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Most of us work diligently to prove not only that we are excellent at providing state-of-the-art medical care but also that we exist to assist the communities and hospitals we serve. Many of our efforts are directed at what we can offer or how many high-tech gizmos we can carry on the aircraft. However, most of the research suggests the way we bene fit most of our patients is through expert patient assessment, lifesaving interventions, and, above all, rapid transport to tertiary care facilities. Why not spend our time emphasizing these strengths? Although some patients must have our high-tech equipment (ie, patients on ventilators, IAPB, ECMO, just to name a few), these patients are not the rule. These patients are not the ones we are losing to other avenues of care, such as ground transport or continued manage ment by local resources. Two ways we can ensure our continued utilization and survival are research and public relations. Research is an area that has been long needed and much advocated by this journal. Physicians, who determine the mode of transport, typically rely on such data to make their de cisions, so we must continue to expand and explore air medical research. However, their local perceptions commonly sway their thinking on the mode of transport. One way to keep our services in the forethought of those decision-makers is to bring out our aircraft, demonstrate our professionalism, and display our high-tech equipment These public relations flights are an excellent opportunity to remind them of our valuable, incomparable services. Shrinking reimbursement and competitive markets have squeezed noncrucial budget items. As a result, many pro grams are decreasing the number of public relations nights and safety in-services. Like any advertisement tool, out of sight is often out of mind to consumers. The organization that thinks it does not need to advertise or solicit its customers will not remain in the market for long. The physicians and EMS officers we visit will remember us when it comes time to make that decision of whether or not to call an air ambulance. Another great avenue to promote our flight program is through safety in-services. Most folks love for us to bring out the helicopter and show it off. This pro motion can be enhanced-and financially justified-by pairing it with provider needs. One thing many providers need, especially volunteer providers, is continuing education (CE). Offering an hour of CE on a required topic can help build a good relationship between the provider and the flight service. Many programs also have annual trauma conferences or specialty seminars at which to increase the awareness of what they can do to benefit their patients. Teamwork is another powerful tool we can use to nurture the relationship between the flight service and providers. How we deal with providers in a crisis situation can build-or damage-a long lasting relationship. Taking the time to listen and understand why they are concerned about specific patients can solidify our working relationship. We all need to feel that what we are doing has value. Taking the time to listen contirms that we appreciate the effort they put into pa tient care. We can perform all the PR flights in the world, but if we cannot prove that we are beneficial, even essential, to patient care, we will be called for only a small subset of our current patients or, in the worst case scenario, become extinct. That is why we must use every opportunity if we are to survive. With quality re search and good advertising, we can continue to succeed and ensure that we will be around to fly over that bridge to the 21st century. |
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