It’s a ‘best of times, worst of times’ situation for rural healthcare providers.
On one hand, the H.R. 1 reconciliation bill signed in July 2025 is expected to cut $911 billion over ten years in Medicaid spending. Much of that savings will come from new eligibility requirements that will shrink the number of people covered by Medicaid. For example, the non-partisan Congressional Budget Office estimates this will result in 11.8 million Americans losing their health insurance by 2034.
This will have a disproportionately large impact on rural healthcare, as Medicaid currently covers 24% of people in rural areas.
To address the funding gap for rural areas, the Centers for Medicare & Medicaid Services (CMS) is implementing the Rural Health Transformation Program (RHTP), a new $50 billion federal initiative to bring measurable, sustainable improvements to rural healthcare.
Each year through 2030, CMS will distribute $10 billion in funding to the states. 50% will be divided equally, while the other 50% is discretionary awarded to states based on perceived need.
In order to have the best chance at accessing that funding, healthcare providers need to be proactive in learning their state’s unique funding application process and be strategic with what they ask for. Based on MedCerts’ expertise in helping partners with public funding applications, here are 5 practical tips for navigating this unique opportunity:
Tip #1. Know your State’s RHTP Direction
Individual states determine which internal agency is in control of handling RHTP implementation, and are responsible for creating the specific eligibility requirements of requests for RHTP funding. We already know no two states are doing it the exact same way.
For example, in Alaska, the Alaska Community Foundation (ACF) has been contracted by the state to administer the application and award process of entities seeking RHTP funding. As part of a statewide vision, they want proposed projects to align with one of six proposed initiatives, including one focused on maternal and child health.
In contrast, the Delaware Department of Health and Social Services is the lead agency on RHTP in that state. They have already decided the specific programs they want to use the first round of RHTP funding on, including a “Food Is Medicine” program focusing on nutrition and creating mobile health units. The main thing left to be decided is the organizations that will run those programs, determined through an Open Request for Proposals process.
It’s important to understand the approach and priorities of your specific state around RHTP, in order to craft RHTP funding proposals best aligned with that vision. To help with that process, MedCerts has put together the RHTP State Lead Agency & Funding Reference Guide. The page tracks both the level of RHTP funding awarded to the state and the lead agency in each state that’s the point of reference for facilities submitting funding proposals.
Tip #2. Be Clear on Your Workforce Problem
It’s important that your healthcare facility identifies the workforce issue that’s the biggest pain point, and fixing it would be best aligned with improving patient outcomes.
Map future demand to make sure the problem is systemic, and not a temporary setback. For example, having a quarter with a shortage of Certified Nursing Assistants (CNAs) is not a reason to propose creating a CNA training program. Projecting that two years into the future that there will still be the same level of staffing crisis without intervention, would be a reason to propose using RHTP funding to create a CNA training program.
Also, make sure to clearly document how much money can be saved through creating the program. The MedCerts ROI Calculator is a free resource to help you calculate the cost advantage of upskilling your healthcare staff over seeking an external hire. For access to the MedCerts ROI Calculator, either email us at [email protected] or contact your account manager directly.
Tip #3. Be Ready to Plug In, Not Build from Scratch
Given that states are already accepting RHTP funding applications, there just isn’t the time to experiment with creating a new program on your own. Additionally, for RHTP programs to remain funded in years 2-5, they must hit interim milestones and measurable outcome benchmarks dictated by the state and CMS.
Applicants need to partner with existing, proven program solutions to maximize the chances their proposal will both get approved for RHTP money and hit performance benchmarks. MedCerts is a great example of the type of partner who is able to support getting a new program off the ground quickly.
With 25,000 students enrolled every year, and more than 120,000 people trained in total, MedCerts already has the necessary experience quickly launching an online certification training program for employers at scale. MedCerts also has the ability to modify their training programs based on the specific needs of healthcare employers or educational institutes.
Tip #4. Understand How Funding will Likely Flow
RHTP funding will flow through a variety of subawards, pilots, contracts and partnerships. Especially with all 50 states having their own processes, it’s a lot to keep track of, but organizations aligning now will be best positioned for execution.
MedCerts is also here to help. Ursula Marioth, MedCerts’ Grant Manager, and the entire MedCerts grant management team specialize in strategy around public funding pipelines, and are happy to help partners and potential partners navigate the quickly evolving RHTP funding application process. Creating a funding application strategy is not something you’ll need to do alone.
Tip #5. Strengthen Employment Alignment
RHTP initiatives can’t succeed in a vacuum, and require relationships between rural healthcare systems with academic institutions and workforce agencies. MedCerts can help strengthen that alignment, deploying industry-recognized healthcare training programs. MedCerts has the necessary expertise in coordinating program implementation between all of those relevant parties to address critical workforce shortages, support career mobility for existing staff, and create sustainable talent pipelines aligned to regional healthcare labor demand.
Tip #6. Have the Right Partner in Place
In looking for a partner to pitch and implement an RHTP-funded program with, a proven track record is key, and luckily, MedCerts has that reputation around rural allied healthcare certification training.
For example, UnityPoint Health (UPH) is a healthcare network across Iowa, western Illinois and southern Wisconsin – largely in rural areas. They were dealing with a shortage of medical assistants, so UPH partnered with MedCerts to offer a fully subsidized Certified Clinical Medical Assistant training program.
39 people accepted and completed the training program during the first cohort, with 128 people completing the program to become Medical Assistants at UPH. Time to productivity was improved by 50%, and the program had a 96% retention rate after a year.
MedCerts offers 55 online programs for in-demand careers leading to certification from 26 nationally recognized certification bodies. Additionally. MedCerts is the recipient of many prestigious awards, including the 2023 People’s Choice Stevie Awards for Favorite New Products for Virtual Learning Solution: MedCerts Intro to Human Anatomy Course App and a 2023 Merit Award for Best Use Of AI in Healthtech.
MedCerts has both the accolades and a performance record that’s ideal for this type of partnership.
Conclusion
From pre-award and planning support to implementation and delivery, and reporting and ongoing support, MedCerts is a complete partner through every step of the Rural Health Transformation Program application and implementation process. While RHTP grants are new, MedCerts has a wealth of experience navigating grant applications and providing online certification training that delivers results.
Want more information about how MedCerts can assist through the RHTP application process? Contact us at [email protected]!
