"Patronising nomenclature."

I hate the usage by some NHS staff of the terms 'my lovely', 'sweetheart', 'my love', 'poppet' etc.

These are not isolated incidents in my experience: I have found such inappropriate behaviour to be common in my local NHS Trust (Southampton).

I find that the use of such language demonstrates an innate lack of respect and an air of superiority on the part of the user, which is extremely insulting to me as a patient. 

I used to hold my tongue, but now I complain straightaway whenever such terms are used towards me and have suffered the consequences.

Last summer, while in hospital, I complained about one nurse who, after being asked not to use such language towards me, replied condescendingly: "Alright my lovely. "

Another member of staff on the ward appeared and I related my complaint, to which they replied: "What do you expect me to do about it, my lovely? "

Stamp it out.