that humans aren't really rational. We're sort of a fizzing ball of emotion. And actually, so you've got to tap into people's emotions if you want to get practice change.