Direct Primary Care is Growing in Wisconsin, and for Good Reason
By Curt Kubiak, President and CEO
As Wisconsin’s healthcare landscape continues to evolve, direct primary care has been quietly gaining momentum.
Direct primary care is a practical response to some of the most persistent challenges in healthcare today: rising costs, clinician burnout, and gaps in access, especially for individuals and families who struggle to navigate traditional care models.
Disruptive innovations don’t begin by competing head-to-head with established systems. Instead, they offer a simpler, more accessible, and more affordable alternative that meets the needs of people who have been underserved.
Over time, these models gain traction and reshape expectations. Direct primary care is doing that by re-centering care around the patient-clinician relationship rather than the billing process.
At its core, direct primary care offers a simpler way to deliver primary care. Patients pay a predictable monthly fee for access to most primary care services, bypassing insurance billing, copays, and administrative complexity. That simplicity is proving to be a powerful tool for patients, clinicians, and communities.
Why Clinicians Are Turning to Direct Primary Care
Across Wisconsin, many primary care clinicians are reaching a breaking point with the traditional fee-for-service model. Short appointment times, heavy documentation requirements, and growing administrative pressure have made it difficult to practice medicine in a way that prioritizes prevention and patient relationships.
The COVID-19 pandemic accelerated this with staffing shortages and expanded workloads, pushing many clinicians to seek a care model that offers flexibility and resilience.
Direct primary care offers an alternative. By removing fee-for-service billing from the exam room, clinicians can spend more time with patients and focus on continuity and whole-person care.
For many physicians, the shift is about sustainability. Direct primary care is a model that allows them to remain in primary care long term.
A Simpler Model with Real Impact
Direct primary care practices are intentionally lean, with minimal overhead and streamlined operations. This simplicity translates into better access for patients: longer appointments, same-day or next-day visits, and direct communication with a primary care provider.
Despite modest beginnings, many direct primary care practices experience strong demand, particularly in communities where access to primary care is limited.
For patients, the appeal is straightforward: clear costs, consistent access, and a trusted relationship with a primary care clinician.
Expanding Access Beyond the “Healthy and Wealthy”
One of the most common misconceptions about direct primary care is that it serves only affluent patients. Monthly membership fees, often comparable to a utility bill, can be more affordable than traditional care that requires copays or deductibles, and yields unpredictable charges.
Small employers are also adopting the direct primary care model as a way to offer meaningful primary care access. For employees who may have gone years without consistent care, the impact can be significant.
Earlier diagnoses, better chronic disease management, and fewer avoidable emergency visits save both employers and employees money in medical expenses and lost productivity.
Policy, Advocacy and the Future of Direct Primary Care in Wisconsin
Given its clear benefits for diverse populations, Wisconsin’s health policy leaders should fully embrace the direct primary care model by removing a significant barrier to growth: regulatory ambiguity.
Last year, direct primary care clinicians and advocates championed clarifying legislation; however, it fell just short of becoming law despite bipartisan support.
Establishing a clear regulatory framework would give more providers the confidence to open practices and meet the state’s growing primary care needs.
Where Direct Primary Care Fits
Direct primary care is not a universal solution, nor does it replace the need for insurance, hospitals, or public health infrastructure. But as affordability and access continue to challenge families and employers across Wisconsin, direct primary care offers a complementary path forward.
By prioritizing relationships, transparency, and access, direct primary care proves that sometimes, better healthcare starts by going back to basics.
How do you think direct primary care fits into Wisconsin’s healthcare ecosystem? Reach out at OnWisconsinHealthcare@the-alliance.org.
Curt Kubiak is the President and CEO of The Alliance, a non-for-profit cooperative that helps employers save money on their healthcare spend. After an early career in the manufacturing sector, Kubiak has spent nearly two decades as an executive in the healthcare industry in Wisconsin.
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