EMS World

OCT 2018

EMS World Magazine is the most authoritative source in the world for clinical and educational material designed to improve the delivery of prehospital emergency medical care.

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EMSWORLD.com | OCTOBER 2018 11 For More Information Circle 15 on Reader Service Card tions, then the organization's brand (ser- vice) image will begin to suffer, harming the department's identity. Maintaining a Positive Brand Just as with clinical care, organizational leaders must routinely monitor service out- comes and continuously adjust and improve to enhance brand awareness. This can be achieved by: • Emphasizing the mission and vision that define the organization's identity; • Interviewing patients and family mem- bers to gather feedback and adjust or improve the service; • Conducting patient surveys (by mail, by telephone, or preferably in person); • As an organizational leader, observing the level of service being provided by spend- ing time with EMS crews; • Working with external stakeholders such as physicians, emergency department per- sonnel, and vendors, and seeking feedback as to how the organization can improve; • Quality management reviews of EMS service delivery from all levels; • Marketing the organization's product or service. Marketing the Brand Leaders must empower their personnel to continuously deliver and market the orga- nization's brand. This should be part of the brand management plan. A logo can be a useful visual representa- tion. Logos should be simple to read and clearly define their company's type of busi- ness. Similarly, taglines should be simple and short and should clearly articulate a positive message about the organization's identity. Some good examples include "Just do it" (Nike), "Just plane smart" (Southwest Airlines), and "I'm lovin' it!" (McDonald's). If leaders don't promote their brand, it will be difficult for their organization to main- tain a positive identity. Any department's identity is complemented by the success of its brand. Closing Look at surrounding agencies and ask your- self, Does my organization stand out? Does your organization provide a service that is superior or somehow different from your competitors? The goal of every organi- zation is to be recognized by internal and external stakeholders as providing superior service, adding value, and exceeding cus- tomer expectations. It is important to benchmark your organi- zation against successful organizations that do a great job of promoting their identity and brand. All members of the organization must continuously demonstrate why their brand is superior to other EMS providers' and why community and council members should support their organization. ABOUT THE AUTHOR Orlando J. Dominguez, Jr., MBA, RPM, is assistant chief of EMS for Brevard County Fire Rescue in Rockledge, Fla. He has more than 30 years of EMS experience and has served as a firefighter-paramedic, flight paramedic, field training officer, EMS educator, and division chief. ENHANCED LINE OF SIGHT VIEW Allows for an excellent straight line of sight view with 360 degree maximal illumination. EASY TO USE Provides the ability to intubate the patient when awake in trauma situations. PATENTED LIFESAVING TECHNOLOGY Gives the user the best chance of intubating patients in any situation, in or outside of a hospital. A Simple and Effective Device to Secure the Airway www.adroitsurgical.com Visit at EMS World Expo booth 1024 ® DESIGNED FOR EMS AND COMBAT MEDICS You could save a life with a Vie Scope ®

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