A health union has criticised plans by the region's ambulance service to take fewer patients to hospital and monitor the amount of time crews spend with them.
The East of England Ambulance Service (EEAST) says taking every patient to hospital is no longer "the most effective approach".
It believes the change will allow it to deliver faster emergency responses for the sickest patients and help others to get the right care sooner.
And setting targets for the time staff spend at emergencies will mean crews work more efficiently.
But Donna Thomas, regional officer with the GMB union, which represents many ambulance workers, said: "EEAST have recently told ambulance staff to spend no longer than 42 minutes at Category 2 calls and have told staff that they will be monitored and performance managed against this time limit.
"There is a disconnect between the service simultaneously telling staff to spend less time with patients, while also aiming to take fewer patients to hospital.
"Ambulance clinicians should be able to spend time assessing the true needs of patients and given the time to work with local communities to find better pathways for patient care if the patient is not in need of a conveyance to the local emergency department."
The EEAST says expecting an ambulance to take every patient to hospital is "outdated" and that a more flexible approach is needed to reduce delays, avoid unnecessary hospital visits and improve care for those in greatest need.
Some people calling 999 will instead be referred to the NHS's 111 number which may direct them to their GP or mental health services.
Staff have also been given targets covering the amount of time they spend at so-called Category 2 emergencies, which include heart attacks, strokes and major burns.
They are 70 minutes for patients who are not conveyed to hospital, and 42 minutes for those who are.
Simon Chase, chief paramedic at EEAST, said: "We are changing how care works so patients get the right help first time.
"An ambulance journey to hospital is not always the best option. What matters is getting the right care, quickly and safely.
"This plan will aim to deliver faster responses for the sickest patients, clearer advice when people call us, and more support closer to home where it is safe to do so.
"Just as importantly, we are supporting our staff with better training, stronger leadership and improved tools, so they can make confident decisions and provide high-quality care."
Alex Stewart, chief executive of Healthwatch Norfolk, said it would welcome any improvement in patient care.
But he added: "What we would like to see is evidence that the outcomes that patients have improved moving forwards."
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