Could Rural Hospitals Become a Burnout Sanctuary?

Data shows 3 of 5 communities facing physician shortages are located in rural regions, which have long struggled to attract and retain physician talent. But what if investment in digital tools that ease physicians’ administrative burden and enable greater control over their time could establish rural hospitals as a “burnout sanctuary” for physicians?

This is a concept that rural health care leaders should explore, given the need for rural medical expertise, the depths of burnout among rural providers, and studies that demonstrate the ability of digital support to strengthen the physician experience while optimizing care.

Even before the pandemic, rural physicians felt the pressures of working in a rural practice or hospital acutely. Most commonly, causes of burnout comprised administrative pressures and duties related to house calls, night calls, personnel management, and nursing home attendance, according to an analysis by the Rural Health Information Hub. For these physicians, professional isolation was a greater contributor to professional dissatisfaction than geographic isolation.

Now, as the pressures of the pandemic prompt some physicians to retire early or leave the profession, hospital leaders must consider: “How can we help our medical staff find greater joy in their work?”

For rural hospitals, technologies that decrease the administrative burdens of care could make a profound difference in the physician experience. These technologies enable physicians to spend more time on the work that brings them joy—patient care. Implementing the latest technology and support could also transform rural hospitals’ ability to attract and retain physician talent by reframing as a place where physicians can reinvigorate their passion for medicine.

One study by the American Association of Family Physicians (AAFP) demonstrates the potential of digital assistants to address physicians’ top challenges, including those related to documentation and administrative demands.

In 2019, the AAFP created an innovation lab that explores the value of digital tools through a series of physician pilots. It offers AAFP members and their practices opportunities to assess existing and emerging tech solutions and share feedback and recommendations for implementation in family medicine practices.

To date, the AAFP Innovation Lab has conducted pilot programs for two artificial intelligence (AI)-based solutions: an AI-powered, voice-enabled digital assistant for physicians and a tool designed to enhance clinical workflow by automating data capture and analysis. During the first phase of the pilot, the voice-enabled digital assistant achieved a 62% decrease in documentation, a 51% decrease in documentation time during clinic hours, and a 70% decrease in after-hours charting—all while fitting seamlessly into physicians’ workflows. Currently, the AAFP is evaluating the results of Phase II, which drew participation from 100+ physicians across the country in 2021. Meanwhile, a pilot for the clinical workflow tool is currently underway, and a third pilot—also focused on an AI digital assistant—is set to take place this year.

How can rural hospitals not only determine the right tools for physician recruitment and satisfaction, but also ensure a sustainable approach to innovation? Here are 3 key factors that should be top of mind for leaders.

1. Consider usability as part of a digital tool’s value proposition. Health care software is notorious for being clunky and difficult to use. Consequently, physicians are skeptical of technology by nature, especially after the industry’s decade-long challenge rolling out electronic medical records only to find that they contribute to physician burnout. The value proposition of technology for physicians starts with its usability, and that characteristic must be front and center to drive adoption.
2. Partner with digital innovators and start-ups to harness AI solutions that can solve existential problems in health care. Doing so exposes rural hospitals to platforms and tools that offer potential to address their physician’s biggest needs. For example, by offering to participate in technology trials for a health care startup, rural hospitals can enhance access to new digital innovations. In doing so, they put vital tools in the hands of local physicians while supporting research that could make a deep impact on the industry’s ability to relieve and prevent physician burnout.
3. Focus on tools that can be incorporated into physicians’ existing workflows. The most effective tools for reducing burnout enable physicians to have greater control over their time. This is most likely to be achieved when tools such as digital assistants fit seamlessly into physicians’ workflows, allowing them to speak naturally—without having to memorize rote commands—and mine patient data in real time to optimize documentation, diagnosis, coding and more.

At a time when fewer than half of physicians are happy in their work and when rural hospitals and practices struggle to attract and retain physician talent, rural health care organizations must seek ways to apply technological advancements—including AI-based digital support—to meet physicians’ most basic needs. Evaluating value-based opportunities to connect physicians with digital tools that help prevent and relieve burnout is an excellent place to start.