The end of the year often brings a flurry of to-do items—holiday shopping, family visits and celebrations. The last thing anyone needs is to get sick. For the 60 million Americans living in rural areas, healthcare access remains a challenge.
are considered primary health professional shortage areas, compared to 83% of nonrural counties.
skip doctor visits due to cost, compared to 32% in nonrural areas.
Rural patients travel
farther on averageto the nearest hospital, versus
11.9 minutes in suburban and
10.4 minutes in urban areas.
By 2037, only 68% of rural demand for primary care physicians will be met, compared to 73% nationally—leading to longer wait times and lack of access.
Compounding Challenges
The challenges do not stop there—rural communities also face:
- Limited broadband infrastructure to realize the benefits of virtual care delivery like telehealth
- Inadequate transportation options
- Reduced access to fresh and healthy food
These obstacles compound over time and contribute to increased risks of chronic conditions like heart disease, cancer, lower respiratory disease and stroke, as well as unintentional injuries.
Investing in Rural Health
The Rural Health Transformation Program Fund (administered by the Centers for Medicare & Medicaid Services) allocates $50 billion to states over five years to improve rural healthcare delivery. The program makes $10 billion available across states each year from 2026–2030 and aims to address chronic disease, promote sustainable access, invest in workforce development, utilize innovative care models and leverage technology innovations.
Awards will be decided by the end of this month. While the Rural Health Transformation Program will assist states in bridging gaps, it will not be able to fully address states’ budgetary challenges exacerbated by recent Medicaid financing changes at the federal level.
All 50 states applied, including Maryland and Virginia (Washington, D.C. was not eligible), which propose to use funds to strengthen rural health systems and expand virtual care.
Impact on Our Communities
CareFirst BlueCross BlueShield (CareFirst) serves regions deeply impacted by rural health disparities:
Both Maryland and Virginia have dedicated offices of rural health and have taken thoughtful approaches to addressing the needs of rural communities.
- Maryland developed a Rural Health Strategic Plan (2025–2030) focused on engaging with partners and communities, addressing social drivers of health, and strengthening the healthcare system by focusing on preventive and chronic disease management and improving access to virtual care options.
- Virginia developed the comprehensive plan, the Virginia Rural Health Plan 2022–2026, focused on critical initiatives such as broadband infrastructure, advancing maternal health, addressing social isolation and bolstering the rural workforce.
CareFirst’s Role in Improving Rural Health
CareFirst remains deeply committed to the communities we serve, whether in urban or rural areas. CareFirst meets members where they are to address healthcare delivery and access gaps in rural areas through strategic investments.
- Supporting the expansion of a Family Medicine Clinic in West Salisbury
- Supporting the Meritus School of Osteopathic Medicine to train the next generation of physicians dedicated to reducing the rural provider gap
- Funding to support the expansion of dental care program in Hagerstown
CareFirst also advocates for the continuation of programs that close the gaps in access to care faced by rural communities such as:
- Broadband Equity Access and Deployment Program: Building high-speed internet infrastructure for telehealth
- Rural Public Health Workforce Training Network Program: Expanding health services capacity to address workforce shortages nationwide
Looking Ahead
As the year ends, we call on policymakers to prioritize the health of rural Americans. Creative, sustainable solutions are essential to ensure no one has to choose between holiday traditions and healthcare access. Investing in infrastructure, listening to communities and innovating care delivery will help close the gap—because health should never be a luxury.