Building the Image and Prestige of EMS Providers

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Comment by Janet Smith on November 3, 2009 at 11:52am

Thanks to all of you, Rick, Keliana, Skip and Tony. I have to say, I didn’t expect the Kama Sutra reference but you certainly made a point, Skip.

What a great discussion! On a grand scale, I do believe we in EMS can have it all. And, you’re all right. It will take consensus and collective effort to animate the vision, culture and image of EMS as an undeniable “brand” having both prestige and respect among all stakeholder groups.

What I hear from all your dialogue is support for the notion of implementing sophisticated spot-on communications that start with identifying target audiences and key messages for each audience. Because every ambulance in America is licensed to provide services at the 9-1-1 level (and many non 9-1-1 contracted companies back-up 9-1-1 providers and/or serve as EMS providers during a declared disaster), EMS needs good identifiers the general public can embrace and trust like “medic” (regardless of the skill level). We also need effective business-to-business distinguishing monikers, “Specialty Care Transport”, ”Paramedic” “CCT certified paramedics”, “Basic Life Support”, “Flight Nurse,” etc. to distinguish an organization’s capabilities that solve marketplace needs. And, we need to tell the very provocative EMS story in such a way that we communicate an overlying EMS vision, culture and image that garners respect. It is the actions of thousands of brand ambassadors (all EMS professionals) who animate that vision, culture and image to earn the prestigious regard we desire.

So, how do we get there? Where do we start? In the absence of EMS leaders declaring “vision, image and culture” for EMS professionals at EMS organizations all over America, then those essential elements of the EMS brand will be made up by the actions of EMS employees and volunteers who serve without this essential communications leadership. And, because visibility builds credibility for any brand even if it is negative (or should I say, especially when it’s negative) the brand-negative actions of a few may taint the selfless contributions of thousands. Even though, many people consider formal communications strategy unnecessary BS, I contend it is crucial to EMS in general and certainly to those EMS organizations who desire to become distinguished Industry leaders. So, here’s how we solve the issue, one EMS service at a time.

1. EMS organization leaders, declare your vision, direct culture, and steer your organization’s image.

2. Only employ those who will support and animate that vision, image and culture as a distinguishing brand and be unrelenting on this point!

3. Make sure your company logo, patches, uniforms ambulances and business papers, website(s) etc. reflect your stated brand.

4. Then, Get Visible!! Make presentations, become a media resource, contribute to your community in-kind and as a supporter of those who champion EMS and illness and injury prevention, nominate your employees for prestigious awards and publish your success.

When you accomplish the action items listed above, you might be surprised how your vision, culture and image is duplicated by others who what you have- respect, prestige and distinction.

Comment by Tony A. Shope on November 1, 2009 at 9:58am

Absolutely agree, but training is part of the educational process, like with your analogy, if hands on practical application is not used then one of the two or three or four....you get the idea... will not be a satisfied participant. But, like the Kama Sutra, it is a flow of information to and from to have a successful out come:) Minnimum standards are nessessary, however, it is up to the individual, then the team then the department to decide if this is what they want to shoot for, sadly i do agree that this low bar is what amy do stay with, but i feel we are evolving.

Comment by Skip Kirkwood on October 31, 2009 at 12:25pm

I think that you have to do both. You don't want to be educated without training either. Think of someone who has intently studied the kama sutra but who has never been alone with a member of the opposite gender. Educated, but not trained!

Unfortunately, the present state of affairs is that we do neither very well. We identify the minimum acceptable, and then aim for that. Allowing for the laws of physics (ballistic drop),is it any wonder that we're far below the target?

Comment by Tony A. Shope on October 31, 2009 at 10:41am

First of all, and formost we need to stop TRAINING! We are educated, this must start here, you can TRAIN a monkey to intubate, but can you EDUCATE it to make clinical decisions in crisis? think about it.

Comment by Skip Kirkwood on October 19, 2009 at 7:32pm

BRAVO, Rick and Keliana! The Canadians have done the "everybody is a paramedic" thing with great success. Characteristically, they have been able to get away from the "deficient ego, many patches" individual identity thing to something that works for the collective good. Now HOW, pray tell, can we do that in the US, where individual achievement seems to be king?

Thanks for the great thoughts and analysis!

Comment by Keliana on October 19, 2009 at 7:18pm

ONE PROFESSION, ONE TITLE.
I have to agree with Rick Callebs on the topic of titles. Having been in EMS since the inception of "Paramedics" in the 70's and as a full time police officer, I've seen (as all of you have) the confusion of "EMT" vs. "Paramedic". To this day, many of the general public have no idea what an "EMT" is, but most have a basic knowledge of what a "Paramedic" is.

Uniforms are designed to distinguish a particular profession and a title to go with the occupation. Uniform colors may vary from jurisdiction to jurisdiction, but the title, be it "police officer", "sheriff", "firefighter", are all the same. It is for the sake of the general public to readily identify the personnel assisting them.

The display of different levels of certification is inconsequential to the public who is seeking assistance. What's most important is that the person has “distinct” (presenting a clear unmistakable impression) title that is easily identifiable to most people.

All the different labels only creates a schoolyard mentality of social class that is counter productive to the hierarchy order in the EMS profession. EMR, EMT-B, EMT-I, EMT-P, PHTLS, ACLS, MICP, etc...you get the picture. Displaying an array of titles only confuses the public more and creates an even greater identity crisis in EMS.

Nurses and Physicians have different levels of certifications, but they all have a common occupational title, be it “nurse” or “physician”.

In law enforcement there different levels of certification from the POST commission (Peace Officer Standards and Training). Basic, Intermediate and Advanced but we are all "Police Officers".

Our police tactical Medics are just that, "Medics". We don't display whether we are BLS, ALS, EMT-B or Paramedic. The only distinction on our uniform is "Medic", to identify the EMS personnel.

Clearly a common title needs to be in place to create less confusion, create a more uniformed profession and a common title for all EMS personnel to take pride it.

Comment by Rick Callebs on September 29, 2009 at 1:03pm

I just found this group, and I have thoroughly enjoyed reading the posts that have been contributed so far. As far as "branding" (if that's the right word to use), I'll offer several thoughts:

I think we all ought to be "paramedics". Combine the EMT-A, EMT Basic, Advanced EMT, EMT Intermediate, EMT-I 99, MICP, EMT-P, et al. in to one classification, with a numbering sequence attached to licensure. The public knows what a Paramedic is and does. I believe Canada (not sure if its provincial or national up there) uses this designation and it works well for them. The "paramedic" moniker is similar to "nurse", "doctor", "x-ray tech", "attorney", "police officer", "firefighter", etc. Generic yet descriptive and instantly recognized.

This may be a bit more controversial, but I'd like to see the phrase "Emergency Medical Services" and the abbreviation "EMS" restricted to 9-1-1 services. Dialysis trucks and wheelchair vans are not Emergency Medical Services. Interhospital transfer ambulances are not Emergency Medical Services. I would prefer to see "Ambulance Service", "Medical Transportation", or "Mobile ICU" used instead. Private security companies cannot identify themselves as the local police department, even if they're certified to carry a handgun and make arrests on private property.

There are a lot of things that need to be accomplished, but these two things would be a start to creating a specific public image. Clarify the job title and differentiate between all the types of ambulances and transportation services available out there, and be consistant on a national level.

Wishful thinking, I know ...

Comment by Michael C. Ulrich on September 16, 2009 at 12:13pm

Hello all!

Picking up on this thread, I'd say that EMS's problem is it's institution...or lack thereof.

Nursing...Medicine (doctors), police officers, fire fighters, even the individual military branches...all have been around much longer than EMS.

Close your eyes and picture what a typical individual from each branch might look like. It's not hard at all...until you get to EMS. There is no typical vision for an EMS provider. I am still called an ambulance driver...and not just by the general public either. Nurses, doctors, police officers, and fire fighters (to a lesser extent) are all guilty of providing that description in my presence.

We are a bastard child of two branches...medicine and public safety...we belong to both and, at the same time, neither.

We have a symbol to rally around, but that is it. We have no national office. We are a part of the DOT and NHSTA for God's sake!

Until pubic and professional perceptions change, I'm afraid that we'll just have to wait for a hundred years. Personally, I believe we need to work on the other professionals. Once we become professionals in their (nurses, doctors, police, fire and military) eyes...that will pave the way for our elevation to the same respected level.

Comment by Janet Smith on September 14, 2009 at 5:07pm

Bravo! Great Video John. I will send it about. It's that good!

Comment by John Dillon on September 9, 2009 at 9:41am

Just wanted to share with you the latest video from Woodbury Public Safety. This video was done totally in with the music being performed by our Public Safety Director Lee Vague and his 11 year old son. The video got a standing ovation at the annual Public Safety Dinner. Particularly proud of this video. we are starting to take these videos very seriously to help promote the department.

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