Learn more about the highlight of the year for ambulance leaders at www.annual.ambulance.org!
Eight hundred words can’t capture every gasp and head-nod, but they can transmit the shockwave Danielle Thomas (COO, Lifeline Ambulance, California) and Carly Strong (COO, Riggs Ambulance, California) unleashed at the 2025 American Ambulance Association Annual Conference.
At the 2025 American Ambulance Association Annual Conference, Royal Ambulance founder Steve Grau delivered a powerful reminder that leadership doesn’t start in a boardroom or budget meeting; it starts in the mirror.
For many of us in EMS, the term “crazy busy” is often thrown around like a rite of passage. It’s shorthand for a culture of overdrive: another shift, another code, another unfunded mandate, another denied claim. But what if “crazy busy” isn’t just a schedule problem — it’s a warning sign?
Recorded June 2025
During the 2025 American Ambulance Association Annual Conference & Trade Show in Lexington, KY, Prodigy’s Rob Lawrence chatted with AAA President Jamie Pafford-Gresham about the 535 Plan and the importance of building relationships with members of Congress.
EMS1 | Gen Z, AI and the loneliness epidemic: The 5-M blueprint to future-proof your EMS crew
Named one of Forbes’ Top Futurists, Heather E. McGowan has advised Fortune 500 boards, high-growth start-ups, universities and governments on how to adapt “at the speed of possibility.” A two-time bestselling author (“The adaptation advantage” and “The empathy advantage”), she specializes in translating big, fast-moving trends (e.g., technological disruption, demographic shifts, AI augmentation) into practical strategies leaders can act on today.
FOR IMMEDIATE RELEASE
Media Contact
Emily Nichols
enichols@ambulance.org
American Ambulance Association to Recognize 2025 Award Winners
Washington, DC—The American Ambulance Association (AAA) is proud to honor the 2025 award recipients at the upcoming President’s Reception, taking place on June 23, 2025, during the AAA Annual Conference & Trade Show at the Central Bank Center in Lexington, Kentucky. These distinguished honorees embody the dedication, innovation, and leadership crucial to advancing mobile healthcare across the nation.
Affiliate of the Year
Partnership of the Year
Distinguished Service Award
President’s Award
Robert L. Forbuss Lifetime Achievement Award
EMS Visionary Award
Special Recognition Award
Board Service Award
Lifetime Membership
About the American Ambulance Association
The American Ambulance Association safeguards the future of mobile healthcare through advocacy, thought leadership, and education. AAA advances sustainable EMS policy, empowering its members to serve their communities with high-quality on-demand healthcare. For more than 40 years, AAA has proudly represented those who care for people first.
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Share your insights with fellow EMS leaders surrounded by the charm and excitement of Lexington’s iconic hospitality featuring world-class dining, bourbon, and horseracing. Speaker proposal deadline extended to January 31!
Share your insights with fellow EMS leaders surrounded by the charm and excitement of Lexington’s iconic hospitality featuring world-class dining, bourbon, and horseracing.
Thank you to Rob Lawrence of Pro EMS, EMS1, and the California Ambulance Association for connecting with #Ambucon23 keynote Anna Liotta and Royal Ambulance’s Steve Grau!
FOR IMMEDIATE RELEASE
Contact:
Amanda Riordan
Vice President, Membership
ariordan@ambulance.org
Washington D.C. – The American Ambulance Association (AAA) is proud to announce the winners of the inaugural Vanguard Awards. The Vanguards honor those who blazed the trail for fellow women EMS professionals, and the 23 winners represent a diverse group of dedicated individuals who have made significant contributions to mobile healthcare.
“We are thrilled to recognize these trailblazers who have paved the way for women in EMS,” said Randy Strozyk, President of AAA. “Their dedication, perseverance, and commitment to excellence have not only elevated their own careers but have also helped to advance the entire profession.”
Lori Burns | National Vice President of Learning, Global Medical Response | Denver, Colorado
Denise Carson | President, Med-Tech EMS | Morrilton, Arkansas
Sherry Carson | President, Monticello Ambulance Service, Inc. | Monticello, Arkansas
Diana Cataldo | Founder/Treasurer, Cataldo Ambulance Service, Inc | Middleton, Massachusetts
Cindy Elbert | President, Cindy Elbert Insurance Services, Inc. | Peoria, Arizona
Linda Frederiksen | Executive Director, MEDIC EMS | Davenport, Iowa
Dia Gainor | Executive Director, National Association of EMS Officials (NASEMSO) | Falls Church, Virginia
Debby Gault | Retired/Consultant, AMR | Waterford, Wisconsin
Dr. Marianne Gausche-Hill | Medical Director, Los Angeles County EMS Agency | Santa Fe Springs, California
Blanche Hill | Co-Founder, Superior Air-Ground Ambulance Service, Inc. | Elmhurst, Illinois
Kristine Kern | Paramedic Professor, San Jacinto College | San Jacinto, Texas
Susan Long | Vice President, Emergency Medical Services, Allina Health EMS | St. Paul, Minnesota
Tracey Loscar | Deputy Director, MatSu Borough EMS | Palmer, Alaska
Pam McBeath | President/ CEO, Balentine Ambulance Service Inc. | Shreveport, Louisiana
Susan McHenry | EMS Director (Retired), State of Virginia | Highlands Ranch, Colorado (Honored Posthumously)
Carol Meyer | Director, Government Relations, McCormick Ambulance | Compton, California
Carol Pafford | Vice President Emeritus, Pafford Medical Services | Hope, Arkansas
Jamie Pafford-Gresham | President/CEO, Pafford Medical Services | Hope, Arkansas
Helen Pierson | Chief Executive Officer, Medic Ambulance | Vallejo, California
Julie Rose | Director of Policy & Advocacy, Superior Air-Ground Ambulance Service, Inc. | Ashtabula, Ohio
Lauren Rubinson | Founder and CEO, MedEx Ambulance Service | Skokie, Illinois
Janet Smith | Owner and President, On Assignment | San Diego, California
Debbie Vass | Chief Administrative Officer, Sunstar Paramedics | Largo, Florida
The Vanguard Awards are presented in collaboration with Women in Emergency Services (WiES), a newly-founded organization dedicated to supporting and advancing women’s careers in the emergency services industry through empowerment, networking, mentorship, and education.
The winners will receive complimentary registration to the American Ambulance Association Annual Conference & Trade Show in Las Vegas on June 26-28, 2023. They will also be recognized at the President’s Reception on the evening of June 27, and their profiles will be featured on the AAA website and social media.
“The Vanguard Awards celebrate the accomplishments of women who have broken down barriers and opened doors for future generations,” said Strozyk. “We are proud to honor their legacy.”
The American Ambulance Association safeguards the future of mobile healthcare through advocacy, thought leadership, and education. AAA advances sustainable EMS policy, empowering its members to serve their communities with high-quality on-demand healthcare. For more than 40 years, AAA has proudly represented those who care for people first.
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From EMS1 featuring AAA Communications Chair Rob Lawrence
What to do about the EMS elephants in the roomOur hosts discuss industry hot topics that will need to be addressed in the future, including the debate about responding with lights and sirensNov 6, 2020
This episode of Inside EMS is sponsored by ImageTrend, the creators of the free mobile app for first responders, CrewCare. It’s time to thrive.In this episode, host Chris Cebollero speaks with guest host Rob Lawrence about his recent keynote address at the American Ambulance Association’s Annual Conference. Lawrence shares his thoughts on his EMS “elephants in the room.” Where should EMS stand on the issue of responding with lights and sirens? Do EMS practitioners need college degrees? Listen to the discussion and join the debate in the comments below.
As part of the Bipartisan Budget Act of 2018 (BBA 2018), the Congress instructed CMS to develop a cost collection system to collect cost and revenue data related to the provision of ambulance services. Ambulance services are defined by federal law to include all levels of emergency and non-emergency services.
CMS is in the first phase of this process. The Congress instructed the Agency to engage with stakeholders before specifying through notice and comment rulemaking the data collection system. By law, CMS is required to specify the final system by December 31, 2019. CMS must also identify the first group of providers and suppliers selected for the first representative sample by that date as well. It appears that the goal is to have the contractor develop a proposal before the 2019 rulemaking cycle which will begin next summer.
To engage with the stakeholders, CMS, through its contractor the RAND Corporation, is reaching out providers and suppliers to learn more about the costs and revenues associated with providing ambulance services.
During the American Ambulance Association’s annual meeting earlier this month, CMS through the RAND Corporation, convened a focus group where they selected several AAA members who were able to talk directly with the contractor. The discussion centered around characteristics of ambulance services that matter for determining costs. The group also talked about how data is currently captured at the state and local levels, as well as how data is tracked within ambulance services. There was also a lot of discussion about the importance of standardizing data elements and not relying upon different state or local definitions, which could confound the data and make it impossible to compare costs across states.
As we have reported previously, it is critically important that the data collected through this process is standardized and reflects the actual cost of providing ambulance services. It is important to make sure that the data is useable not only for supporting the ambulance add-ons after they next expire in 2023, but also to help implement broader reforms and innovative payment models.
CMS is now reaching out to others in the industry. If you receive an email or a phone call from RAND Corporation, please respond.
If you have questions about, or would like assistance with regard to, this project, please contact Tristan North at tnorth@ambulance.org.
We are asking those individuals interested in presenting at the American Ambulance Association’s Annual Conference & Trade Show to respond to our Call for Presentations. DEADLINE EXTENDED – Submissions are due March 1.
This premier event is one of the largest inclusive gatherings of ambulance and pre-hospital care leaders, and features distinct tracks for Operations, Reimbursement and Policy, and Executive Leadership. Our primary focus continues to be providing critical information that both new and established ambulance services may utilize to better serve their communities and operate their services more efficiently and profitably. To submit a proposal, please fill out our Call for Presentations form.
The following are general topics areas to be addressed, but other subject areas are welcome:
Sessions will range from larger audience general sessions, to smaller breakout sessions within various topic tracks. We are accepting single speaker as well as panel discussions. Sessions may be either classroom style or set for small work groups. Audience involvement is encouraged.
Please be advised that participation as a presenter is strictly on a voluntary basis. AAA is unable to pay speaker fees or travel and lodging expenses. Participation will be at your own expense for your own exposure.
To submit a presentation for consideration, please fill out our Call for Presentations online form.
Information to be included with your proposal submission:
Name, title, organization affiliation, address, city, state, zip code, business phone number with area code and e-mail address
Title of proposed session
Experience level of speaker/s for large national conference or audiences. Please include the event names & dates.
A detailed narrative description of the proposed session or workshop, including the following, as appropriate:
Experience level (basic, intermediate or advanced) of intended audience
50-75 word description of your presentation for marketing purposes
Description of what your audience will be able to take away from your presentation and of what they will be able to use immediately in their business or personal life
Recommendations, findings, or practice models for replication
The deadline for submissions is March 1, 2018. Applicants may have more than one submission for any type of session. Audience involvement is highly encouraged.
