New Healthcare Model Needed to Tackle Rural Obesity in New Zealand

New Zealand GPs are calling for a fundamental rethink of how the country responds to rural obesity in New Zealand, warning that the current health system is not equipped to deliver long-term, effective support to communities outside major urban centres.

New Zealand ranks as the third most obese country in the OECD, with more than one in three adults classified as obese. Rates among Māori exceed 50 percent. The economic consequences are escalating, with new projections showing the cost of obesity could rise by 471 percent to reach $46.3 billion by 2060.

Globally, more than half of the rise in obesity since 1985 has been driven by rural populations. In Aotearoa, those living in the most deprived rural areas are 1.6 times more likely to be obese than their urban counterparts. According to OECD research, obesity places significant pressure on health systems, productivity and long-term public finances.

Why Rural Obesity in New Zealand Requires a New Approach

Recent research examining the specific challenges faced by rural New Zealanders living with obesity found that GPs consider it one of the most pressing issues in their communities. However, many say the system itself is poorly designed to support patients in regional settings.

Dr Kieran Dang, chief medical officer of Moshy, a trans-Tasman telehealth GP network specialising in weight management, believes a new model of care is urgently required.

“Too often, people in regional areas struggle to even see a GP, let alone receive specialist weight-management care. Without new approaches designed for rural realities, residents are left at greater risk of serious conditions down the track,” he says.

Dang says structural barriers within the healthcare system, communication challenges and broader social and cultural influences all contribute to the complexity of rural obesity in New Zealand.

He notes that a University of Waikato study found GPs in smaller communities are often hesitant to initiate conversations about weight for fear of damaging trust.

“The GPs surveyed also reported a lack of rurally tailored interventions, limited funding, and few specialist services as ongoing obstacles. Many of them also stressed that the realities of rural life, such as long working hours, poor transport options, scarce access to gyms or fresh produce, and the dominance of fast-food outlets are not recognised at a policy level but strongly influence patient outcomes,” he says.

Obesity as a Systemic Health Challenge

Dr Dang argues that obesity must be treated as a structural health issue rather than framed as a personal failure.

“Helping patients lose weight doesn’t just change the number on the scale. It reduces their chances of heart attacks, diabetes, arthritis and mental health decline. The benefits are immense, but only if people can actually access the care they need.

“New digital care models such as telehealth allow us to meet patients where they are, regardless of postcode, and provide wraparound programmes that combine medical support, dietary advice and patient coaching. For rural communities, this is often the only practical way to access consistent, high-quality care,” he says.

In many rural regions, patients face waiting periods of up to six weeks to see a GP. That delay can stall early intervention and undermine motivation, particularly for those already struggling with long-term weight management.

Telehealth as Part of the Solution to Rural Obesity in New Zealand

Dr Anasuya Vishvanath, Moshy NZ clinical lead, says digital health platforms are not intended to replace local GPs but to relieve pressure and fill gaps where access is limited.

“Digital models like Moshy help bridge that gap so patients can start care sooner and stay engaged in their health journey.

“When patients finally get support that works they become more confident and committed, making lasting lifestyle changes.

“The current system was never designed for the scale of obesity we’re seeing. A new digitally enabled model that combines medical, social and cultural care is essential to close those gaps,” she says.

Experts argue that an integrated approach is essential, particularly for Māori and communities facing higher deprivation. That means embedding culturally appropriate care alongside medical, nutritional and behavioural support.

The Economic and Health Imperative

With obesity-related costs forecast to surge over the coming decades, the issue extends well beyond individual health outcomes. Rising rates of cardiovascular disease, type 2 diabetes, arthritis and mental health conditions place growing strain on hospitals, primary care services and public funding.

Addressing rural obesity in New Zealand therefore requires more than isolated programmes. It demands structural reform that recognises geography, access and cultural context.

This story has attracted national media attention, appearing in outlets such as NZ Herald and Stuff, reflecting broad concern about health inequity and the sustainability of the current model.

Impact PR: Supporting Health and Telehealth Innovation

At Impact PR, we work with healthcare providers, telehealth innovators and medical specialists tackling complex systemic challenges. As one of the leading pr agencies new zealand organisations rely on for health sector communications, we understand the importance of credibility and evidence-led storytelling.

Healthcare reform and digital health require careful positioning. Messaging must balance patient outcomes, clinical integrity and policy implications while remaining accessible to mainstream audiences.

Our team has supported organisations across primary care, biotech and health technology sectors to articulate the real-world impact of their services. That includes shaping founder narratives, securing national media coverage and ensuring that health equity issues are communicated responsibly.

In sectors like obesity management and telehealth, where public scrutiny and policy debate intersect, strategic public relations can help build trust and support informed discussion.

Clear communication is critical when advocating for systemic change in healthcare delivery.