Health care · Metro area · Wisconsin
Medical and dental practices in the Madison, WI metro area
How the Madison, WI metro area compares with other metro areas and the U.S. for medical and dental practices: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 73 out of 100: Upper middle
Ranked #41 of 387 scored metro areas
#5 of 13 scored metro areas based in Wisconsin
- Listings
- 3,095
- 204 chain locations (7%)
- Official establishments
- 694
- +11.7% since 2019
- Household spending a year
- $466.9M
- On medical and dental services · $1,548 a household
- Spending per listing
- $151K
- In line with the U.S.
- Listings per 10k households
- 102.6
- 21% above the U.S.
- Population, 2025
- 709,685
- +4.1% since 2020
See the medical and dental practices around any address in the Madison metro area
The site report maps the medical and dental practices 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 Madison metro 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
Map listings as of September 2026 show 3,095 medical and dental practices in the Madison metro area. 204 of them (7%) are chain locations, against 11% across the U.S. That is 102.6 per 10,000 households, 21% above the U.S. rate of 84.5.
At $1,548 per household (20% above the U.S. average), households in the Madison metro area spend about $466.9M a year on medical and dental services. That is about $151K of household spending for each practice on map listings, in line with the U.S. figure of $152K.
In 2023, official counts showed 694 businesses with payroll in the Madison metro area classed as offices of physicians, dentists, chiropractors, optometrists and therapists, and urgent care centers, up 11.7% from 2019. That is one for every 435 households, against one for every 270 across the U.S. Another 407 one-person businesses have no payroll, by official counts. Since fiscal 2022, 7 SBA-backed loans worth $9.2M have gone to businesses classed as offices of physicians, dentists, chiropractors, optometrists and therapists, and urgent care centers in the Madison metro area.
Population estimates show the Madison metro area grew 4.1% from 2020 to 2025, faster than the U.S. (+3.1%). The Groundwork market score for medical and dental practices in the Madison metro area is 73 (upper middle), #41 of 387 scored metro areas and #5 of 13 scored metro areas based in Wisconsin. That puts it in the top quarter of metro areas.
How the Madison metro 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 medical and dental practices 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 | Madison metro area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 102.6 | 93.0 | 84.5 |
| Spending per listing | $151K | $154K | $152K |
| Households per official establishment | 435 | 335 | 270 |
| Official establishment growth, 2019–2023 | +11.7% | +12.0% | +1.5% |
| Population growth, 2020–2025 | +4.1% | +1.3% | +3.1% |
| Spending per household on medical and dental services | $1,548 | $1,435 | $1,288 |
| Median household income | $88,804 | $77,485 | $80,734 |
| Groundwork market score | 73 | 60 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 694+11.7% over the period
- Employees, 2023
- 11,802
- Annual payroll, 2023
- $1.1B
- One-person businesses, 2023
- 407Businesses with no payroll
- Map listings, September 2026
- 3,095204 chain locations
- Listings at the U.S. rate for this spending
- 3,062The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 7
- Amount
- $9.2M
SBA-backed loans to businesses classed as offices of physicians, dentists, chiropractors, optometrists and therapists, and urgent care centers in the Madison metro 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 Madison metro area
- Population, 2025 estimate
- 709,685+4.1% since 2020
- Households
- 301,580
- Median age
- 39.0
- Homes lived in by their owners
- 60%
- Vehicles per household
- 1.7
- Land area
- 3,309 sq. mi.
- People per square mile
- 209
- Median household income
- $88,804+22.7% vs. 2015–2019, before inflation
- Average household income
- $116,647
- Median home value
- $372,400
- Jobs located here
- 417,554
- Daytime population
- 747,946Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Madison metro area?
These figures cover the whole metro area. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the medical and dental practices on map listings by name and distance.
Or open the report at the center of the Madison metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardDoctors, dentists and clinics across Wisconsin
Every Wisconsin market ranked →The highest-scoring metro areas in Wisconsin for medical and dental practices, numbered among those based in Wisconsin (a market based in another state is listed without a number), with the Madison metro area marked.
Top metro areas in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Janesville-Beloit, WI | 84 | 333 | 49.6 | $280K | +1.7% | #4 of 387 |
| Minneapolis-St. Paul-Bloomington, MN-WI | 82 | 10,468 | 70.9 | $231K | +2.6% | #6 of 387 |
| 2La Crosse-Onalaska, WI-MN | 77 | 387 | 53.7 | $260K | +0.4% | #23 of 387 |
| 3Fond du Lac, WI | 74 | 309 | 71.5 | $194K | +0.5% | #35 of 387 |
| 4Eau Claire, WI | 73 | 490 | 68.2 | $204K | +2.6% | #38 of 387 |
| 5Madison, WI | 73 | 3,095 | 102.6 | $151K | +4.1% | #41 of 387 |
| Duluth, MN-WI | 71 | 883 | 73.4 | $188K | +0.2% | #53 of 387 |
| 6Wausau, WI | 69 | 310 | 53.6 | $264K | +1.0% | #58 of 387 |
| 7Appleton, WI | 64 | 833 | 83.5 | $179K | +2.7% | #87 of 387 |
| 8Green Bay, WI | 51 | 1,681 | 123.5 | $116K | +2.5% | #191 of 387 |
Other business types in the Madison metro 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 clinics73
- Dentists and orthodontists87
- Primary care and pediatrics85
- Urgent care and walk-in clinics91
- Chiropractors46
- Physical therapy75
- Optometrists and eye care70
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many medical and dental practices are in the Madison, WI metro area?
There are 3,095 medical and dental practices on map listings in the Madison metro area as of September 2026. 204 of them (7%) are chain locations. The listings count every outpatient clinic and practice, and urgent care. Official counts show 694 businesses with payroll classed as offices of physicians, dentists, chiropractors, optometrists and therapists, and urgent care centers in 2023, up 11.7% from 2019. Official counts list 407 one-person businesses without payroll.
How much do households in the Madison, WI metro area spend on medical and dental services?
About $466.9M a year, or $1,548 per household. That is 20% above the U.S. average (an index of 120, where 100 is the U.S. average). Spread across the 3,095 medical and dental practices on map listings, it comes to $151K per practice. It is estimated from the incomes of the 301,580 households in the Madison metro area and national spending patterns by income.
How does the Madison, WI metro area compare with the U.S. for medical and dental practices?
The Madison metro area has 102.6 medical and dental practices per 10,000 households, 21% above the U.S. rate of 84.5. Spending per practice is $151K, in line with the U.S. figure of $152K. At the national ratio of medical and dental practices to household spending, the Madison metro area would have about 3,062, against 3,095 on map listings. There is one business with payroll in the industry for every 435 households, against one for every 270 across the U.S. The official count rose 11.7% from 2019 to 2023, against +1.5% for the U.S.
How fast is the Madison, WI metro area growing?
Population estimates put the Madison metro area at 709,685 people in 2025, up 4.1% since 2020, faster than the U.S. (+3.1%). It has 301,580 households. Median household income in the Madison metro area is $88,804, 10% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 22.7%, 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. 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 Madison metro area scores 73 for medical and dental practices (upper middle), #41 of 387 scored metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Madison metro area. It maps the medical and dental practices 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 medical and dental practices · All 56 business types in the Madison metro area
Screening a site or an acquisition in the Madison metro 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 Madison metro 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.