Assuring access to behavioral health services in rural communities remains one of the most persistent and critical challenges that state governments face today. Research shows that nearly 18% of large rural areas and over 40% of small or isolated rural areas are at least 30 minutes away from any mental health care facility. In comparison, fewer than 10% of urban areas face this issue. According to Rural Health Information Hub, over 70% of rural counties lack a psychiatrist, and many have no psychologists or licensed counselors. Rural communities often struggle to access behavioral health services, which can harm community well-being, economic stability, and family life.
Most rural communities also lack reliable public transportation, which makes it difficult for people without personal vehicles to access behavioral health services and support. Even for those with personal vehicles, costs related to fuel, insurance, and vehicle maintenance can be prohibitive for low-income households. Based on our experience and observations in rural communities, many people rely on family and friends for rides, which can be an inconsistent resource and may compromise privacy or people’s willingness to access services.
Many individuals in rural communities are also unaware of treatment options or where to seek behavioral health services and support. Behavioral health services are often poorly advertised. In addition, our experience shows that rural communities tend to prefer receiving information through word of mouth, relying on trusted neighbors, friends, and local leaders to share news about available services.
Misconceptions about behavioral health services persist in many rural communities and in small communities where “everyone knows everyone.” Based on our experience, people may avoid seeking help due to stigma around mental health and fear of being judged, especially when behavioral health services are visibly located within the community. Rural culture often emphasizes self-reliance, which can discourage help-seeking behavior and reinforces the belief that mental health challenges should be managed privately.
The areas below highlight essential steps to help promote access, strengthen collaboration, and increase awareness of behavioral health services in rural communities.
Expand transportation access
Transportation is a critical barrier for many rural residents. To help expand transportation access, consider the following:
- Add or increase reimbursement rates for transportation providers to incentivize them to operate in rural communities.
- Research and stay apprised of any new funding sources (e.g., Rural Health Information Hub) to support expanded transportation options.
- Partner with local transit agencies, non-profits, and community organizations to coordinate rideshare programs, volunteer driver networks, or shuttle services tailored to behavioral health appointments.
Expanding transportation services—whether through partnerships, subsidies, or new infrastructure—can significantly improve access to care and support.
Improve how information is shared
Clear and consistent communication is essential to increase awareness of available behavioral health services and begin to destigmatize mental health treatment. To help improve information dissemination, consider the following:
- Establish or reinforce partnerships with local and national organizations and advocacy groups to develop a communication plan and design and implement effective awareness campaigns that inform the public of available behavioral health services.
- Partner with trusted local leaders (e.g., faith leader, fire marshal, sheriff) to help deliver messages that challenge mental health stigma and promote accessing services.
- Host town halls and/or community forums to address concerns about behavioral health facilities and services.
- Establish and actively manage a centralized inbox where rural community members can submit questions, concerns, or feedback about behavioral health services. Ensure timely responses and track recurring themes to inform outreach and service improvements.
- Share data and success stories about how behavioral health services improve community well-being, reduce usage of emergency services, and support economic stability.
- Be transparent about safety protocols, service populations, and facility operations in rural communities to counter misinformation.
Through these partnerships, states can help ensure that rural community members are informed of available resources and begin to destigmatize mental health.
Create a centralized and accessible resource directory
Developing an electronic directory of available behavioral health programs and services can help people in rural communities easily find the support they need and increase participation in behavioral health. To help people access the services they need, consider the following:
- Develop a single, multilingual, and ADA-compliant directory of available programs and services, including crisis lines, outpatient clinics, telehealth options, peer support, and culturally-specific services.
- Distribute the directory both online and as paper copies in accessible places such as libraries, clinics, hospitals, schools, churches, food banks, and community centers to reach a wider audience.
- Include eligibility criteria, hours of operation, and contact information for each service to reduce confusion and increase follow-through.
- Update the directory regularly and include a feedback mechanism, so users can report outdated information or suggest new resources.
- Promote the directory through local media, social networks, and community events to raise awareness and encourage use.
- Partner with local organizations and leaders to co-brand and distribute the directory, increasing trust and credibility within the community.
- Aim to make the directory easy to navigate and accessible to all.
At BerryDunn, our State Government Practice Group has a proven record of helping clients overcome these barriers. We combine robust data analysis, strategic assessment, and stakeholder engagement to deliver tailored, actionable recommendations that drive measurable improvements. Our experts have guided multiple states through the design and implementation of initiatives that help expand access and support improved outcomes. Contact our behavioral health consulting team to discover how we can partner with you to ensure healthier, more resilient rural communities.