Woke this morning to the news that a new expensive computing system for GPs which purported to give patients choice of hospital at which to be treated is being shunned. It is deeply ironic that the health service has recognised that less paternalism in the consulting room leads to better patient compliance, yet there is no awareness that treating GPs themselves in a highly paternalistic way won't have the desired outcome. The DoH has some of the best communication strategists in the world. I constantly dip in to some excellent documentation on engagement on their website. Why, then, do they never seem to take their own advice and get off the technocratic model? And while you're about it, being highly defensive on the Today programme in the face of what is clearly an almighty blunder, Dr Reid, ain't a good communication strategy either.