Advancing Rural Health

As we continue our series on Advancing Rural Health, we recognize rural Americans experience a unique combination of factors that create disparities in healthcare not found in urban areas. This market environment creates the need for innovative thinking and a strong connection with the community that fosters better health. In our strategy work with rural and critical access hospitals, we are continually reminded how primary care providers should be positioned as the catalysts for better health in rural communities. Studies show the comprehensive services provided by a primary care practice are associated with better overall health.

The shortage of physicians in rural communities is one of the most pressing concerns of the American healthcare system. As president of a strategy-first marketing firm that works with healthcare organizations of all sizes, including rural health providers, I often see clients place an unnecessary emphasis on the need, or perception of need, for routine access to specialty care. By contrast, our strategic advice is to reacquaint the community with the value of primary care and family medicine……