Health-seeking behavior at mass gatherings is a critical yet often overlooked determinant of safety outcomes in mass gatherings. Despite the frequent availability of on-site medical services, individuals experiencing symptoms often delay or forgo care due to a combination of environmental, cognitive, and social factors. Unfortunately, this behavioural fact is often overlooked when planning mass gatherings. Therefore, this paper argues that effective mass-gathering medicine must extend beyond traditional risk mitigation and resource provision to explicitly address the behavioral pathway to care. Here in, we highlight how sensory overload, high cognitive demands, and crowd density impair symptom recognition and wayfinding. Furthermore, social dynamics, including normalized risk, the bystander effect, and fear of stigma, actively suppress help-seeking intentions. Conventional "come-to-us" service models and generic health messaging are insufficient to overcome these barriers. Consequently, we advocate for a proactive, behaviorally informed framework for event health planning. This framework integrates intuitive environmental design, clear and contextual communication, mobile medical outreach, and staff training in proactive engagement to reduce delays. By intentionally designing systems that align with how individuals actually perceive and act on health needs in crowded settings, planners can transform event healthcare into an accessible, effective extension of public health, ultimately improving individual outcomes and systemic resilience.
Nchimunya et al. (Sun,) studied this question.