A health system has established an ACO and now has assumed risk for a substantial number of patients who have been attrib- uted to this ACO. As a result it is important that the organization now focus on popula- tion health as opposed to its historical posi- tion of medical intervention when a patient needs surgery as it is rewarded for keeping a person healthy as opposed to surgery, lab tests, diagnostic surgery, etc. In a recent meeting of the leadership team, a utilization review team has identified a small but sig- nificant percentage of patients who are using the emergency department for rou- tine care. After some discussion, it is decided that this might in fact at one part be a mar- keting issue. You have been asked as theDirector of Marketing to pose some possible solutions to help resolve this cost drain to the health care system as well to contribute to the health care of these patients.