Recently, Hospitals and FQHCs: Why Partnerships Matter Now More Than Ever, an article by health care strategist Susan Dubuque, highlighted the critical role Federally Qualified Health Centers (FQHCs) play in our health care system — and the challenges they face in today’s rapidly changing landscape.
We were thrilled to see our very own Steve Weinman, Principal at FQHC Associates, featured in the piece. Steve has spent decades in the FQHC world — first as a health center CEO and now as a trusted advisor to centers across the country. His deep experience and passion for advancing the mission of community health make him a sought-after voice on the complex issues facing health centers today.
“Whether your goal is to improve care coordination, expand access, reduce avoidable ED visits, or meet community benefit requirements — health center partnerships are a powerful, underutilized lever,” Steve shared in the article.
The piece goes on to explore how hospitals and health centers can work together to improve outcomes, lower costs, and strengthen the communities they both serve.
You can read the full article here.
The Next Big Challenge: Marketing for a Shifting Payer Mix
While partnerships are essential, there’s another challenge health centers can’t afford to ignore: marketing.
Traditionally, most FQHC marketing efforts have been minimal and focused almost entirely on reaching uninsured or Medicaid patients. This approach made sense when those populations were the primary source of visits and revenue.
But the landscape is changing — and fast.
Medicaid funding is under threat, with eligibility changes that could leave many patients uninsured.
FQHCs are already operating on razor-thin margins, with many reporting losses in recent years.
Medicare and commercially insured patients make up a relatively small percentage of most health centers’ payer mix — often 20% or less.
When Medicaid cuts take effect, health centers will continue to serve those patients — often on a sliding fee scale — but the financial hit will be significant.
The path to sustainability depends on attracting more insured patients while continuing to serve those most in need. And that’s where marketing plays a crucial role.
Overcoming Stigma and Misperceptions
One of the biggest barriers FQHCs face is perception.
Many people don’t even know health centers exist. Those who do often assume they’re “only for the uninsured” or “low-income patients.”
The truth is, FQHCs are held to higher standards than many private practices.
They must meet rigorous federal requirements for quality of care.
Their governing boards are made up of at least 51% patients, ensuring community representation.
They provide comprehensive, patient-centered services — often under one roof — including medical, dental, behavioral health, and more.
The challenge is that this story rarely gets told. Without proactive marketing, FQHCs are left battling negative perceptions or invisibility — both of which limit their ability to grow and diversify their payer mix.
What Effective FQHC Marketing Looks Like
At FQHC Associates, we help health centers build marketing strategies that do more than fill appointment slots.
The right marketing creates awareness, builds trust, and helps health centers thrive financially while staying true to their mission.
Here’s what that looks like in practice:
Clear messaging that speaks to insured patients and highlights quality of care
Strategic campaigns to attract Medicare and commercially insured patients
Education initiatives to address stigma and misconceptions about health centers
Tools and systems to track results and make data-driven decisions
When done right, marketing becomes a force multiplier — supporting the mission, strengthening financial sustainability, and helping health centers continue serving the people who need them most.
Building a Sustainable Future
Partnerships with hospitals and health systems are one important piece of the puzzle.
Equally important is ensuring that health centers have the visibility and reputation they need to compete for patients in today’s health care landscape.
Steve’s insights in Susan Dubuque’s article remind us that collaboration is key — but collaboration alone isn’t enough.
Health centers must also invest in telling their own story.
At FQHC Associates, we’re here to help health centers navigate both challenges — building strong partnerships and strong marketing foundations to ensure that FQHCs don’t just survive, but thrive for generations to come.
About the Author
Jen is the Communications & Marketing Director of FQHC Associates, providing marketing and communications services for the firm and their FQHC clients.
Jen has extensive experience in branding, marketing and communications, with a focus on creating strategic marketing and communication plans that drive patient engagement and boost revenue.
If you would like to learn more about how FQHC Associates can help your FQHC with your marketing and communications, please click here or contact Jen at JWeinman@fqhc.org.
