Attracting health care professionals to rural communities: What works?

Rural communities across the country continue to face significant challenges in recruiting and retaining health care professionals. From physician shortages to high turnover rates, rural health care facilities must adopt innovative strategies to attract and keep top talent. Fortunately, many health care organizations have found success by offering competitive benefits, promoting work-life balance, strengthening workplace culture, and leveraging strategic partnerships. 

Competitive benefits: Support beyond compensation 

While high salaries can be a challenge for some rural hospitals, competitive benefits go beyond just pay. Many successful rural health care organizations enhance their compensation packages with:

• Loan repayment programs to ease financial burdens for new graduates
• Housing assistance to facilitate a smooth transition
• Travel concierge services to help with relocation and commuting
• 24/7 professional and personal support to ensure providers feel valued and connected
   

Emphasizing work-life balance and overall well-being for providers 

Providers are increasingly prioritizing their well-being, and rural health care settings often offer a unique advantage. Rural hospital settings tend to have:

• More flexible scheduling options, including locum tenens assignments
• Lower patient volumes, reducing burnout
• Stronger community support networks

Locum tenens and flexible contracts provide an excellent solution for providers seeking balance while ensuring consistent coverage for rural hospitals. Providers can choose where they work, control their schedules, and still have access to stable hours and benefits. 

Recognizing the demanding nature of health care, rural hospitals and staffing partners are placing a stronger emphasis on provider wellness initiatives, including:

• 24/7 on-call support for travel, scheduling, and unexpected challenges
• Provider well-being resources including physician coaching and consulting to support providers in their work-life balance, career transitions, and overall well-being and growth
• Personalized perks such as meal assistance upon arrival in a new community, ensuring smooth transitions
• Thoughtful recognition including upgraded travel accommodations and wellness incentives to acknowledge providers' hard work and dedication

By fostering a supportive work environment that integrates flexibility, mentorship, and well-being initiatives, rural health care facilities can retain skilled professionals, improve job satisfaction, and create a more sustainable workforce for the future.

Building connection through mentorship and peer support

Beyond flexible schedules, fostering a strong professional network is crucial for long-term satisfaction in rural medicine. Mentorship programs help new providers adapt to rural practice by offering:

• Guidance from experienced professionals on clinical and operational challenges
• A structured support system for career development and professional growth
• A sense of community that reduces professional isolation and increases retention

In addition to traditional mentorship, structured peer support programs help providers build resilience, manage stress, and adopt healthy behaviors. These programs have demonstrated success in improving provider satisfaction, reducing burnout, and enhancing overall well-being.

Marketing the rural lifestyle

Attracting health care providers to rural communities requires more than just professional benefits. One of the most effective ways to attract providers is by highlighting the unique lifestyle and personal advantages that come with living and working in these areas. Beyond professional perks, rural life offers:

A lower cost of living

One of the most tangible advantages of rural living is the lower cost. With more affordable housing and lower everyday expenses, providers can stretch their income further and achieve greater financial stability.

Additionally, many rural health care facilities offer financial incentives such as loan repayment assistance through state and federal programs to ease student debt, housing stipends or relocation assistance to make transitioning easier, and tax incentives in some regions for health care professionals working in underserved areas.

Combined with a reduced cost of living, these benefits create a financially appealing package for providers considering rural practice.

A close-knit, supportive community

Rural communities are known for their tight knit, welcoming atmosphere, offering a strong sense of belonging. Health care professionals in these areas often build meaningful relationships with patients, colleagues, and community members, fostering a deeper connection.

This sense of community extends beyond the workplace, with many providers feeling valued and appreciated, which can incentivize long-term retention. Patients view their providers as integral members of the community, leading to greater trust and more personalized care.

Access to outdoor recreation and a slower-paced lifestyle

For providers who enjoy outdoor activities and a slower-paced way of life, rural communities offer unparalleled access to nature and recreation. Out of the 63 national parks of the United States, a large majority are in rural parts of the country including states like South Dakota, North Dakota, Minnesota, Colorado, Oregon, Montana, and Wyoming. 

This lifestyle can be particularly appealing to those looking to escape the congestion, stress, and fast-paced nature of city life. Rural living allows providers to prioritize their own wellness by reducing commute times, spending more time outdoors, and embracing a more relaxed daily rhythm.

The importance of culture and recognition

A positive workplace culture can significantly impact a provider’s decision to stay in a rural health care facility. As seen in Gundersen Boscobel Area Hospital’s success story, leadership plays a crucial role in fostering collaboration and accountability. Their transformation focused on:

• Engaged leadership with clear accountability
• A team-based approach to enhance job satisfaction
• Recognition programs that celebrate staff contributions and achievements

Gundersen Boscobel’s culture transformation has resulted in the highest patient satisfaction scores in the hospital’s history, employee engagement at an all-time high, and a significant increase in inpatient census, growing from fewer than one patient per day to eight per day by 2025 thanks to a new staffing model and collaborative care approach.

Creative recruitment strategies that work

Some of the most innovative and effective recruitment tactics include:

• Pipeline programs partnering with medical schools and residency programs to introduce students to rural medicine early
• Retention-focused onboarding to ensure new hires feel welcomed and supported from day one
• Community integration initiatives to help providers and their families build connections within the town

Successfully recruiting and retaining health care professionals in rural communities requires a well-rounded approach that extends beyond salary alone. By offering meaningful benefits, prioritizing work-life balance, fostering a strong workplace culture, and showcasing the unique advantages of rural living, health care facilities can make these positions more attractive and sustainable. 

However, if you’re unsure where to start with these initiatives, engaging with an experienced staffing partner can help. Staffing partners specialize in matching facilities with providers who align with their mission and needs, streamline the hiring process, and offer long-term workforce planning solutions.

With the right approach, rural hospitals can build a dedicated team of providers who are not only committed to their work but also invested in the rural communities they serve.

NRHA adapted the above piece from Wapiti Medical Staffing, a trusted NRHA partner, for publication within the Association’s Rural Health Voices blog.

About the author: Andrew Rossi joined Wapiti Medical Staffing in 2024 as vice president of sales. Andrew has over 20 years of experience in health care, including 17 years in health care staffing, SaaS, robotics, and executive leadership consulting. His expertise lies in developing people, business strategies, and processes to drive growth in the industry. With a deep understanding of health care workforce challenges, he provides valuable insights into recruiting and retaining top talent.