TEN TIPS to Trigger More Flight Requests

[Guest guest]

TEN TIPS to Trigger More Flight Requests

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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

& Jerry Porras) and GOOD TO GREAT; WHY SOME COMPANIES MAKE THE

LEAP.AND OTHERS DON'T (Jim ). You will vastly improve your program

and our industry.

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