Hospital chiefs have urged patients to "stop and think" before turning up at Ayrshire's packed emergency units.
The NHS has issued the stark call amid plunging performance in waiting time targets across Scotland.
A&E departments recorded their worst waiting time figures on record this week, with the lowest-ever percentage of people being admitted, transferred or discharged within the target time of four hours.
And more people than ever waited longer than four, eight and 12 hours.
Bosses in Ayrshire admit their services are under pressure due to staff absences, high demand, delayed discharges and patients staying longer in hospital.
Now they are asking the public to consider alternative care where possible.
"While most patients coming through our emergency departments (EDs) are ill and need to be there, we know that some people who attend our EDs would receive more appropriate and quicker treatment elsewhere,” said Joanne Edwards, director of acute services at NHS Ayrshire & Arran.
"So, we are asking members of the public to stop, think, and ask, ‘Is it an emergency?’ If it is an emergency, come straight to the emergency department or call 999.
"That way we can ensure that our emergency departments are there for those who need it most – those with serious illnesses and accidents such as suspected stroke, heart attack, head injuries, fractures or wounds that need stitches.
"If it’s not an emergency, call NHS24 on 111 and you will be assessed over the telephone and referred to the right healthcare professional.
"Our key message is to let people know the most appropriate time to visit an ED, and what are the available alternatives."
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