The Red Coat Ambassador Program is part of the new culture of customer service at VA Medical Centers across the country.

VA hospitals in Orlando, Florida, Minneapolis, Minnesota, and Atlanta, Georgia were the first facilities to pioneer the program. Today, all VA medical centers across the country have implemented a Red Coat Ambassador program. VA employees and volunteers greet Veterans, their families and caregivers with a smile, and help them find their way around their facilities.

But what makes a good ambassador? Patient relations assistant, Michael McKnight, believes the standards should always be as high as the commitment Veterans made to our country.

“A Red Coat Ambassador is a person who is going to be out front,” said McKnight. “We really try to show the Veterans love as we escort them to their daily schedules.”

Learn more about how VA is improving Veterans experience at

State of VA Town HallSecretary Wilkie to host online community town hall January 17
A group of volunteers stands together in red vests.VA Patient Experience: Changing the way Veterans experience their care

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