Timing Matters When Seeking Medical Advice

In today’s fast-paced world, it’s easy to dismiss minor symptoms and delay seeking medical advice. But when it comes to healthcare, timing really does matter. Waiting too long can lead to serious, avoidable consequences, from a worsening condition to missing a critical treatment window. At the same time, it’s important that we don’t waste resources, so that those who truly need care can access it without unnecessary delays.

In this blog, our Chief Medical Officer, Dr David Griffiths, explores how timely medical advice can make all the difference, how virtual healthcare is helping ensure people don’t fall through the cracks, and when self-care might be the best first step.

The Cost of Delayed Medical Advice
A study by Cancer Research UK, published in 2019, found that one in four cancer patients experienced avoidable delays in their diagnosis. This is bad news for everyone; delays can mean more advanced disease at diagnosis, necessitating more intensive treatment, more time off work, more impact on family and potentially resulting in poorer outcomes. The causes of these delays are often likely to be due to system issues, for example longer waiting times for access to a GP or for investigations, but they can also result from clinicians being slow to recognise the significance of symptoms. It’s not only cancer, of course. Delayed diagnosis of long-term conditions, such as diabetes or hypertension, can lead to worse outcomes.

So the solution should be simple, right? Open up more appointments, reduce delays and encourage clinicians to refer any symptom that could represent cancer. Unfortunately, life is not always simple and not every symptom requires immediate medical attention. Indeed many cancer symptoms can also be caused by minor illness. A cough can be the first sign of lung cancer but it is much more likely to be a viral upper respiratory tract infection. Deciding when to investigate further is a core skill of General Practitioners but the CRUK data shows that GPs are far from infallible.

Early assessment seems the right approach, but we can also reflect on NHS reports that up to 20% of GP appointments could be managed through self-care or pharmacist advice; many consultations may not require a doctor’s immediate attention. The holy grail is balancing timely medical advice for serious symptoms with appropriate self-management for minor issues.

How Virtual Healthcare Improves Access and Efficiency
Virtual healthcare is revolutionising access to timely advice, ensuring that those who need help can get it while also preventing unnecessary strain on healthcare services. Thanks to telemedicine, patients can consult a healthcare provider from home, often within hours of noticing a problem. Virtual consultations are especially beneficial for those with busy schedules or limited access to healthcare.

1. Empowering Patients with Accessibility Many insurance companies, health trusts, employers, and even banks now include virtual healthcare as part of their benefits. This makes it easier for patients to seek advice when needed, without worrying about costs or long waiting times.
2. Reducing Barriers to Care Virtual healthcare bridges the gap for under-served populations, such as rural residents or those with mobility issues. By offering remote consultations, patients can avoid the delays and difficulties of traditional in-person appointments, ensuring they receive care when it truly matters.
3. Guiding Patients to the Right Care Many virtual healthcare services include pathways that help patients determine whether they need to see a doctor, seek pharmacy advice, or manage symptoms at home. This approach ensures that those who genuinely need medical attention receive it while avoiding unnecessary consultations.
4. Proactive Care for High-Risk Cases While not every symptom requires a doctor’s visit, certain red flags—such as persistent chest pain, unexplained weight loss, or a mole that is changing shape or bleeding —shouldn’t be ignored. Virtual healthcare helps people get quick guidance on when to escalate concerns, leading to earlier intervention and better outcomes.

The NHS is Vital—And Under Pressure

The NHS is an incredible lifeline, offering universal healthcare to all in the UK. However, due to rising demand, resources are increasingly stretched. Long wait times for GP appointments and A&E visits have become common. Virtual healthcare can alleviate some of these pressures by helping patients determine the most appropriate course of action—whether that’s self-care, pharmacist advice, or a doctor’s consultation.

The Bottom Line: Smart, Timely Advice Saves Lives

Seeking medical advice at the right time can be the difference between a quick recovery and a long, complicated illness. Virtual healthcare ensures that advice is just a phone call or video chat away, helping to catch issues early and prevent complications—without overwhelming the system with unnecessary visits.

Case Study: Early Cancer Detection

Sarah, 32, noticed a mole that had changed in size and colour. Rather than waiting weeks for a dermatologist appointment, she sent a photo in and requested a virtual consultation. The GP recommended an urgent referral for a biopsy, and it turned out to be melanoma. Early intervention saved her life.

Case Study: Heart Attack Prevention

John, 58, had mild chest tightness and fatigue for several days. He was playing his symptoms down until a virtual consultation, where the doctor advised him to visit A&E. It turned out to be the early stages of a heart attack, and timely treatment saved his life.

By using healthcare services wisely—knowing when to self-care, when to seek pharmacy advice, and when to consult a doctor—we can ensure the best outcomes for individuals and the healthcare system as a whole.