Health equity and social determinants of health are not new topics, however the efforts to provide equitable care to every patient are increasingly at the center of every national discussion in health care. American Hospital Association (AHA) reports that 2023 is the year health equity is no longer a “side hustle” because we may see “health care organizations begin to unlock that value proposition with the development of new care models and ecosystems.”
Value is a critical concept in this discussion, with Deloitte highlighting that persistent health inequities have a substantial impact on health outcomes and spending by carrying a price tag of more than $42 billion in lost revenue alone. Given the impact of health inequities on finances, outcomes, and member satisfaction, payers are actively looking for new tools and better approaches to address health disparities within their populations. One area of focus is members residing in rural settings and breaking down knowledge gaps and access barriers that disproportionately impact rural communities.
Disparities in access to health care in rural vs. urban communities
Rural communities nationwide are seeing their health care options shrink with many rural hospitals closing and primary care shortages worsening over the past decade. According to an AHA analysis, 136 rural hospitals closed between 2010 and 2021, with 19 in 2020 alone. Additionally, the Centers for Medicare & Medicaid Services recently found only 12 percent of physicians practice in rural areas and the study suggests unsurprisingly that 61 percent of health professional shortages are in rural areas.
This health care gap leaves many rural Americans in a precarious position if a health emergency or unfamiliar condition arises. The situation is particularly serious because rural residents are more likely to have multiple health conditions that need ongoing clinical care and support including heart disease, stroke, hypertension, diabetes, and arthritis, as well as accidental injury.
Complementing the virtual care and telehealth offerings that many organizations began putting into place during the pandemic, payers have an opportunity to further serve rural communities through online member and patient education programs. These programs can help members better understand and manage their conditions and treatment. This idea is practical because it makes use of the tools and care management programs many organizations already have in place, and speaks to a direct need identified by members themselves.
According to our recent consumer survey of more than 1,000 people, members are eager for more information and look to health professionals to provide it. In the study, we found 95 percent of patients want easy access to educational materials from their provider, but almost 40 percent of rural patients report that they don't routinely receive patient education, compared to 24 percent of their urban counterparts. The educational gap is concerning, given the growing trends around lack of access.
Payers are in a unique position to meet consumer demand and close this information gap to mitigate negative outcomes by providing credible educational content through multichannel digital solutions. Our research suggests 80 percent of patients have follow-up questions after in-person or virtual health care appointments, highlighting an opportunity for payers to share relevant educational resources with members to improve satisfaction and adherence.
These solutions can combine traditional member-facing educational materials and add engaging videos with diverse faces, body sizes, and races to provide members with inclusive guidance and preparation information that resonates.
Many payers already have the capabilities needed to improve the member experience, increase patient engagement, and deliver more and better patient education in rural communities by leveraging existing data. McKinsey & Company reports payers could have even more impact by segmenting members based on additional motivational or behavioral factors. This helps identify and target outreach efforts to members who may be more receptive to care management, particularly those at inflection points in their health journey when new treatments or decisions are considered.
While patient education alone is not going to solve the rural health care access crisis, it is one necessary strategy to help the industry address health equity and disparities on multiple fronts. Beyond this, the dividends for using care management programs in rural areas are clear. According to McKinsey & Company’s analysis, engaging members is key to improving payers’ return on their investment in care management, as well as ensuring a better, healthier experience for members.
Delivering trusted, evidence-based education content to members in rural areas through a range of communication channels can help bridge the patient education gap and meet members where they are in their health care journey to support better health outcomes even as the U.S. health care landscape continues to evolve.