Do You Have The Top Incentives Rural Physicians Are Looking For?Paul Olzak, MBA, CPRP

The healthcare industry faces a persistent shortage of physicians, particularly in rural areas, making recruitment a challenging yet essential endeavor. Rural physicians are in high demand, and attracting top talent requires offering competitive and desirable incentives.

To remain competitive, healthcare organizations must address the key priorities of physicians considering rural positions. Below, we explore the top incentives identified in a study from the University of Colorado School of Medicine* and how you can use them to refine your physician recruitment strategy.

Good Clinical Coverage Physicians value organizations that prioritize manageable workloads and ensure adequate clinical coverage. Offering clear policies on coverage, rotations, and time off can reassure candidates that they won’t be overburdened. Highlight your organization's commitment to work-life balance and support systems in recruitment materials.

Access to Colleagues (i.e. Subspecialists, Consultations & Telemedicine) Feeling isolated is a significant concern for rural physicians. Providing access to subspecialists, peer consultations, and telemedicine platforms ensures your physicians can deliver high-quality care without feeling unsupported. Demonstrating how these resources will be available to them can set your organization apart.

A Financially Stable Organization A steady income is important for Physicians considering rural practice settings. To capitalize on this, consider accentuating the positives of your organization's fiscal stability and share how it will benefit your prospective hire.

Medical Personnel Support Strong support from nursing, allied health staff, and technicians can significantly improve a physician's work experience. Highlight the staffing levels and team dynamics that ensure physicians can focus on patient care without unnecessary administrative burdens.

CME Opportunities Physicians must stay current with medical advancements and maintain licensure through CME. Offering in-house training, CME stipends, or reimbursement demonstrates your commitment to their professional development. Include details about CME benefits in your recruitment materials to appeal to candidates prioritizing growth.

Loan Repayment Student loan debt is a top concern for many physicians, especially early-career professionals. By offering competitive loan repayment options, your organization can attract candidates who value financial relief as part of their compensation package.

Community with Access to Larger Cities While rural physicians appreciate the charm of small-town living, proximity to larger cities is often a deciding factor. Highlight the accessibility of urban amenities such as cultural events, airports, and advanced healthcare facilities that might enhance their quality of life.

Community Perks Everyone wants the best for their families. Communities with good schools and available shopping are more likely to attract both candidates and their spouses when looking at employment opportunities.

Community Need & Support To increase your appeal, consider marketing your community's need for a local Physician and how much they will be appreciated and relied upon for their services.

Rural physician recruitment is about more than just filling a position; it’s about fostering a supportive environment where physicians feel valued and equipped to thrive. By addressing the factors most important to rural physicians, you’ll not only attract top talent but also retain them for years to come.