Name: Roy Berger

Title: President and CEO

Company, city: MedjetAssist; Birmingham, Ala.

Number of employees: 26

Recent project: I organized my 60th birthday party, dubbed “60 for 60,” with 60 people in attendance, from elementary school friends to present-day colleagues and family. It was touching to see all my years come to life as my worlds collided: first crush, first high school girlfriend, my wife, kids and parents in the same room.

First job: Summer camp counselor

Little-known fact about you: Every January, I go to major league baseball fantasy camp, where I play ball for a week with other balding, paunchy, out-of-shape guys and ex-major leaguers (some of whom are in worse shape than I am).

Your Business

Essential business philosophy: Hire those who know more about their job responsibilities than you do. This puts you in a position to counsel and suggest, not dictate.

Best way to keep a competitive edge: I strive to be open, honest and fair with both our members and our employees. At the end of the day, a high-road approach will always be rewarded.

Yardstick of success: Turning in better numbers and a better performance organization-wide than the previous year. Knowing that in all cases we did the right thing for members and for our ownership.

As a Traveler

What is the most important item you take when traveling? Workout clothes

How you spend your time on board? Reading and catching up on periodicals, which seem to amass

Favorite restaurant in the world: Joe’s Stone Crab, Miami Beach

Favorite destination: London and Maui

About Your Brand

What can travelers expect from MedjetAssist?
We honor our commitment to our members.

What makes MedjetAssist different from travel insurance companies?
We do not offer an insurance policy but rather program membership. We are a “hospital of choice” program: Our members who meet transport criteria tell us where they would like to be moved for the balance of their in-patient stay. This is different from programs that use the closest appropriate medical center, in which the program, not the individual, is in control.

What is the most challenging aspect of attracting new members?

The most challenging part of this niche business is helping people understand the benefit of membership and overcoming the “It won’t happen to me” syndrome. It may not, but we know firsthand it happens to someone almost every day of the year, so why not have the protection in place?