A Brief resume of my recent career and consultation involvement around I.C.E (as founder) and requests to assist start up companies especially around innovation in the Health 2.0 arena.

1. East of England Ambulance
NHS Trust
Duty Ops Manager
Primary Care

2. Hi
My name is Bob Brotchie, a Paramedic from the United Kingdom who, in 2005,
launched the ICE initiative whereby I asked mobile phone owners to add an I.C.E
contact to their phones address book to try to help emergency responders quickly
confirm the identity of a casualty by contacting their loved ones (when the casualty
could not communicate for themselves). This also had the benefit of establishing
previous medical history, allergies, etc while allowing early repatriation with the
casualty’s loved ones.
The initiative has found acceptance by the global emergency community and has been
an outstanding success. I would like to take this opportunity to thank everyone who has
supported and promoted the idea. Why not Google “ICE – Bob Brotchie” to see some of
the stories, uptake and support? It also has its own ‘wiki’!
I would love to hear if ICE has worked for you, and in what circumstances.
I have heard anecdotal evidence where ICE has played a positive part in treatment, and
of where the patient could not be saved but where ICE has nonetheless given some
peace or understanding at the most desperate of times. But now I would like to try to
document any evidence that can be provided.
It is great to advise that cellphone firmware is now being provided at source with ICE
already in place in the contacts area of the phone!
If you have a story, I really would love to hear from you. Any information would be
greatly appreciated.
Best wishes.
Bob Brotchie (Paramedic)
East of England Ambulance Service NHS Trust – Email bob.brotchie@gmail.com

3. Web 2.0
 TC50 attendee-San Francisco 2008 with 911ice.org
Health 2.0
 Prosperity Living, Red Cross Circle, Med-ID & ICEContact.com
Media
 Multiple global exposures to world press, TV, Web & Radio
Pre hospital
 17 years experience of emergency medicine exposure including
ambulance, rapid response units, helimed crew and emergency & primary care staff and
systems management
Sales & Marketing Over 25 years experience for a wide range of products and services


6. Telemedicine, Telehealth & Health records
Prosperity Living International is the initiative of a group of international healthcare professionals. They are committed to
finding and providing solutions within the disarray of current healthcare systems. With a wealth of knowledge and years of
experience and research, Prosperity Living International has developed a secure and extensive data system to support the
three key products featured here in this brochure. www.prosperityliving.com Prosperity Living International is pleased to
introduce a new and revolutionary yet easy to use medical program that offers security and peace of mind to everyone -
any sex and any age - from homebodies and travellers to busy business executives on the move.
In a medical emergency help first responders help you.
Should you ever be unfortunate enough to be involved in a serious accident you can be prepared to assist first responders
with the critical medical information they need in order to treat you as quickly as possible.
With redcrossCircle you will hold all the information they need on your mobile phone, such as blood type, allergies, medical
conditions and current medication, as well as your emergency contact details.
www.redcrosscircle.com
Be in control of your complete medical history and provide physicians with all the information they need to help you.
Don’t get sick without it!
medID enables you to collate and update your own medical records to ensure that each physician and specialist you see has a
complete picture of your health care to date. In turn, this enables the physician or specialist to consider possible illnesses and
treatment much more quickly – giving optimum care.
In addition to this, attending emergency responders will be able to administer live saving care immediately because they will
have your full medical history on hand – right through your mobile phone via the internet.
www.my-medid.com
Overcome the problems of getting to see a physician – with online consultations, where ever you are in the world.
transglobalMD is a safe and reliable online system where you can consult with a physician from your own home, office or
while overseas. Your physician is able to see your complete and up to date medical history for consideration in your current
medical state.
Users are able to provide the physician with vital signs using easy to use medical monitors, with the results being sent
through immediately within the highest security internet portals.
www.transglobalmd.com

7. news.bbc.co.uk/1/hi/england/4674331.stm
www.cbsnews.com/stories/2005/07/26/earlyshow/main711715.shtml
en.wikipedia.org/wiki/In_case_of_emergency
www.southernnorfolk-pct.nhs.uk/documents/ICE%20USA.pdf
sheriff.org/search/index.cfm?SiteSearchFormSearch=brotchie&x=1&y=1
www.britishparamedic.org/news/icewww.ruggedelegantliving.com/a/003720.html
www.ericsson.com/solutions/operators/news/2006/q3/20060721_ice.shtml
www.vitaliandesign.com/icecontactusa/aboutice.html
Vodafone launch annual life savers awards with national 'ICE ...
Paramedic Bob Brotchie approached his bosses at the East Anglian ... Vodafone is now inviting all emergency services to promote ICE in their area as part of ...
www.vodafone.com/.../news/local_press_releases/uk_press_releases/2005/press_release18_04.html - 19k - Cached - Similar pages - Note this
Known as ICE (In Case of Emergency), it involves a mobile user ... Such was the case in the UK for East Anglian Ambulance team leader Bob Brotchie. ...
www.saferinternet.org/ww/en/pub/insafe/news/articles/0705/uk.htm
'ICE' Cell Phone Plan Would Help Rescuers
18 Jul 2005 ... Cell users are being urged to put the acronym ICE -- quot;in case of ... The idea was conceived by Bob Brotchie, a clinical team leader for the ...
www.washingtonpost.com/wp-dyn/content/article/2005/07/17/AR2005071700879.html
ABC NewsRadio: wordwatch, ICE numbers
The quot;ICE numberquot; idea is the brain child of a British paramedic named Bob Brotchie, who was worried about those accidents where the victims were unable to
...
www.abc.net.au/newsradio/txt/s1713195.htm
Macmillan English Dictionary Resource Site – New Words – ICE number
The ICE number is the brainchild of British paramedic Bob Brotchie, employed by the East Anglian Ambulance NHS Trust. In the course of his experience, ...
www.macmillandictionary.com/New-Words/050808-ICE-number.htm
Borneo Bulletin Opinions
ICE is the acronym for the 'In Case of Emergency' and Bob Brotchie's idea is to have people make and store ICE numbers in their mobile phone's phonebook. ...
www.brudirect.com/Happenings/BBOpinion07092005.htm
USATODAY.com - In case of emergency, put your cell on ICE

8. 15 Aug 2005 ... Bob Brotchie, a Cambridge-based paramedic for 13 years, ... She programmed ICE into her phone, noting that it's better than
other forms of ...
www.usatoday.com/tech/wireless/phones/2005-08-15-ice-cell-phone_x.htm
Spring's here, so put some ICE in your cell phone at Stephenson ...
21 Mar 2008 ... It’s a project started by British EMT Bob Brotchie (there’s now a commercial site dealing with ICE TM services, as well) that
has spread ...
stephensonstrategies.com/2008/03/21/springs-here-so-put-some-ice-in-your-cell-phone/
Diabetes - Put ICE in your cell phone
15 Oct 2007 ... quot;Originally established as a nation-wide campaign in the UK, ICE allows ... paramedic Bob Brotchie and was launched in
May this year. ...
www.healthcentral.com/diabetes/c/110/14956/put-ice-cell-phone/
The City of Calgary: ICE
Recently, an initiative called quot;ICEquot; – In Case of Emergency – was launched in the United Kingdom. The concept was created by Bob
Brotchie, an East Anglian ...
content.calgary.ca/CCA/City+Hall/Business+Units/Emergency+Medical+Services/News/ICE.htm
www.dpc.vic.gov.au/.../35504bc71d3adebcca256cfc0082c2b8/4c8bea990b89601dca25708500026fdf The ICE campaign gets official support
in Australia
29 Jul 2005 ... ICE was the brainchild of Mr Bob Brotchie, a clinical team leader for the East Anglican Ambulance NHS Trust. He developed
the idea after ...
www.geekzone.co.nz/content.asp?contentid=4930
City of Georgetown, Texas ::
11 Aug 2005 ... The ICE contact idea came from Cambridge paramedic Bob Brotchie, who was aware that most accident victims do not
carry next-of-kin ...
www.georgetown.org/news/news.fullstory.php?id=292
Is ICE as Simple as It Sounds? — (EMSResponder.com)
ICE is the brainchild of Bob Brotchie, a paramedic with the East Anglian Ambulance NHS Trust. An acronym for ―In Case of Emergency,‖
it is a designation ...
publicsafety.com/article/article.jsp?id=1693&siteSection=16
Media Release: MOBILE PHONE EMERGENCY SYSTEM A POTENTIAL LIFESAVER
Earlier this year Telstra sent text messages to more than seven million customers to help boost awareness of ICE. The idea was conceived by
Bob Brotchie, ...
www.dpc.vic.gov.au/.../35504bc71d3adebcca256cfc0082c2b8/4c8bea990b89601dca25708500026fdf!
City of Miami - Department of Fire-Rescue
According to the East Anglian Ambulance Web site, Paramedic Bob Brotchie, ... Brotchie suggested that individuals add the entry quot;ICEquot;
with the phone number ...
www.miamigov.com/Fire/pages/AboutUs/Default.asp

9. www.cbsnews.com/stories/2005/07/26/earlyshow/main711715.shtml
en.wikipedia.org/wiki/In_case_of_emergency
http://www.ericsson.com/solutions/news/2006/q3/20060721_ice.shtml
The ICE number is the brainchild of British paramedic Bob Brotchie
www.macmillandictionary.com/New-Words/050808-ICE-number.htm
Media Release: MOBILE PHONE EMERGENCY SYSTEM A POTENTIAL LIFESAVER
Earlier this year Telstra sent text messages to more than seven million customers to
help boost awareness of ICE. The idea was conceived by Bob Brotchie, ...
www.dpc.vic.gov.au/.../35504bc71d3adebcca256cfc0082c2b8/4c8bea990b89601dca25
708500026fdf