At the bedside of an 80-year-old woman with a fractured hip, I learned my first lesson in marketing. As my crew-clad in bunker pants and T-shirts emblazoned with the word "fire"-began treating the woman, the local private ambulance crew entered the opposite side of the room. They were dressed in crisp uniforms complete with a badge, nametag and certification patches promi-nandy displayed. After just one glimpse, die woman rolled toward the ambulance crew and largely ignored what we were doing. Why? I believe it was the uniform.
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