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Tue Oct 14 15:12:49 BST 2008

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-----Original Message-----
From: trauma-list-bounces at trauma.org [mailto:trauma-list-bounces at trauma.org]
On Behalf Of Stephen Richey
Sent: Tuesday, October 14, 2008 9:08 AM
To: Trauma &amp, Critical Care mailing list
Subject: Re: Ten Ways to Increase Flights

Nice....who wrote that?

On Tue, Oct 14, 2008 at 10:04 AM, Bryan Bledsoe, DO
<bbledsoe at earthlink.net>wrote:

> TEN TIPS to Trigger More Flight Requests
> ________________________________________
> Just as we maintain our clinical competency compensating, our
communication
> centers communicating and our aviation elements aviating - we must have
> systematic methods, processes and technology in play - 24/7 - to trigger
> flight requests. Why? Because flight requests don't just happen!
>
> Here are ten tips to trigger more flight requests.
>
> 1. EARN THE RIGHT TO BE WORTHY OF FLIGHT REQUESTS -> FIX YOUR SERVICE
FIRST
> - The leading expert on service marketing Harry Beckwith states in ,
> Selling
> The Invisible; A Field Guide to Modern Marketing, "First, before you write
> an ad, rent a list or dash off a press release - fix your service." Look
at
> all aspects of your operation and relentlessly do what is needed to fix
and
> improve to EARN flight requests! Be flight request worthy - individuals in
> peril trust us - above all - to be safe and capable. Don't let them or
> their
> loved ones down! Fix before you ask for flight requests.
>
> 2. OPERATE WITH A SYSTEM PERFORMANCE MIND SET - Operate with the
> understanding that every act, word and deed of every individual that plays
> a
> role throughout every action in the life-cycle of every mission affects
> whether or not you will trigger flight requests. System performance - at
> the
> micro-level - is the dominant driver of flight requests (not pens, pins
and
> pizzas.)
>
> 3. FIRST BE INFORMATION-CENTRIC THEN BE RELATIONSHIP-CENTRIC - Face the
> facts - you cannot relentlessly imprint the minds and emotional centers of
> every individual in your market space. Gather detailed data on individuals
> that have the authority, ability and accountability to trigger flight
> requests (Decision-Makers). Determine their emotional affinity with your
> program (Loyal, Neutral or Antagonistic.) Then first fortify and leverage
> your relationships with Loyal Decision-Makers. Before taking action to
> shift
> the neutral and convert the antagonistic -> devote outreach and marketing
> resources to maximize your yield with those that are loyal.
>
> 4. CONSISTENTLY PROVIDE AUTHENTIC RECOGNITION & VALIDATION - Regularly
> recognize individuals that can trigger flight requests or those in their
> organization for their exceptional performance. Position your program to
be
> the consistent source to validate them and remind them that their work and
> their lives have meaning. Above all - be sure that recognition is
> authentic!
> The actions need not be heroic - but must be relevant to contributing to
> improving overall system performance, safety and patient outcomes. Be sure
> to remember communication specialists, mechanics and others "behind the
> scenes" who are among the most vital professionals that mitigate outcomes.
> The ones most often forgotten as a powerful force in the healing course.
>
> 5. DEFINE YOUR MissionMetricsT - Decision-Makers must be able to define
and
> defend their choice to use your service (Clinically and Emotionally). You
> must provide them with truthful information to help them differentiate
> yourself from competitors. The four key drivers are Velocity, Affinity,
> Competency, Consistency. Evaluate every aspect of your operation and
> prescribe values (MissionMetricsT). Then take actions to be sure that
> Decision-Makers know them!
>
> 6. BE THE FIRST RESOURCE NODE OF CHOICE - Individuals under pressure to
get
> their patients (and themselves) out of complicated situations do NOT need
> to
> be "shopping around" to commence a transport. If you are fortunate enough
> to
> trigger and receive the flight request (or any request ex. Educational
> Seminar, Outreach Site Visit, Question on How to Better Communicate, etc.)
> follow through and solve the problems! DO NOT miss opportunities to become
> THE trusted resource, THE node upon which individuals can rely to "handle
> it" - whatever may be the request.
>
> 7. SUSTAIN PERFUSION PRESSURE - JUST DO IT AND DO IT AND DO IT - If you
> were
> to assign a blood pressure reading as a measure of the "perfusion
pressure"
> of your outreach and marketing efforts WEEKLY - would it be sufficient to
> sustain top of the mind awareness with a critical mass of Decision-Makers?
> Are you episodic - spiking pressure up to 200 mmHg during National Nurses
> and EMS Weeks - then falling off to 20mmHg (or less) for weeks or months
at
> a time? Beware! Just as we need to sustain CONSTANT minimal blood pressure
> to perfuse our patient's vital organs - it is vital to "perfuse" the minds
> and emotional centers of key Decision-Makers. 52 weeks of 80 - 90 mmHg
will
> increase your certainty to trigger more flight requests than ad-hoc
> episodic
> outreach and marketing boluses.
>
> 8. ASK -> LISTEN -> ACT -> REINFORCE -> The most common mistakes many air
> medical transport outreach and marketing practitioners are making are;
> o Selling -> not asking those that can trigger flight requests what
> they desire
> o Not listening to those desires
> o Not acting with high velocity upon those desires
> o Not reinforcing the expectation that scarce resources allocated
> are done so by choice with an understanding - that when medically
necessary
> and appropriate - flight requests will go first to the source that has
> provided resources
>
> Many programs decide internally what Decision-Makers desire and push
> actions
> and deliverables on them. It's all about "pull." Some Decision-Makers
> desire
> competency based education, some actually do desire pins, pizza and pens
> and
> some desire to be left alone! Ask - Listen - Act (With High Velocity.)
> Then,
> as part of the exchange - reinforce there needs to be a clear
understanding
> about the "First to Get the Flight Request" expectation when scarce and
> valuable resources are provided. We all have choices. There is nothing
> wrong
> with being reciprocal - as long as the program is worthy (Review Tips 1 &
2
> ;-)
>
> 9. REMEMBER AFTER NOON AND NIGHT SHIFT? We operate in a 24/7 environment.
> Yet, most outreach, education and marketing efforts are configured for
> those
> with the "Day Shift" life. Why? You know why - it's convenient for US! See
> what happens when you deliver hot food, drop off "fresh" mouse-pads, offer
> educational courses or simply stop by the Transfer / Dispatch Center or
> Emergency Department to provide some positive follow up or recognition for
> individuals on the afternoon or night shift! Remember too - do this
> consistently! You will earn and cultivate loyalty [and trigger more flight
> requests].
>
> READ, OUTLINE, MEMORIZE AND RELENTLESSLY PUT INTO ACTION THE PRINCIPLES OF
> THE BOOKS BUILT TO LAST; SUCCESSFUL HABITS OF VISIONARY COMPANIES (Jim
> Collins & Jerry Porras) and GOOD TO GREAT; WHY SOME COMPANIES MAKE THE
> LEAP.AND OTHERS DON'T (Jim Collins). You will vastly improve your program
> and our industry.
>
> http://www.thinkthroughtools.com/articles.asp
>
>
> --
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>

-- 
Stephen L. Richey, CRT
Aviation Injury Research Project Leader
Saginaw Valley State University
Work E-mail: slrichey at svsu.edu
Home Office Phone: 248-366-4452

"It is the characteristic excellence of the strong man that he can bring
momentous issues to the fore and make a decision about them. The weak are
always forced to decide between alternatives they have not chosen
themselves."- Dietrich Bonhoeffer
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Ten Ways to Increase Flights