Jana Williams officially took over the role as president and CEO of the Association of Air Medical Services (AAMS) in April 2023. Vertical caught up with Williams for her take on the future of the helicopter emergency medical services (HEMS) sector.
This interview has been edited for length and clarity.
Vertical: Can you talk about your background and experience and how you landed at AAMS?
Jana Williams: I have been in EMS and medical transport in some fashion for nearly 40 years. It has been my great fortune to see our industry and community from various vantage points — paid/volunteer, air/ground, fixed/rotor, front/back office, for profit/non-profit, capital steps/first steps, survivor, coach, 2 a.m. at 20 below, and even office with a view. I have worked alongside incredible people and teams, and I think it was time for the association to be led by someone who has walked that path. I was intrigued by the opportunities and am drawn to helping. My focus for AAMS is to be the champion of the people and programs of our medical transport community. Much of what we are facing I believe will benefit from an insider perspective.
Vertical: What are some of the key issues or trends you’ve encountered since starting in your position?
Jana Williams: Our system is strained on many fronts, which for me, is exactly the time people usually come together. It pains me to see how fractionated the industry has become, especially in more recent years, and I want to make a difference there. I genuinely want to be a unifying presence in our community. That does not mean I am trying to empire build. I see the value in differences and in different organizations. My leadership style demonstrates I enjoy 360-degree views and I prefer collaboration. I want to see us focus on the mutual impacts and challenges we all make and face, rather than stressing our differences.
The greatest example of that is the recent work by our public affairs committee. In this very active group that meets weekly, representatives from our membership strategize on ways to best advocate for our community. There are lobbyists, lawyers, clinicians, aviators, and leaders from all different business models who leave their logos at home and get real about issues. It is talent-rich and collaboration at its finest. I am exceptionally proud of them for their work on issues that matter to the medical transport community.
Vertical: What are your top priorities over the next five years and how do you plan to accomplish those tasks?
Jana Williams: I keep coming back to the same rising pillars:
–Solvency – adding value and cutting cost where possible, without sacrificing quality;
–Advocacy – seeking additional ways to amplify your voices on challenges like reimbursement;
–Unity – by collaborating wherever possible and bridging distances even across traditional lines;
–Safety – further spotlighting it as a cornerstone of all we do;
–Literacy – enhancing education, leveraging technology, and leading emerging thought dialogue;
–Prosperity – by adapting, evolving, and growing in the pursuit of a brighter future.
To get there, you will see us strengthen our advocacy efforts, expand educational offerings, and leverage technology. As examples, we are creating a robust public affairs push of information to our membership. We want to elevate industry voices through podcasting, we are working with allied organizations to foster safety, and we are looking at ways to expand programs that honor and take care of our own and better support our people.
Vertical: What are some of the biggest challenges that the HEMS sector continues to face in the U.S.?
Jana Williams: Proper reimbursement for our services continues to be a constant challenge and needs to remain a high priority. We must move the conversation beyond base or lift-off fees and loaded miles. Medical transport and HEMS in particular are so much more than that. Increasingly, EMS and air medical transport are called upon to be the safety net of our healthcare system providing access and frankly, equity. That became more obvious during the pandemic, and that safety net continues to be burdened. Equally important are the people who do this work. They are tired and in various stages of healing coming out of the pandemic but also functioning at peak pressures on all fronts. Developing ways to further support these efforts through cost conscious means must occur.
Vertical: Across the industry, we’re seeing recruitment and retainment as an issue for many operators. Can you talk about AAMS’s role when it comes to recruitment?
Jana Williams: Drawing talent to and growing those in our community is where AAMS makes a difference globally. We provide multiple educational offerings that function as industry best practice water wells. Our Critical Care Transport Academy [CCTA] provides skills, structure, and mentoring to medical personnel who want to enter the industry making them more prepared for hiring. We [graduated] 30 such students in October at the annual AMTC in Columbus. We are actively looking to expand that program as early as next year.
Our Medical Transport Leadership Institute [MTLI] is known throughout the world for ensuring graduates have the basic tenants required to lead efforts in our industry. It is frequently referred to as a “mini-MBA for medical transport” and draws participants from across the U.S. and several countries. Returning graduates soak up continuing education from thought leaders across all types of industries to keep raising the bar and drawing on other enterprises for lessons learned.
Leadership and clinical talent are not our only focus. The annual AMTC also provides a platform for communicators, pilots, maintainers, and billers, as well as compliance, regulatory, and promotional professionals, to gather, network and share. Our partnerships with allied organizations help to highlight the great work those organizations are doing for recruitment and retention as well. The annual awards presented there also feature inspiring people and programs, and at least one award makes sure the unsung heroes of our work, the maintainers, are highlighted and celebrated.
Vertical: Can you provide an update as far as AAMS’s position with the No Surprises Act and how AAMS plans to move forward on that issue?
Jana Williams: The goal of the NSA [No Surprises Act] was to get patients out of the middle of billing, and it has done that. There is no more surprise billing. In the early phases of NSA development, with the knowledge available at that time, AAMS advocacy efforts took many paths, including legal action [similar to others like the American Medical Association and American Hospital Association]. Ultimately, the AAMS case was denied and closed, and we will not be seeking an appeal. I recognize this was polarizing. There are certainly lessons to be learned from this experience. I and the entire AAMS board are working to mend and build bridges so we can move past this. My goal now is to listen, learn, and lead us forward.
AAMS has enhanced its advocacy resources and will focus on our common ground. We continue to work with allied organizations to ensure the sustainability of emergency healthcare services for our communities and to support the dedicated professionals that provide these services. As an example, AAMS is aware that many of our members are experiencing long delays in receiving payments after successful independent dispute resolution [IDR] efforts, which is further straining their programs. We will continue to advocate on our members’ behalf to ensure the NSA and the IDR process is properly enforced.
Vertical: How do you see the HEMS sector evolving over the next five years? What is your vision for the future of the industry?
Jana Williams: I do think we will see great evolution in the HEMS industry in the coming years. From a payer and utilization perspective, I expect to see better clarity of the need for HEMS as a healthcare safety net and the means for access and equality for many, especially those in rural areas. I believe employers and patients will be poised to help payers further understand the business proposition and value of getting the right patient to the right place definitively and the positive net effect on mortality, morbidity, and their overall cost burden per episode of care. I also believe technology and the OEMs [original equipment manufacturers] in both air and ground will see big gains, and I am excited to see how eVTOL and UAS will enhance what we do, not replace it. I also see the prospects of how supporting our people will have strong yields on the human resources front. Additionally, I do think we will see more collaboration in the future, if even out of necessity. My vision would include the HEMS industry speaking from one voice again.
Vertical: Is there anything else that you’d like to share with our readers?
Jana Williams: I remain very honored to have been chosen to lead the next chapter for AAMS and our community. I appreciate all the grace and patience afforded me as we all navigate the uncertain and turbulent air we find. Someone said to me, “There is a reason the windshield is bigger than the rear-view mirror.” I am looking mostly forward and hope we all can. I continue to approach my role at AAMS with deep respect, genuine curiosity, earnest collaboration, and a drive for a brighter future, with an emphasis on “we.”