Health care · Small-town market · Wisconsin
Dentists and orthodontists in the Wisconsin Rapids-Marshfield, WI area
Competitor counts, household spending and official business counts for dentists and orthodontists in the Wisconsin Rapids-Marshfield, WI area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 68 out of 100: Upper middle
Ranked #95 of 526 scored small-town markets
#8 of 13 scored small-town markets based in Wisconsin
- Listings
- 24
- 3 chain locations (13%)
- Official establishments
- 19
- Businesses with payroll, 2023
- Household spending a year
- $42.6M
- On medical and dental services · $1,319 a household
- Spending per listing
- $1.8M
- 80% above the U.S.
- Listings per 10k households
- 7.4
- 44% below the U.S.
- Population, 2025
- 74,060
- −0.2% since 2020
See the dentists and orthodontists around any address in the Wisconsin Rapids-Marshfield area
The site report maps the dentists and orthodontists on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Wisconsin Rapids-Marshfield area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
At $1,319 per household (2% above the U.S. average), households in the Wisconsin Rapids-Marshfield area spend about $42.6M a year on medical and dental services. Spread across 24 dentists and orthodontists, that is $1.8M per practice, 80% above the U.S. figure of $984K. The spending figure covers all medical and dental services, not only dentists and orthodontists.
The Wisconsin Rapids-Marshfield area has 24 dentists and orthodontists on map listings as of September 2026. Chain locations make up 13% of them, against 12% across the U.S. Per 10,000 households, that is 7.4, 44% below the U.S. rate of 13.1.
In 2023, official counts showed 19 businesses with payroll in the Wisconsin Rapids-Marshfield area classed as offices of dentists. That is one for every 1,698 households, against one for every 952 across the U.S. Since fiscal 2022, 1 SBA-backed loan worth $1M has gone to businesses classed as offices of dentists in the Wisconsin Rapids-Marshfield area.
Between 2020 and 2025, the population of the Wisconsin Rapids-Marshfield area declined 0.2%, against +3.1% for the U.S. The Groundwork market score for dentists and orthodontists in the Wisconsin Rapids-Marshfield area is 68 (upper middle), #95 of 526 scored small-town markets and #8 of 13 scored small-town markets based in Wisconsin. That puts it in the top quarter of small-town markets.
How the Wisconsin Rapids-Marshfield area compares
The same measures for Wisconsin and the whole U.S. Spending per listing divides a year of household spending on all medical and dental services by the dentists and orthodontists counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Wisconsin Rapids-Marshfield area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 7.4 | 10.5 | 13.1 |
| Spending per listing | $1.8M | $1.4M | $984K |
| Households per official establishment | 1,698 | 1,304 | 952 |
| Official establishment growth, 2019–2023 | n/a | −4.0% | −0.5% |
| Population growth, 2020–2025 | −0.2% | +1.3% | +3.1% |
| Spending per household on medical and dental services | $1,319 | $1,435 | $1,288 |
| Median household income | $67,989 | $77,485 | $80,734 |
| Groundwork market score | 68 | 78 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 19
- Employees, 2023
- 229
- Annual payroll, 2023
- $13.7M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 243 chain locations
- Listings at the U.S. rate for this spending
- 43The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 1
- Amount
- $1M
SBA-backed loans to businesses classed as offices of dentists in the Wisconsin Rapids-Marshfield area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in the Wisconsin Rapids-Marshfield area
- Population, 2025 estimate
- 74,060−0.2% since 2020
- Households
- 32,253
- Median age
- 43.8
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 793 sq. mi.
- People per square mile
- 93
- Median household income
- $67,989+23.8% vs. 2015–2019, before inflation
- Average household income
- $86,117
- Median home value
- $175,600
- Jobs located here
- 37,937
- Daytime population
- 75,209Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Wisconsin Rapids-Marshfield area?
These figures cover the whole small-town market. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the dentists and orthodontists on map listings by name and distance.
Or open the report at the center of the Wisconsin Rapids-Marshfield area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardDentists and orthodontists across Wisconsin
Every Wisconsin market ranked →The highest-scoring small-town markets in Wisconsin for dentists and orthodontists, numbered among those based in Wisconsin, with the Wisconsin Rapids-Marshfield area marked.
Top small-town markets in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Menomonie, WI | 83 | 11 | 6.3 | $2.2M | +1.7% | #9 of 526 |
| 2Whitewater-Elkhorn, WI | 80 | 32 | 7.4 | $2M | +0.8% | #20 of 526 |
| 3Beaver Dam, WI | 78 | 22 | 6.1 | $2.3M | −0.3% | #33 of 526 |
| 4Sparta, WI | 78 | 14 | 7.6 | $1.8M | +0.6% | #39 of 526 |
| 5Baraboo, WI | 76 | 16 | 5.7 | $2.5M | +1.3% | #43 of 526 |
| 6Shawano, WI | 76 | 11 | 5.9 | $2.2M | +1.4% | #44 of 526 |
| 7Manitowoc, WI | 69 | 31 | 8.8 | $1.5M | +0.4% | #88 of 526 |
| 8Wisconsin Rapids-Marshfield, WI | 68 | 24 | 7.4 | $1.8M | −0.2% | #95 of 526 |
| 9Rice Lake, WI | 65 | 15 | 7.5 | $1.8M | −0.5% | #118 of 526 |
| 10Watertown-Fort Atkinson, WI | 64 | 30 | 8.6 | $1.7M | +0.3% | #131 of 526 |
Other business types in the Wisconsin Rapids-Marshfield area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
Fitness and classes
Health care
- Doctors, dentists and clinics60
- Dentists and orthodontists68
- Primary care and pediatrics66
- Urgent care and walk-in clinics
- Chiropractors33
- Physical therapy63
- Optometrists and eye care51
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many dentists and orthodontists are in the Wisconsin Rapids-Marshfield, WI area?
Map listings as of September 2026 show 24 dentists and orthodontists in the Wisconsin Rapids-Marshfield area. 3 of them (13%) are chain locations. The listings count dental practices, orthodontists included. Official counts show 19 businesses with payroll classed as offices of dentists in 2023.
How much do households in the Wisconsin Rapids-Marshfield, WI area spend on medical and dental services?
About $42.6M a year, or $1,319 per household. That is 2% above the U.S. average (an index of 102, where 100 is the U.S. average). Spread across the 24 dentists and orthodontists on map listings, it comes to $1.8M per practice. That spending covers all medical and dental services, which dentists and orthodontists share with other businesses in the trade. It is estimated from the incomes of the 32,253 households in the Wisconsin Rapids-Marshfield area and national spending patterns by income.
How does the Wisconsin Rapids-Marshfield, WI area compare with the U.S. for dentists and orthodontists?
The Wisconsin Rapids-Marshfield area has 7.4 dentists and orthodontists per 10,000 households, 44% below the U.S. rate of 13.1. Spending per practice is $1.8M, 80% above the U.S. figure of $984K. At the U.S. ratio of dentists and orthodontists to household spending, the Wisconsin Rapids-Marshfield area would have about 43, against 24 on map listings. There is one business with payroll in the industry for every 1,698 households, against one for every 952 across the U.S.
How fast is the Wisconsin Rapids-Marshfield, WI area growing?
Population estimates put the Wisconsin Rapids-Marshfield area at 74,060 people in 2025, down 0.2% since 2020, against +3.1% for the U.S. It has 32,253 households. Median household income in the Wisconsin Rapids-Marshfield area is $67,989, 16% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 23.8%, before inflation.
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. The Wisconsin Rapids-Marshfield area scores 68 for dentists and orthodontists (upper middle), #95 of 526 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Wisconsin Rapids-Marshfield area. It maps the dentists and orthodontists on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
How the score works · Top markets for dentists and orthodontists · All 56 business types in the Wisconsin Rapids-Marshfield area
Screening a site or an acquisition in the Wisconsin Rapids-Marshfield area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Wisconsin Rapids-Marshfield area. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.