This week, states across the country are submitting applications for the Rural Health Transformation Program. After months of collaboration with rural providers and community partners, they now await CMS’s funding decisions—expected by year’s end—when the real work begins.
Successful implementation of the Rural Health Transformation Program requires a diverse coalition of support and expertise. Aligning goals, ensuring sustainability and delivering measurable improvements in access and experience for rural residents must be at the heart of every initiative.
However, without a clearly articulated vision shared across all stakeholders—state agencies, hospital associations, rural providers, larger health systems, non-rural partners supporting rural communities and vendors—even the most well-intentioned plans risk falling apart. This could jeopardize not only the potential to maximize current funding but also opportunities for future allocations.
For states, coordinating agencies and providers, here are a few strategic communications considerations to ensure long-term success and sustainability of your plans.
Establish a Unified Vision
As part of its scoring matrix, CMS is evaluating states in part on their ability to effectively engage stakeholders and leverage community resources to bring their vision to life.
- Messaging Frameworks: Develop clear, consistent messaging that articulates your program’s goals, values and expected outcomes.
- Stakeholder Alignment: Ensure all parties—from state agencies to rural providers—understand and support the shared vision.
Engage Stakeholders
While the Rural Health Transformation Program is directed at states, the responsibility for implementation and impact spans a wide and complex network. Rural providers, often at the front lines, typically lack the in-house communications infrastructure needed to fully execute and communicate new programs—especially those with demanding requirements around outreach, reporting and demonstrating return on investment.
- Tailored Communications: Customize outreach for different audiences (e.g., rural hospitals, community leaders, vendors) to meet them where they are.
- Feedback Loops: Create channels for ongoing input and dialogue to build buy-in and adapt strategies as needed.
Build Public Awareness and Trust
The communication needs of a state or provider are uniquely shaped by the communities they serve and deserve strategies tailored to the distinct and diverse populations within them.
- Community Outreach: Use local media, town halls and digital platforms to inform rural residents about changes, benefits and success stories.
- Transparency: Communicate progress, challenges and successes to maintain credibility and public support.
Support Change Management
Change is a constant in health care, and when it’s communicated poorly, it can lead to unintended disruptions—threatening organizational culture, trust, and even long-term stability.
- Internal Communications: Help manage immediate and ongoing transitions by clearly explaining new processes, roles and expectations.
- Training Materials: Develop toolkits, FAQs and guides to support implementation and reduce confusion.
Coordinate Across Systems
Initiating, fostering and strengthening collaboration at the local and regional levels is an expectation and a requirement of the program—and it simply can’t happen without thoughtful communication strategies and consistent, well-timed outreach.
- Cross-Sector Collaboration: Facilitate communication between rural and non-rural providers, vendors and policy leaders to ensure integrated efforts.
- Crisis Communication Planning: Prepare for potential disruptions with proactive strategies to maintain continuity and confidence.
With strategic communication at the core, states can turn vision into action—building healthier, more resilient rural communities. Connect with Lovell Communications CEO Amanda Maynord to help your organization communicate its plan for successful rural health transformation.