United New York Ambulance Network - The Martin Group

United NY Ambulance Network. Ambulance service providers win “Direct Pay.”

Challenge

Over the years, ambulance service providers across New York State were facing an increasing crisis of not getting paid for the services they rendered. The main problem was that health insurance companies were sending reimbursement checks to patients, who were then supposed to send those checks to the ambulance provider. Proposed legislation referred to as the “Direct Pay” bill sought to solve that problem. But the United New York Ambulance Network (UNYAN), a trade association representing the emergency medical transportation industry, knew it needed support.

Solution

That is where The Martin Group came in.
We secured earned media for UNYAN members across New York State. Members were able toeffectively deliver the key messaging of how their jobs and communities would benefit from the “Direct Pay” legislation. Our final major effort was a statewide day of press conferences. UNYAN members and lawmakers hosted press conferences in Rochester, Binghamton, Syracuse, Utica, and Albany. The Martin Group handled the media advisory, press release, talking points, and coordinated much of the preparations, including calls with legislative members’ offices and UNYAN members. It was a huge success, earning 50 television, radio, and digital hits for that one day.

Results

We were successful in sharing the stories of EMS and ambulance services providers from Rochester to Watertown and beyond. At the end of the campaign, there was no doubt that the legislation would improve access to life-saving pre-hospital care. And those stories led to action. Governor Kathy Hochul signed the “DirectPay” bill into law on November 17, 2023. The client brought us back for the 2024 New York State Legislative Session to help them secure more advocacy wins.