Rural healthcare leaders prioritize cybersecurity, revenue optimization and AI investments

Optimism grows as rural healthcare organizations adapt to post-pandemic challenges

MILWAUKEE, Feb. 4, 2025 /PRNewswire/ — Wipfli, a top 25 advisory and accounting firm, published today the results of an industry survey from the rural healthcare market that offers critical insights into present challenges and maps out long-term growth strategies.

Leaders of rural hospitals and clinics are optimistic about the future, with the worst of the COVID-19 pandemic behind them, according to Wipfli’s “State of rural healthcare” report for 2025. The report highlights key trends and priorities among rural healthcare organizations, based on a national survey of C-level executives.

While organizations are coping better with workforce shortages, increased labor costs have prompted leaders to focus on revenue optimization. Many are beginning to implement AI tools to offset a shrinking labor pool. In fact, 32% of rural healthcare leaders are already using AI tools to enhance operational efficiency.

“Rural healthcare organizations have emerged from COVID and managed to level off the staffing problem. But expenses are mounting, so they’re focusing on revenue-generating activities, like optimizing reimbursements,” said Kelly Arduino, a partner in Wipfli’s healthcare consulting practice.

Cybersecurity has risen to the forefront of leaders’ concerns, fueled by a twofold increase in network breaches over the past year. 56% of surveyed leaders reported significant concerns about cybersecurity — up from about 50% in prior years, leading to planned investments in network security protections, digital applications and AI tools over the next 12 months.

Nathan Sundheimer, a digital strategist for Wipfli, commented on the cybersecurity findings. “We’ve been talking about cyber for several years, but the dramatic increase in attacks over the last 12 months has hit home.”

The rural healthcare survey was based on responses from C-level executives at rural healthcare organizations across the United States. The full rural healthcare report can be found on Wipfli’s website.

State of Rural Healthcare 2025

About Wipfli LLP
Wipfli is an accounting and advisory firm that delivers holistic solutions to help clients navigate the modern marketplace, optimize performance and drive growth. Our more than 3,200 associates deliver digital, people, strategy, risk, financial and outsourcing solutions to 59,000+ clients.

Media contact

alicia.oconnell@wipfli.com

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SOURCE Wipfli LLP