The Primary Care Shortage: What Healthcare Recruiters Need to Know 

The U.S. primary care system is facing a mounting crisis, and healthcare employers are at the forefront. From extended wait times to growing provider burnout, the shortage of primary care physicians (PCPs) is taking a measurable toll on both patients and the professionals who care for them. 

As of mid-2025, this challenge is no longer hypothetical. It’s reshaping the healthcare workforce in real time. But with thoughtful planning and the right tools, healthcare organizations can rise to the occasion. Here’s how recruitment professionals can address the shortage - and how PracticeMatch can help lead the way. 

Understanding the Physician Workforce Gap 

According to the 2024 State of the Primary Care Workforce report from the Health Resources and Services Administration (HRSA), nearly 100 million Americans live in a designated Health Professional Shortage Area (HPSA) for primary care. That’s almost one-third of the population facing delayed or limited access to essential services. 

A primary driver of this shortage is the aging physician workforce. Nearly 40% of primary care physicians (PCPs) are expected to retire within the next decade. At the same time, fewer medical school graduates are entering primary care fields—a trend driven by lower compensation, rising educational debt, and an increased administrative burden (HRSA, 2024). 

Real Consequences for Patients and Providers 

In Missouri and across the country, patients are putting their health on hold. As reported by ABC17 News, residents in both rural and suburban areas face weeks-long waits for appointments, sometimes delaying care altogether (ABC17 News, 2025). That delay can lead to more serious complications down the line, and it’s putting additional pressure on already overextended providers. 

The Physicians Foundation highlights that our current primary care system is "crumbling" under the weight of chronic disease management, historic disinvestment, and limited support for frontline providers (Physicians Foundation, 2024). 

Add to that potential limits on student loan borrowing, like proposed caps of $150,000 for medical students, and the long-term pipeline of future PCPs may shrink even further (Becker’s Hospital Review, 2025). 

Recruiting for Primary Care: A Tougher Landscape 

Primary care roles consistently rank among the most difficult to place. Between compensation disparities, geographic constraints, and lifestyle preferences, recruiters face unique challenges in bringing talent into these roles. 

That’s why it’s critical to go beyond traditional recruiting approaches and adopt strategies tailored to today’s workforce realities. 

Strategies for Success - and the Role of PracticeMatch 

1. Use Data to Expand Your Reach

PracticeMatch’s comprehensive physician database includes thousands of actively interviewed and verified primary care candidates. Use advanced filters to locate family medicine, internal medicine, and pediatric physicians who are open to placement—whether they’re practicing or still in training. 

2. Create Purpose-Driven Campaigns

Candidates want to know their work matters. PracticeMatch helps healthcare organizations emphasize purpose, mission, and community impact through custom recruitment marketing campaigns. From digital branding to email outreach, we help you connect with physicians who align with your values. 

3. Reach Candidates Early

Virtual engagement is key to reaching medical residents and fellows before they commit elsewhere. PracticeMatch’s Virtual Career Fairs give recruiters direct access to future PCPs in a live, interactive environment—ideal for cultivating interest and building trust. 

4. Highlight What Sets You Apart

In a competitive landscape, flexibility, loan repayment support, and quality-of-life benefits matter. While PracticeMatch doesn’t provide these benefits directly, our tools make it easy to communicate them in job postings and outreach materials. 

Looking Ahead: Strategy Meets Support 

The U.S. is at a pivotal moment in primary care. The shortage is real—but so is the opportunity to rethink how we connect with physicians and support their long-term career goals. 

At PracticeMatch, we partner with healthcare organizations to meet this challenge head-on. Whether you're staffing a rural clinic or expanding an urban care network, our solutions are designed to help you recruit, connect, and retain top-tier primary care providers. 

Visit PracticeMatch.com to explore our full suite of primary care recruitment solutions.

Clint Rosser is the CEO of PracticeMatch. He has been with PracticeMatch since 2016. He has overseen several departments within PracticeMatch including Inside Sales, Career Fairs, and the Client Services team. Clint, along with his team, has helped elevate PracticeMatch client services to move past a transactional vendor relationship to a full partnership with clients. This has allowed PracticeMatch to build stronger relationships and work with clients closer to ensure they can achieve the most ROI possible.

Prior to Joining PracticeMatch, Clint has been in Client service leadership roles for over 20 years. Clint serves as an AAPPR Board Member for Strategic Corporate Sponsors.