What began as a routine board meeting for Shaping Our Appalachian Region on Jan. 9, 2026 turned into a powerful moment of celebration, gratitude, and surprise.
The team, Board, staff from Primary Care Centers of Eastern Kentucky (PCCEK), community leaders, family, and friends gathered to honor Barry Martin, CEO of PCCEK, as the recipient of the Shaping Our Appalachian Region Inspires Award for Business Person of the Year. The award, presented by Community Trust Bank and made possible by KCTCS and Hazard Community and Technical College, recognizes leaders whose work strengthens Eastern Kentucky’s economy and improves quality of life across the region.
Martin was unable to attend the 2025 Shaping Our Appalachian Region Summit to formally receive his award, so the celebration was brought to him, without giving anything away.
Believing he was attending a standard board meeting and luncheon to welcome Shaping Our Appalachian Region’s new Executive Director, Dr. Reed Adkins, Martin walked into a room filled with colleagues, community leaders, and loved ones gathered to celebrate his decades of service. The award presentation and dedication ceremony came as a complete surprise.
The reaction was heartfelt.
“It’s an award that I accept on behalf of everybody in our organization because without them, like I said, I just get to have the pleasure of working with a great crew,” Martin said.
A Vision That Transformed Rural Healthcare
Martin founded PCCEK in 2003 with a simple but powerful goal: provide high-quality, accessible healthcare to the people of Appalachia while strengthening the communities where patients live.
More than two decades later, that vision has grown into one of the most significant rural healthcare systems in the Commonwealth.
Today, PCCEK employs more than 400 people throughout Eastern Kentucky and operates multiple rural health clinics offering integrated, comprehensive care. Martin describes the organization as one of the largest rural health systems in Kentucky and the third largest in the country.
Under his leadership, PCCEK has built a clinically integrated, patient-centered model that includes:
- Family Medicine
- Pediatrics
- Behavioral Health
- Dentistry
- A Diabetes Center
- Pharmacy Services
- And other essential healthcare services
This “under one roof” approach has improved healthcare accessibility across the region. Perry County now ranks eighth statewide in healthcare accessibility, an extraordinary achievement for a rural Appalachian community.
Martin has long been described as an extraordinary businessman and leader in the Appalachian region. For 23 years, he has helped pave the way for accessible healthcare in rural Eastern Kentucky, offering not only services, but hope, to countless Kentuckians.
Leadership Rooted in Eastern Kentucky
Although his professional responsibilities often extend beyond county lines, Martin’s heart remains firmly planted in the mountains.
“I may sleep in Fayette County, but my heart is always in Eastern Kentucky,” he said.
That commitment to the region goes beyond healthcare delivery. In addition to leading PCCEK, Martin also serves as a member of the Shaping Our Appalachian Regions Executive Board. Board members are appointed by SOAR’s Co-Principal Officers, Congressman Hal Rogers and Governor Andy Beshear, and carry significant responsibility in helping guide the organization’s mission and strategic direction.
Board members play a vital role in determining mission and purpose, ensuring effective planning, managing resources, supporting executive leadership, monitoring programs, and strengthening the organization’s public image. Martin’s business expertise, healthcare leadership, and deep regional commitment make him a tremendous asset to Shaping Our Appalachian Region and to Eastern Kentucky as a whole.
A Legacy of Impact
The Shaping Our Appalachian Region Inspires Award recognizes individuals whose work uplifts communities, drives economic strength, and creates lasting, generational impact.
Barry Martin exemplifies that spirit:
- Created hundreds of quality jobs
- Expanded access to comprehensive healthcare
- Strengthened partnerships with hospitals and academic institutions
- Improved health outcomes across Eastern Kentucky
His career reflects what is possible when business leadership is paired with heart, vision, and an unwavering belief in Eastern Kentucky’s future.
To learn more about SOAR’s mission and meet the dedicated leaders who help guide our work, including members of our Executive Board, visit https://soar-ky.org/about-us/
Together, we continue shaping a brighter future for Eastern Kentucky.