ISSUE 8
EXERPT FROM: THE BOOK OF OUTREACH FOR HEALTHCARE; How to Grow Revenue by Astonishing the Right Customers Consistently
In the early days of our company, when John Chamberlin and I were first training flight crews, we’d pose the following question at the beginning, “Who pays your check?”
Now keep in mind, members of flight crews are universally smart and accomplished aviation, maintenance, Comm Center and emergency / critical care professionals. The typical response would be, “Payroll.” We’d ask again, “Who pays your check?” Next often, “Finance.” Again , “Who pays your check? A favorite, but now with some sense of frustration (if not anger) , “Our CEO!” We’d pause, and a stare-down would ensue. Then either John or I would clarify, Who pays your check? (pause) THE CUSTOMER PAYS YOUR CHECK.
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The E.D. Physician’s Group, The Fire Department, The Hospital CEO… without customers, no flight requests happen, no billing happens, no funds come to the organization and no paychecks get earned and paid. THE CUSTOMER PAYS YOUR CHECK.
Whatever your line of healthcare business, the same message applies. In Air Medical Transport, our Master Metric is flight requests, as these trigger revenue. You can customize this message based on your customer ecosystem.
For non-healthcare business owners/operators or non-entrepreneurs, a large number of healthcare employees really do believe that their organization pays their checks. To help craft an “Owner’s Mind-Set,” the WHO PAYS YOUR CHECK message can help.
All credit for this message goes to Elaine and Norm Brodsky. Many years ago, I read in Inc. Magazine a story about their company and how they had a struggle with some complaints about how some customers were being treated.
The article pointed out that Elaine called all the employees together and asked the question, “Who pays your check?” Of course, many would have thought or responded, “You and Norm – the owners.” Elaine clarified, “Our customers pay our checks!” That profound insight and message STUCK! It sure stuck with me and has for several decades. In my work with all sizes, types, and complexities of organizations, I have shared this story and this crucial message. Ultimately, our customers pay our checks! Thanks, Elaine and Norm.
To learn more about the book, the online course, and the Healthcare Outreach Practitioner LEVEL I Credential go to thinkthroughtools.com or email [email protected],
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Richard M. Obertots, MBA, NREMT-P (ret.) is CEO/Drummer of ThinkThroughTools, LLC. & OutreachU, ltd., based in Canfield, Ohio, USA. He has 45 + years’ experience in EMS, air medical transport and critical care healthcare. He began as a Nationally Registered Paramedic, then Hospital EMS/Trauma Coordinator and Financial Analyst. Rich has instructed full-time at the University level and been a non-stop business creator and owner for more than five decades. He and his companies have operated in nearly every state of the USA, and he’s had numerous healthcare business endeavors throughout Australia and Canada. All of these involved designing and implementing healthcare Outreach Operating Systems, methods and supporting software.
He is the author of THE BOOK OF OUTREACH for HEALTHCARE; How to Grow Revenue by Astonishing the Right Customers Consistently, the newest edition scheduled for limited release later in 2025. He can be reached at [email protected] 330.623.5910.
