Health care · County · Wisconsin
Medical and dental practices in Rock County, WI
How Rock County, WI compares with other counties and the U.S. for medical and dental practices: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 69 out of 100: Upper middle
Ranked #382 of 2,394 scored counties
#24 of 67 scored counties in Wisconsin
- Listings
- 333
- 33 chain locations (10%)
- Official establishments
- 123
- −0.8% since 2019
- Household spending a year
- $93.3M
- On medical and dental services · $1,389 a household
- Spending per listing
- $280K
- 84% above the U.S.
- Listings per 10k households
- 49.6
- 41% below the U.S.
- Population, 2025
- 166,472
- +1.7% since 2020
See the medical and dental practices around any address in Rock County
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 Rock County. 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 333 medical and dental practices in Rock County. Of those, 33 are chain locations, or 10%, against 11% across the U.S. That comes to 49.6 for every 10,000 households, 41% below the U.S. rate of 84.5.
Households in Rock County spend about $93.3M a year on medical and dental services, or $1,389 per household, 8% above the U.S. average. That works out to $280K per practice, 84% 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 Rock County was 123 in 2023, down 0.8% from 2019. That is one for every 546 households, against one for every 270 across the U.S. Official counts also show 36 one-person businesses without payroll. Since fiscal 2022, 3 SBA-backed loans worth $4.8M have gone to businesses classed as offices of physicians, dentists, chiropractors, optometrists and therapists, and urgent care centers in Rock County.
Population estimates put the population change in Rock County from 2020 to 2025 at +1.7%, slower than the U.S. (+3.1%). The Groundwork market score for medical and dental practices in Rock County is 69 (upper middle), #382 of 2,394 scored counties and #24 of 67 scored counties in Wisconsin. That puts it in the top quarter of counties.
How Rock County 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 | Rock County | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 49.6 | 93.0 | 84.5 |
| Spending per listing | $280K | $154K | $152K |
| Households per official establishment | 546 | 335 | 270 |
| Official establishment growth, 2019–2023 | −0.8% | +12.0% | +1.5% |
| Population growth, 2020–2025 | +1.7% | +1.3% | +3.1% |
| Spending per household on medical and dental services | $1,389 | $1,435 | $1,288 |
| Median household income | $75,673 | $77,485 | $80,734 |
| Groundwork market score | 69 | 60 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 124 → 123−0.8% over the period
- Employees, 2023
- 1,834
- Annual payroll, 2023
- $179.2M
- One-person businesses, 2023
- 36Businesses with no payroll
- Map listings, September 2026
- 33333 chain locations
- Listings at the U.S. rate for this spending
- 612The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 3
- Amount
- $4.8M
SBA-backed loans to businesses classed as offices of physicians, dentists, chiropractors, optometrists and therapists, and urgent care centers in Rock County, 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 Rock County
- Population, 2025 estimate
- 166,472+1.7% since 2020
- Households
- 67,201
- Median age
- 40.7
- Homes lived in by their owners
- 71%
- Vehicles per household
- 1.9
- Land area
- 718 sq. mi.
- People per square mile
- 229
- Median household income
- $75,673+30.8% vs. 2015–2019, before inflation
- Average household income
- $91,984
- Median home value
- $231,600
- Jobs located here
- 69,632
- Daytime population
- 154,793Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Rock County?
These figures cover the whole county. 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 Rock County. 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 counties in Wisconsin for medical and dental practices, numbered among those based in Wisconsin, with Rock County marked.
Top counties in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Bayfield County, WI | 89 | 10 | 13.4 | $1M | +3.4% | #6 of 2,394 |
| 2Adams County, WI | 88 | 16 | 16.8 | $747K | +5.2% | #8 of 2,394 |
| 3Lafayette County, WI | 87 | 25 | 37.0 | $373K | +5.2% | #21 of 2,394 |
| 4Burnett County, WI | 86 | 20 | 27.8 | $467K | +3.9% | #26 of 2,394 |
| 5Vilas County, WI | 78 | 31 | 27.8 | $479K | +2.9% | #119 of 2,394 |
| 6Marquette County, WI | 77 | 19 | 27.2 | $473K | +2.1% | #142 of 2,394 |
| 7Dunn County, WI | 77 | 66 | 37.8 | $366K | +1.7% | #148 of 2,394 |
| 8Sawyer County, WI | 77 | 34 | 38.6 | $334K | +4.0% | #153 of 2,394 |
| 9Vernon County, WI | 76 | 48 | 38.6 | $351K | +2.4% | #176 of 2,394 |
| 10Waushara County, WI | 76 | 46 | 43.5 | $304K | +2.8% | #180 of 2,394 |
| 24Rock County, WI | 69 | 333 | 49.6 | $280K | +1.7% | #382 of 2,394 |
Other business types in Rock County
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 clinics69
- Dentists and orthodontists60
- Primary care and pediatrics85
- Urgent care and walk-in clinics
- Chiropractors61
- Physical therapy81
- Optometrists and eye care78
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many medical and dental practices are in Rock County, WI?
Rock County has 333 medical and dental practices on map listings as of September 2026. 33 of them (10%) are chain locations. The listings count every outpatient clinic and practice, and urgent care. Official counts show 123 businesses with payroll classed as offices of physicians, dentists, chiropractors, optometrists and therapists, and urgent care centers in 2023, down 0.8% from 2019. Another 36 one-person businesses have no payroll, by official counts.
How much do households in Rock County, WI spend on medical and dental services?
About $93.3M a year, or $1,389 per household. That is 8% above the U.S. average (an index of 108, where 100 is the U.S. average). Spread across the 333 medical and dental practices on map listings, it comes to $280K per practice. It is estimated from the incomes of the 67,201 households in Rock County and national spending patterns by income.
How does Rock County, WI compare with the U.S. for medical and dental practices?
Rock County has 49.6 medical and dental practices per 10,000 households, 41% below the U.S. rate of 84.5. Spending per practice is $280K, 84% above the U.S. figure of $152K. At the national ratio of medical and dental practices to household spending, Rock County would have about 612, against 333 on map listings. There is one business with payroll in the industry for every 546 households, against one for every 270 across the U.S. The official count fell 0.8% from 2019 to 2023, against +1.5% for the U.S.
How fast is Rock County, WI growing?
Population estimates put Rock County at 166,472 people in 2025, up 1.7% since 2020, slower than the U.S. (+3.1%). It has 67,201 households. Median household income in Rock County is $75,673, 6% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 30.8%, 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. 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. Rock County scores 69 for medical and dental practices (upper middle), #382 of 2,394 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Rock County. 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 Rock County
Screening a site or an acquisition in Rock County?
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 Rock County. 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.