June 2013
| Business World Magazine | 87
vice. We don’t look at the people we trans-
port as patients, we look at them as custom-
ers, and customers have the right to good
service,” says Red. Good service, he says,
means staff must always be prepared to do
the right thing at the right time. “We do the
right thing always, and then we worry about
what it costs,” says Red. “If you have a relent-
less pursuit for doing the right thing, the fi-
nancial reward or justification for doing so
will always pan out in the end, it may take
a while, but we worry about doing the right
thing before we worry about what it is going
to cost us.”
To put that in proper perspective, Red ex-
plains that unlike hospitals which generate a
line item invoice of all services rendered in
their providing of patient care, in the ful-
filling of emergency medical care, whatever
resources are expended in the course of an
emergency call is simply the cost of doing
business. He says some operations take a
thinner approach on a transport. For exam-
ple, if the ambulance team knows that the
