Good idea about the epoxy paint. When I put new tires on two years ago, I used a wire brush to remove the loose rush, sprayed the rusted area with Permatex brand rust treatment, put a new rim strip in, and I was finished. I did not have extensive rust, though.... just a few bad areas underneath the old rim strip.
In hindsight, a coat of paint like bobby suggests would be a good idea. I don't know if it is necessary, though.
Regards, Gary