Cover of Madison Magazine's January 2021 issue with a nurse wearing a face shield and mask

Innovation is a monthly column in Madison Magazine covering startups, entrepreneurism, and innovative ideas coming out of Dane County, Wisconsin.

Other Recent Articles

When Safer at Home Isn’t

When Safer at Home Isn’t

Dear Sully

Dear Sully

No Time To Waste

No Time To Waste

Small Businesses Are Now Hiring Apprentices. Should You?

Small Businesses Are Now Hiring Apprentices. Should You?

Dunkin Donuts #1 Franchise 500 Entrepreneur

Dunkin Donuts #1 Franchise 500 Entrepreneur

Live Your Best Life 12 Resolutions To Make This Your Best Year Yet

Live Your Best Life 12 Resolutions To Make This Your Best Year Yet

There’s a Skilled Trade Labor Shortage – Can We Fix It?

There’s a Skilled Trade Labor Shortage – Can We Fix It?

You Don’t Need to Leave Your Hometown to Start a Great Business

You Don’t Need to Leave Your Hometown to Start a Great Business

What Nurses Know About Opioids

What Nurses Know About Opioids

Transgender Youth Health

Transgender Youth Health

Campus Sexual Assault

Campus Sexual Assault

Nursing Behind Bars

Nursing Behind Bars

Soldiering On

Soldiering On

Muslim in Madison

Muslim in Madison

Out of the Shadows: Undocumented Latino Immigrants in Madison

Out of the Shadows: Undocumented Latino Immigrants in Madison

Profile John Gottman, UW-Madison alum and renowned relationship expert

Profile John Gottman, UW-Madison alum and renowned relationship expert

UW-Madison’s storied Gender and Women’s Studies Department celebrates 40 years

UW-Madison’s storied Gender and Women’s Studies Department celebrates 40 years

Homelessness in Madison, Wisconsin

Homelessness in Madison, Wisconsin

The Whitehorse Ho Chunk Family Story

The Whitehorse Ho Chunk Family Story

UW-Madison Law School Responds to the Tony Robinson Shooting

UW-Madison Law School Responds to the Tony Robinson Shooting

Collegiate Recovery in Madison

Collegiate Recovery in Madison

Madison Mothers React to Tony Robinson Shooting

Madison Mothers React to Tony Robinson Shooting

Wheeling and Dealing

Wheeling and Dealing

Community Response to the Heroin Epidemic in Dane County

Community Response to the Heroin Epidemic in Dane County

Lilada Gee and African-American Sexual Abuse Survivors

Lilada Gee and African-American Sexual Abuse Survivors

Innovation September 2020 Advocate MD

Direct primary care may be the free market approach long sought by many.

Madison Magazine monthly Innovation column, September 2020

Magazine opened to page with article called When Safer at Home Isn't

We don’t often talk about doctors and entrepreneurs in the same conversation. Here in HMO-dominated Madison, independent clinics such as Wildwood and Associated Physicians are the minority. Rarer still is an emerging model known as direct primary care, or DPC. The concept: An enterprising medical doctor hangs a shingle, bills a monthly membership rate instead of pay-per-service and doesn’t accept insurance.

“Two years ago I had never even heard of direct primary care,” says Dr. Nicole Hemkes, who opened her Middleton DPC clinic, Advocate MD, in November 2018.

To continue reading please pick up the September 2020 issue of Madison Magazine at area newsstands, or click through to the online version here.

—Maggie Ginsberg is an associate editor at Madison Magazine and a long-time award-winning freelance writer. Innovation is her monthly column for Madison Magazine focused on startups, entrepreneurism and innovative ideas coming out of Dane County, Wisconsin.

Share This