EMS Leaders Outraged at Blue Cross/Blue Shield TV Commercial

November 2004, NAEMT-The National Association of EMTs (NAEMT) is speaking out about the airing of a television commercial by Blue Cross/Blue Shield

(BC/BS) that insults the professionalism of paramedics and emergency medical technicians (EMTs) and discourages people from calling for life-saving help in the event of an emergency.

The commercial, which has played on TV for more than a year in several markets across the nation, features an ambulance stopping at an ATM. An injured man with a splint on his lower leg hobbles unassisted from the ambulance to an ATM. "Excuse me, what's a fractured fibula gonna cost?" he asks. "14 grand," a paramedic replies. The paramedics are portrayed as uncaring, bored and concerned only about money. The voice over at the end of the commercial says, "Don't get caught uninsured. With Blue Cross of Missouri, you could be covered for about $83 a month."

"This commercial does a grave disservice to the public and insults the hard-earned professionalism of emergency medical services (EMS) workers everywhere," said John Roquemore, immediate past president of NAEMT, on behalf of the oldest and largest member association that speaks for the nation's 870,000 paramedics and EMTs.

"EMS is a vital part of our nation's healthcare system. Every day, dedicated professional EMTs and paramedics across the nation respond to thousands of medical emergencies, ready to provide life-saving care," Roquemore continued. "In medical emergencies such as heart attacks, strokes and trauma, where time is critical, it is vitally important that people have confidence in EMS. "

"A nationally televised image of bored, uncaring, unprofessional EMS workers sends the wrong message and discourages people from calling 911," according to Roquemore.

"In addition, this commercial suggests to the uninsured and poor that calling EMS is a luxury they may not be able to afford, according to NAEMT. In the precious moments surrounding an emergency, EMS professionals do not want people to hesitate to call for help. EMS responds to and cares for everyone during an emergency, regardless of ability to pay. Too often, paramedics and EMTs are called to assist people who have delayed calling for help because they are afraid of healthcare costs. Sometimes, such delays are fatal. An emergency situation is not the place for humor about the high cost of healthcare, " Roquemore said.

According to WellPoint Health Networks, a holding company for Blue Cross Blue Shield the ad is running in Missouri, Georgia, California, Illinois, Texas, Indiana and Nevada. WellPoint is headquartered in Thousand Oaks, California.

NAEMT has requested that BC/BS stop airing this commercial immediately, issue an apology to paramedics and EMTs and seek to remedy any damage caused by this commercial in the markets in which it has aired.