The Business of Training in the New Normal

Can we save lives AND protect the bottom line?

There is no commercial enterprise in the world untouched by the global COVID-19 pandemic. It has changed the course of retail, disrupted hospitality, changed the perspective on entertainment and put manufacturing and processing in the spotlight. CPR training is not immune from the tumult of the times, and its business leaders have been forced to adjust in new ways.

The current environment has altered the very foundation of training. Training center operators are having to balance the science, the goodwill and mission of teaching CPR, with running the business of CPR. More than ever it’s critical to figure out how to keep saving lives, while at the same time protecting business during an historical economic contraction.

Some training professionals have flourished throughout the years because they’re entrepreneurs at heart (pun very intended) and have figured out the business of CPR. Their years of managing up-and-down markets and economies create a well-worn playbook for others looking to follow their example in uncertain times.

Make Cashflow a Priority

Collecting money is part of doing business, but during times like now it’s downright tough. But necessary to survive.

Sales are important, and your prospect and customer pipeline should remain a major priority. Commitments and closed deals matter little though if you do not have mechanisms to ensure you are getting the right amount of cash in the door to pay vendors, staff and future creditors. If your training business revolves around individual students, recurring credit card payments may eliminate this concern with payment captured on the spot.

Those training businesses that rely on larger corporate or hospital contracts with net terms, may be sweating the cashflow game a little more. While your collections philosophy should reflect some sense of empathy, your business is that of training – not of financial lending.  You deserve the monies owed for the service rendered.

Maintaining a flow of incoming revenue (more importantly cashflow) while maintaining customer relationships is definitely an art form, but it can be done! Preserve your long-term goals while working with your customers to create a “win-win” scenario like:

  • Asking your late-paying client to commit to a payback plan. This empowers them for resolution, keeps the relationship intact, and keeps cashflow in a good place.
  • Offer a “10/2” arrangement. Offer customers an extra 2% discount for paying their terms balance in 10 days versus the typical 15-30-45-60 days for terms.
  • Don’t wait for a customer to generate a balance. By addressing problem accounts earlier in the payment cycle, you can avoid a costly confrontation, maintain your own cash flow and keep your customer happy.
Managing Inventory with a Digital Focus

The “new normal” of training – regardless of the organization you support – will most likely require more equipment to accommodate the same number of students. In this uncertain time, that may mean an extra investment in baseline products like manikins. Training business leaders can help offset that increased need for physical equipment by more fully leveraging digital offerings, such as authorized eBooks and digital manuals.

The digital shift may represent a change in your business model. Your classroom may have always been one of physical books and cards. Today’s circumstances will continue to see a downward trend in the use of shared materials in a classroom setting, such as evaluation sheets or even sign-up sheets. By fully integrating all the digital products that could replace any physical elements, your training business can save money by not stocking costly materials, time by not awaiting shipments and peace of mind by eliminating one more tangible surface in your classroom.

Continue Marketing

Marketing budgets are often the first to get the axe in an unfriendly economy. While it may be prudent to adjust spending to meet expected demand, never stop marketing altogether. The reality is that sudden cardiac arrests will not stop. Neither will the need for community members and healthcare professionals to know and understand CPR. It’s times like this you want to be intentional about staying in front of people:

  • Easily scaled marketing tactics include email campaigns, social media advertising and search engine marketing (SEM). Consider pulsing activity at the end and beginning of the month, which is a time when students need to re-take their classes to stay current.
  • Re-tool your targeting to attract specific audiences during certain times of year. Your customer should never be “everyone.” Instead of casting a wide net, double down on important customer groups.
  • If your business relies on content marketing to attract customers, consider re-negotiating with your content provider for new marketing calendars that provide you with 1-2 blogs per week instead of 4-5. In that vein, look for opportunities to create bite-sized pieces of content from longform articles or videos to satiate interested customers.
    • On the flip side, if you enjoy creating content around CPR, you can find yourself an in-demand author of white-labeled articles and videos. Market yourself to other training businesses since they can use your creativity for better Google and Bing visibility – and increase their chances for pageviews and conversions.

The business of training CPR is a noble one. It is filled with professionals who are juggling the burden of everyday operations (people, cash and logistics) with the bigger mission: Saving Lives through CPR. There is no clear plan or map for survival in this business climate, but getting back to the fundamentals of business can help ensure there is a future for you and this industry that relies on you.

Rescue Randy manikin by Simulaids

This Rescue Randy Casualty Care product and Casualty Care Rescue Randy Product Guide will highlight all the main components​ and features​ of the rescue randy CC and explain the following: 

  • What it can be used for (Rescue Randy Training) 
  • Everything that is included in it 
  • Casualty Care Rescue Randy Product Guide 
  • Casualty Care Rescue Randy Features 
  • How to set it up and other details 
  • Table of Contents – ​​ 
  • ​​​What is a Casualty Care Rescue Randy manikin?​​ 
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John C. Amato of WorldPoint ECC: 5 Ways to Provide a WOW Customer Experience

Kristin Marquet
July 27, 2020

Treat your employees better than you treat your customers. Your employees will pass on that sentiment to the customers and make them feel as valued as they feel, it’s a cycle. It all starts internally. The most important thing here is to create a workplace where you employees want to come into work each day, where they thrive and have a desire to contribute their best work. Creating a sense of autonomy and independence helps further this — TRUST! Recognizing achievements also plays a big role here as well — take the small “wow” moments and celebrate them. This continues the cycle of employee pride as it relates to good customer service — aka a job well done!


As part of my customer service interview series, I had the pleasure of interviewing John C. Amato, President and CEO of WorldPoint ECC, Inc. WorldPoint helps its customers deliver the highest quality of healthcare training through the marketing, sale, and distribution of the products and programs from organizations such as the American Heart Association (AHA), American Academy of Pediatrics and the National Association of Emergency Medical Technicians throughout the U.S., Latin America, and the Middle East.

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Advanced Simulation Technologies Benefiting Military Medics | WorldPoint

Advanced Simulation Technologies Benefit Military Medics, Save Lives in Combat, and Open Doors for Film and Game Creators

Advanced simulation technologies are becoming the hottest production medium outside the film and gaming industries. Therefore, job opportunities are growing for designers, 3D modelers, programmers, scripters, and others who bring realism to interactive products. They are producing advanced VR, AI, robotics, and responsive manikins to create realistic combat scenarios. In these immersive environments, military medics experience combat stress and fine-tune responses that will help them save lives.

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Which First Aid Kit is Right for You? | WorldPoint

Which First Aid Kit is Right for You? WorldPoint Experts Talk Options

Are you investing in a first aid kit? If so, you are probably wondering which first aid kit is right for you.

You are not the first to struggle with this decision, say the CPR and first aid training experts at WorldPoint. There are dozens of options on the market, and for good reason. Many unique situations would require the need for first aid. Understanding your unique needs and situation will help you decide.

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AED Training Critical as Required AED Deployment Grows | WorldPoint

AED Training Critical as States Require Broader Deployment of AEDs

AED training and guidelines are a critical aspect of the multi-faceted approach the American Heart Association is taking to meet the demands of the increasing numbers of people training to save lives using AEDs, or automated external defibrillators.

As of September 2017, 39 states passed legislation mandating Bystander CPR and AED training in grades 9-12. Upon examination of those 39 states, a report from the American College of Cardiologists stated, “researchers found that 77 percent require AED training and 75 percent specify that CPR training take place during a specific class, typically health class.”

Each year, more than 250,000 Americans die from sudden cardiac arrest. But today, new AEDs and rapidly improving technology make it possible for trained non-medical personnel to treat a person in cardiac arrest. An AED can guide the user with both audible and visual prompts. The user does not have to make any judgment calls or decisions about the patient’s condition. The AED does it all.

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ECG Simulator Training and Practice Benefits Healthcare Practitioners

ECG simulator practice saves lives. Ask Gary Logan, a writer for Johns Hopkins Medicine News & Publications. In May 2017, Logan published a story about a pediatric resident that resuscitated a critically ill, 10-day-old neonate, a situation the resident had not previously encountered at the community hospital where he was assigned.

His work with the baby impressed the pediatric ICU team at Johns Hopkins Children’s Center. The resident credited the resuscitation simulation training received three weeks earlier at Johns Hopkins Children’s Center.

The Case for ECG Simulator Practice, Training, and Testing

The results of a recent study published in January 2018 on post-surgical cardiac nursing further reinforces the success of simulator learning. According to Aorn Journal, A recent study conducted by The Robert Wood Johnson Foundation, the Carnegie Foundation for the Advancement of Teaching, and the American Association of Colleges of Nursing has recommended simulation to bridge the gap from student nurse to practicing nurse [1].

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CAE Healthcare Making Ventilators

WATCH VIDEO ON LINKEDIN

“At #CAE, we always say that #innovation is in our DNA. With the covid-19 crisis impacting everybody’s life, a CAE team has sprung into action to create a ventilator. We have tested it on our healthcare simulation mannequin. We are ready to collaborate with other companies to secure the sourcing of components and manufacturing of this ventilator or to collaborate on other ventilator designs.”

(CNN) CPR has improved, here’s what to do (and sing) to save a life

By Sandee LaMotte, CNN
Updated 4:34 AM ET, Mon March 9, 2020
Source Article

(CNN) It only takes two hands to save a life.

Your two hands, pushing strongly on the chest bone in a regular beat, can take the place of a heart that has stopped.

In essence, you become the heart, pumping valuable oxygen-rich blood to the brain and all of the vital organs, slowing the countdown to death.

“The chance of survival goes down by 10% for every minute without CPR,” said Dr. Comilla Sasson, vice president of the American Heart Association’s Emergency Cardiovascular Care department. “It’s a 10-minute window to death in many cases.”

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AHA SCIENTIFIC STATEMENT: Sudden Cardiac Arrest Survivorship

A Scientific Statement From the American Heart Association

Download the statement here.

DALLAS, Feb. 12, 2020 — More people are surviving sudden cardiac arrest thanks to improved systems of care during and until hospital discharge. However, systems of care after hospital discharge, when many sudden cardiac arrest survivors are known to suffer from physical, cognitive and emotional problems, are lacking and need to be addressed, according to “Sudden Cardiac Arrest Survivorship: A Scientific Statement from the American Heart Association,” a new statement published today in the Association’s flagship journal Circulation.

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