Health care · Small-town market · Wisconsin
Primary care and pediatric clinics in the Rice Lake, WI area
Competitor counts, household spending and official business counts for primary care and pediatric clinics in the Rice Lake, WI area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 72 out of 100: Upper middle
Ranked #63 of 458 scored small-town markets
#6 of 9 scored small-town markets based in Wisconsin
- Listings
- 9
- 1 chain location (11%)
- Official establishments
- 16
- Businesses with payroll, 2023
- Household spending a year
- $26.4M
- On medical and dental services · $1,323 a household
- Spending per listing
- $2.9M
- 65% above the U.S.
- Listings per 10k households
- 4.5
- 37% below the U.S.
- Population, 2025
- 46,484
- −0.5% since 2020
See the primary care and pediatric clinics around any address in the Rice Lake area
The site report maps the primary care and pediatric clinics 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
Households in the Rice Lake area spend about $26.4M a year on medical and dental services, or $1,323 per household, 3% above the U.S. average. That is about $2.9M of household spending for each clinic on map listings, 65% above the U.S. figure of $1.8M. The spending figure covers all medical and dental services, not only primary care and pediatric clinics.
There are 9 primary care and pediatric clinics on map listings in the Rice Lake area as of September 2026. One of them (11%) is a chain location, against 9% across the U.S. That is 4.5 per 10,000 households, 37% below the U.S. rate of 7.2.
The official count of businesses with payroll classed as offices of physicians in the Rice Lake area was 16 in 2023. That is one for every 1,247 households, against one for every 593 across the U.S. Another 7 one-person businesses have no payroll, by official counts.
Population estimates show the Rice Lake area declined 0.5% from 2020 to 2025, against +3.1% for the U.S. The Rice Lake area scores 72 (upper middle) on the Groundwork market score for primary care and pediatric clinics, ranking #63 of 458 scored small-town markets and #6 of 9 scored small-town markets based in Wisconsin. That puts it in the top quarter of small-town markets.
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 primary care and pediatric clinics 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 | 4.5 | 5.0 | 7.2 |
| Spending per listing | $2.9M | $2.8M | $1.8M |
| Households per official establishment | 1,247 | 768 | 593 |
| Official establishment growth, 2019–2023 | n/a | +26.6% | −2.2% |
| 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 | 72 | 72 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 16
- Employees, 2023
- 437
- Annual payroll, 2023
- $39.8M
- One-person businesses, 2023
- 7Businesses with no payroll
- Map listings, September 2026
- 91 chain location
- Listings at the U.S. rate for this spending
- 15The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as offices of physicians 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 primary care and pediatric clinics 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 cardPrimary care and pediatrics across Wisconsin
Every Wisconsin market ranked →The highest-scoring small-town markets in Wisconsin for primary care and pediatric clinics, numbered among those based in Wisconsin (a market based in another state is listed without a number), 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 |
|---|---|---|---|---|---|---|
| 1Watertown-Fort Atkinson, WI | 86 | 8 | 2.3 | $6.3M | +0.3% | #7 of 458 |
| 2Baraboo, WI | 85 | 9 | 3.2 | $4.4M | +1.3% | #13 of 458 |
| 3Beaver Dam, WI | 77 | 13 | 3.6 | $3.8M | −0.3% | #37 of 458 |
| 4Platteville, WI | 77 | 10 | 5.0 | $2.6M | +0.9% | #40 of 458 |
| 5Whitewater-Elkhorn, WI | 74 | 14 | 3.2 | $4.6M | +0.8% | #52 of 458 |
| 6Rice Lake, WI | 72 | 9 | 4.5 | $2.9M | −0.5% | #63 of 458 |
| 7Manitowoc, WI | 69 | 18 | 5.1 | $2.6M | +0.4% | #84 of 458 |
| 8Wisconsin Rapids-Marshfield, WI | 66 | 8 | 2.5 | $5.3M | −0.2% | #106 of 458 |
| 9Marinette, WI-MI | 58 | 19 | 6.5 | $2M | +0.3% | #163 of 458 |
| Iron Mountain, MI-WI | 54 | 10 | 7.1 | $1.8M | +0.4% | #207 of 458 |
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 primary care and pediatric clinics are in the Rice Lake, WI area?
As of September 2026, map listings count 9 primary care and pediatric clinics in the Rice Lake area. One of them (11%) is a chain location. The listings count primary care, family medicine and pediatric clinics. Official counts show 16 businesses with payroll classed as offices of physicians in 2023. Official counts list 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 9 primary care and pediatric clinics on map listings, it comes to $2.9M per clinic. That spending covers all medical and dental services, which primary care and pediatric clinics share with other businesses in the trade. 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 primary care and pediatric clinics?
The Rice Lake area has 4.5 primary care and pediatric clinics per 10,000 households, 37% below the U.S. rate of 7.2. Spending per clinic is $2.9M, 65% above the U.S. figure of $1.8M. At the U.S. ratio of primary care and pediatric clinics to household spending, the Rice Lake area would have about 15, against 9 on map listings. There is one business with payroll in the industry for every 1,247 households, against one for every 593 across 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 72 for primary care and pediatric clinics (upper middle), #63 of 458 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 primary care and pediatric clinics 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 primary care and pediatric clinics · 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.