Earning trust is the foundation of leadership—especially for a leader stepping into a century-old organization. In this episode, Matt Fry, president and CEO of Freeman Health System in Joplin, Missouri, shares what it takes to lead a locally owned, nonprofit health system through a period of growth and change.

As the first CEO hired from outside the organization in its 100-year history, Fry explains how presence, humility and a willingness to be vulnerable is helping him build trust with his team and community. He also discusses empowering his leadership team, advancing quality through lean process improvement and integrating behavioral health across the system. This conversation offers a candid look at the mindset required to lead rural health care forward while keeping people and communities at the center.

Rural hospitals are often misunderstood, underfunded and underestimated, but they are also some of the most innovative health care organizations in the country. In this episode, Alan Morgan, CEO of the National Rural Health Association, shares a national perspective on the forces shaping rural health care today.

Drawing on more than 35 years of health policy experience, Morgan covers the real reasons rural hospitals close, what the Rural Health Transformation Fund could mean for the future, the ongoing battle over the 340B drug program and why collaboration — inside and outside the hospital — is the defining trait of successful rural health leaders.

He also offers a direct challenge to rural leaders: tell your story, because it matters more than you think.

Rural health care leaders are finding new ways to solve old problems, and Carroll County Memorial Hospital in Carrollton, Missouri is proof of what's possible.

In this episode, Scott Thoreson, President and CEO, and Dr. Andy Horine, family physician and the hospital's first Chief Medical Information Officer, share how a fiercely independent, non-tax-supported critical access hospital has built a national reputation for quality while investing boldly in the future of rural health.

They discuss the hospital's innovative partnership with UMKC and a new Student Learning Center, which includes a state-of-the-art Anatomage table used to train medical students and high school health occupations students, and is doubling as a recruitment strategy. They also address the role of technology and AI in improving both physician experience and patient outcomes and share what's ahead for Carroll County Memorial Hospital as health care continues to change.

This episode offers a front-row look at two leaders who believe that in rural health care, relationships, culture and community investment aren't just nice to have — they're the strategy.