Providing Southern Comfort

An employer's approach to health care in the South

With increasing demand for services but a shortage of workers, health care across the country is at an interesting juncture. Issues are magnified in the South where health concerns and needs reach extreme levels. This article reviews the growing need for health care in the South, and then outlines how employers can turn this into an opportunity for success.

GROWING NEED

Due to several factors, the demand for health services is on the rise.

Aging Population

• The proportion of older age groups is predicted to grow faster than the total population from 2008 to 2018.


• This is credited both to the first of the Baby Boomers reaching 65 in 2011 and to the fact that advances in technology and increasing survival rates and life expectancies.

This is of significance to the health care industry because older individuals are more likely to experience chronic health problems such as heart disease, arthritis, and diabetes, but their risk for cancer and certain mental health issues also increases. Studies also show that Baby Boomers are more likely to seek treatment, and accounted for more than half of all doctor visits in 2001.

Health Problems in the South

The South is such a unique entity and has always stood out from the rest of the country. When it comes to health, the South unfortunately stands out for negative reasons. Two major contributing factors to poor health in the South are expansive rural areas and high poverty rates. The consequences have been so strong that some have dubbed it the Stroke Belt. Consider these statistics:

• In 2002, five southeastern states, over 59% of the population met the criteria for overweight or obese, while another five states reported between 56-59% of the population meeting these criteria.


• The same study found no Southeastern state had more than 51% of its adults meeting recommended guidelines for physical activity; in seven states, less than 44% met them.


• The area has the highest percentage of serious psychological distress among adults.


• Adults in the South are far behind in terms of dental care.

Take a look at these regions in particular:

• South Carolina - studies find that diabetes, hypertension, obesity and infant mortality are higher in this state than the national average. Combined with the aging population, more health care services are needed.


• Georgia - heart disease, cancer, and diabetes occur more frequently among rural residents than those living in urban areas.


• Appalachia - the area that covers many southern states faces both poverty and isolation issues, which lead to even poorer health outcomes.

Shortage of Workers

Despite the high demand, there is currently a shortage of health care workers.

• A large portion of the work force is Baby Boomers and is now reaching retirement.


• Turnover and burnout plague the health care industry and make it difficult to retain employees. Consider North Carolina in particular. The Department of Health and Human Services reports that turnover rates for direct-care workers in home-care agencies averaged 39%; in nursing homes, 95%; in adult-care homes, 115%.

OPPORTUNITY FOR SUCCESS

To capitalize on the growing need, there are some key areas employers can focus on.

Reach rural populations

Rural areas tend to have disproportionate health issues, but it can be difficult to attract employees to these areas. As an employer, you might consider using "travel staffing" agencies as a way to attract staff to these less populous and popular locations.

Focus on healthy living

Experts agree that to address the health issues in the South, there needs to be focus on healthy living. As an employer, you can capitalize on this by seeking out nutritionists or dieticians whose work can decrease malnutrition, promote healthy lifestyles, and control diseases such as heart disease, high blood pressure, and diabetes.

Think outside the box

To attract the highly-sought candidate, you need to meet their expectations. So, how do you do that? Well, studies show that current employee expectations include having a balanced life, partnerships with their employees, personal and professional growth, a worthwhile contribution in their job, and a sense of community at work.

Look for young candidates

With Baby Boomers retiring, employers can focus on younger talent and the South is a prime location thanks to a variety of strong academic centers, including schools of public health, medicine, nursing, social work, law and public policy. In fact, two of the nation's three minority medical schools–Meharry and Morehouse–are located in these states and train most of the African-American doctors who practice in the region. These are great resources to tap into.

The growing need for health services in the South can be approached as a great opportunity for employers. By shifting services to meet unique needs in the South and reaching out to the right candidates, you can capitalize on current circumstances and provide southern comfort with more success than ever.