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