As healthcare practitioners, we should all quite rightly remain focused on the effective delivery of care. This includes concentrating on the small proprtion of people who consume a relatively high proprotion of healthcare, but this should be productive. Care of people with chronic conditions such as asthma/chronic obstructive pulmonary disease (COPD), heart failure, diabetes, kidney disease and stroke costs the NHS about £7 of ever £10 spent on patient care.