Helicopter EMS in the US is at a crossroads. On the one hand, hundreds of lives are saved and patient outcomes are improved every week by the outstanding work of our crews. However, the industry is not properly incentivized to maximize aviation safety, clinical quality, or appropriate utilization. While the average citizen understandably believes that a helicopter is a helicopter and a HEMS crew is a HEMS crew, in reality aviation and clinical capabilities vary widely.Bill Hinckley is an experienced flight physician, ER and EMS doc, HEMS medical director, educator, researcher, and leader. His passion for air medicine dictates that he will continue to work as a flight physician until he is physically no longer able. He is absolutely committed to maximizing aviation safety and clinical quality in HEMS, not only at home at Air Care & Mobile Care (UC Health - University Hospital, Cincinnati), but at the state, national, and international levels as well. The critically ill and injured patients we are privileged to serve deserve maximally safe, world class care.Specialties: Helicopter EMS, Critical Care Transport Medicine, Emergency Medicine, EMS