Health care · Small-town market · Wisconsin
Medical and dental practices in the Rice Lake, WI area
Competitor counts, household spending and official business counts for medical and dental practices in the Rice Lake, WI area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 58 out of 100: Upper middle
Ranked #181 of 538 scored small-town markets
#11 of 13 scored small-town markets based in Wisconsin
- Listings
- 107
- 11 chain locations (10%)
- Official establishments
- 62
- +21.6% since 2019
- Household spending a year
- $26.4M
- On medical and dental services · $1,323 a household
- Spending per listing
- $247K
- 62% above the U.S.
- Listings per 10k households
- 53.6
- 37% below the U.S.
- Population, 2025
- 46,484
- −0.5% since 2020
See the medical and dental practices around any address in the Rice Lake 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 Rice Lake 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
As of September 2026, map listings count 107 medical and dental practices in the Rice Lake area. Chain locations make up 10% of them, against 11% across the U.S. Per 10,000 households, that is 53.6, 37% below the U.S. rate of 84.5.
Household spending on medical and dental services in the Rice Lake area comes to about $26.4M a year: $1,323 per household, 3% above the U.S. average. That works out to $247K per practice, 62% above the U.S. figure of $152K.
The official count of businesses with payroll classed as offices of physicians, dentists, chiropractors, optometrists and therapists, and urgent care centers in the Rice Lake area was 62 in 2023, up 21.6% from 2019. That is one for every 322 households, against one for every 270 across the U.S. Official counts list 7 one-person businesses without payroll. Since fiscal 2022, 1 SBA-backed loan worth $565K has gone to businesses classed as offices of physicians, dentists, chiropractors, optometrists and therapists, and urgent care centers in the Rice Lake area.
Population estimates put the population change in the Rice Lake area from 2020 to 2025 at −0.5%, against +3.1% for the U.S. For medical and dental practices, the Rice Lake area has a Groundwork market score of 58 (upper middle): #181 of 538 scored small-town markets and #11 of 13 scored small-town markets based in Wisconsin.
How the Rice Lake 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 | Rice Lake area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 53.6 | 93.0 | 84.5 |
| Spending per listing | $247K | $154K | $152K |
| Households per official establishment | 322 | 335 | 270 |
| Official establishment growth, 2019–2023 | +21.6% | +12.0% | +1.5% |
| Population growth, 2020–2025 | −0.5% | +1.3% | +3.1% |
| Spending per household on medical and dental services | $1,323 | $1,435 | $1,288 |
| Median household income | $65,933 | $77,485 | $80,734 |
| Groundwork market score | 58 | 60 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 62+21.6% over the period
- Employees, 2023
- 710
- Annual payroll, 2023
- $55M
- One-person businesses, 2023
- 7Businesses with no payroll
- Map listings, September 2026
- 10711 chain locations
- Listings at the U.S. rate for this spending
- 173The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 1
- Amount
- $565K
SBA-backed loans to businesses classed as offices of physicians, dentists, chiropractors, optometrists and therapists, and urgent care centers in the Rice Lake 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 Rice Lake area
- Population, 2025 estimate
- 46,484−0.5% since 2020
- Households
- 19,955
- Median age
- 45.8
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.0
- Land area
- 863 sq. mi.
- People per square mile
- 54
- Median household income
- $65,933
- Average household income
- $87,099
- Median home value
- $216,600
- Jobs located here
- 20,886
- Daytime population
- 44,130Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rice Lake 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 medical and dental practices on map listings by name and distance.
Or open the report at the center of the Rice Lake 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 small-town markets in Wisconsin for medical and dental practices, numbered among those based in Wisconsin, with the Rice Lake area marked.
Top small-town markets in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Menomonie, WI | 88 | 66 | 37.8 | $366K | +1.7% | #6 of 538 |
| 2Sparta, WI | 84 | 53 | 29.0 | $463K | +0.6% | #13 of 538 |
| 3Baraboo, WI | 79 | 149 | 53.2 | $267K | +1.3% | #31 of 538 |
| 4Beaver Dam, WI | 76 | 164 | 45.7 | $302K | −0.3% | #43 of 538 |
| 5Shawano, WI | 76 | 82 | 44.0 | $296K | +1.4% | #44 of 538 |
| 6Watertown-Fort Atkinson, WI | 76 | 200 | 57.4 | $250K | +0.3% | #46 of 538 |
| 7Platteville, WI | 74 | 95 | 47.6 | $279K | +0.9% | #59 of 538 |
| 8Stevens Point-Plover, WI | 64 | 161 | 54.2 | $258K | +2.2% | #137 of 538 |
| 9Wisconsin Rapids-Marshfield, WI | 60 | 159 | 49.3 | $268K | −0.2% | #165 of 538 |
| 10Whitewater-Elkhorn, WI | 60 | 341 | 79.1 | $187K | +0.8% | #173 of 538 |
| 11Rice Lake, WI | 58 | 107 | 53.6 | $247K | −0.5% | #181 of 538 |
Other business types in the Rice Lake 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 clinics58
- Dentists and orthodontists65
- Primary care and pediatrics72
- Urgent care and walk-in clinics
- Chiropractors29
- Physical therapy51
- Optometrists and eye care51
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many medical and dental practices are in the Rice Lake, WI area?
The Rice Lake area has 107 medical and dental practices on map listings as of September 2026. 11 of them (10%) are chain locations. The listings count every outpatient clinic and practice, and urgent care. Official counts show 62 businesses with payroll classed as offices of physicians, dentists, chiropractors, optometrists and therapists, and urgent care centers in 2023, up 21.6% from 2019. Official counts also show 7 one-person businesses without payroll.
How much do households in the Rice Lake, WI area spend on medical and dental services?
About $26.4M a year, or $1,323 per household. That is 3% above the U.S. average (an index of 103, where 100 is the U.S. average). Spread across the 107 medical and dental practices on map listings, it comes to $247K per practice. It is estimated from the incomes of the 19,955 households in the Rice Lake area and national spending patterns by income.
How does the Rice Lake, WI area compare with the U.S. for medical and dental practices?
The Rice Lake area has 53.6 medical and dental practices per 10,000 households, 37% below the U.S. rate of 84.5. Spending per practice is $247K, 62% above the U.S. figure of $152K. At the national ratio of medical and dental practices to household spending, the Rice Lake area would have about 173, against 107 on map listings. There is one business with payroll in the industry for every 322 households, against one for every 270 across the U.S. The official count rose 21.6% from 2019 to 2023, against +1.5% for the U.S.
How fast is the Rice Lake, WI area growing?
Population estimates put the Rice Lake area at 46,484 people in 2025, down 0.5% since 2020, against +3.1% for the U.S. It has 19,955 households. Median household income in the Rice Lake area is $65,933, 18% below the U.S. median of $80,734.
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 Rice Lake area scores 58 for medical and dental practices (upper middle), #181 of 538 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Rice Lake 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 Rice Lake area
Screening a site or an acquisition in the Rice Lake 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 Rice Lake 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.