In rural communities where the nearest dermatologist may be hours away, a mobile unit pulls in and patients step forward with questions they have been carrying for months. A changing mole. A lesion that will not heal. A rash that has outlasted every over-the-counter attempt. Inside the unit, the lighting is clinical, the pace efficient. Outside, it feels like access arriving on wheels.
Project Happy Face, founded in 2008 by Amy Snow, MSPAS, PA-C, began in Southern California as an outreach effort tied to her dermatology practice. It has since grown into a mobile initiative designed to close access gaps in underserved and rural populations. Snow built the program around a clear structure: bring evidence-based dermatologic care directly to communities that lack consistent access, identify skin cancers early, and coordinate follow-up before small concerns escalate.
Colleagues describe her leadership style as steady and service-oriented. “Amy is someone who truly shows up with empathy and a genuine giving spirit,” said Jane Mast, PhD, DMSc, MPAS, Immunology Senior Medical Director at Novartis. Sarah Vicari, PA-C, President of the Society of Dermatology Physician Associates, has cited Snow’s rural outreach as a clear example of how physician associates expand access while maintaining high clinical standards.
In 2025, following the launch of a dedicated mobile dermatology unit, Project Happy Face treated more than 300 patients within its first 90 days of operation. The cases ranged from early-stage skin cancers to complex dermatologic conditions that had gone undiagnosed due to limited access. Early detection in dermatology is not theoretical; it changes prognosis.
Snow’s work centers on prevention and immediacy. Rural healthcare gaps are well documented across specialties, and dermatology is no exception. Long wait times and geographic barriers can delay diagnosis. By bringing board-certified dermatology care directly into these communities, the program reduces those intervals between concern and clinical answer.
Colleagues describe Snow as steady and service-driven. “Amy is someone who truly shows up with empathy and a genuine giving spirit,” said Jane Mast, PhD, DMSc, MPAS, Immunology Senior Medical Director at Novartis. Sarah Vicari, PA-C, President of the Society of Dermatology Physician Associates, has pointed to Snow’s rural outreach as an example of how physician associates expand access where it is most needed.
That national recognition followed. In November 2025, Snow was named DermPA of the Year by the Society of Dermatology Physician Associates during its National Conference in San Antonio. The award acknowledges leadership and measurable impact on patient care.
But the core of Project Happy Face remains operational, not ceremonial.
The recognition underscores what Project Happy Face already demonstrates in practice: leadership in healthcare is not only about titles or accolades. It is about building systems that function in parking lots, community centers, and rural corridors—places where access has historically lagged. Under Snow’s direction, the model continues to expand, one deployment at a time.
For more information, visit projecthappyface.org
Photo credits: Photo courtesy of Project Happy Face
