Ah, Safety Culture - the elusive leveler of playing fields! The macro beginning. I agree! But what is it, and where to start? I'd start at the CEO level, and at the historical beginning of HEMS to start injecting some sanity.
My three cents:
First, I'd get the word Emergency and all its conotations out of the equation and simply call HEMS/HEMES, whatever, HPT - Helicopter Patient Transport.
Secondly, I'd get the adrenalin out of medical crews and pilots - it seems some of them thrive on "feeling the rush" of adrenalin they excitedly invoke while rushing to the helicopter "to save a life" (noble stuff, no dispute) after the bells go off .
Thirdly, I'd replace the invocation of adrenalin with well paced and simple good old aviation professionalism, just like practiced in operations that don't have accidents at the rate HEMS does.