This column, which appears occasionally, focuses on issues of rural and frontier EMS.

     "Let's see - should I focus my energy on getting the ambulance out the door with two people in a reasonable amount of time, or on collecting business and patient care data?"

     Each day the leaders of rural ambulance services face an overwhelming number of challenges. These challenges range from recruitment and retention to a lack of financial resources. A compounding factor is that many such leaders are themselves volunteers. Besides working full-time outside the ambulance service and having a full-time commitment to family, rural ambulance leaders contribute countless hours ensuring their services are compliant with local, regional and state regulations. Then supplies need ordering, call schedules need filling, and continuing medical education needs coordination, among other unending requirements. With such imposing problems, limited time and an overwhelming number of things to do, data collection is often at the bottom of these leaders' to-do lists, if it's even there at all. But ironically, data may be the solution to many of their challenges.

Data Helps Meet Needs
     Three of the most important customers of rural ambulance service leaders have specific needs. Patients want three things from their ambulance services: timely response, friendly service and reasonable cost. Meeting two of the patients' needs requires data; the other requires another of the leader's customers: great staff. Great ambulance staff want efficiency, and efficiency demands automation. Funders want to know community impact, and demonstrating impact requires information.

     Ignore these customers, and you've chosen a road to perdition.

     Data and automation empower leaders, allowing them to satisfy customers by making better decisions faster. Demonstrating the difference you make can lead to increased financial resources and decrease the time required to manage day-to-day operations. One way data helps the leader make better decisions quicker is by providing evidence-based information he or she can rely on instead of experience or gut instinct. Automation can make that data more easily available.