Associated Physicians

What Associated Physicians does

Associated Physicians, LLP is a physician-owned, multi-specialty medical clinic operating from a single location at 4410 Regent Street in Madison, Wisconsin. Structured as a Wisconsin Limited Liability Partnership and tracing its roots to a practice founded in 1946, the clinic delivers cradle-to-grave outpatient care across adult/internal medicine, pediatrics, obstetrics and gynecology, podiatry, behavioral health, and physical therapy (delivered in partnership with Capitol Physical Therapy). On-site ancillary services extend the platform into diagnostic imaging (digital X-ray, 3D mammography, orthopedic scanning for custom orthotics), a Monday-Friday laboratory, an anticoagulation clinic with point-of-care INR testing (Coag-Sense and CoaguChek), nutrition counseling with a registered dietitian, OB/GYN education, and lactation consulting. The OB/GYN team additionally provides labor and delivery services at UnityPoint Health Meriter Hospital under a collaborative call-coverage model.

The underlying technology stack centers on Epic electronic health records integrated with the MyChart patient portal for 24/7 refill, billing, and messaging access, and MedePay Solutions for online patient payments. No proprietary software, AI/ML systems, or third-party platform plays are disclosed; differentiation is operational (co-located multi-specialty services, specialty depth such as Menopause Society Certified Practitioners, and same-day combined scheduling for gynecologic exams and mammography). Revenue is generated fee-for-service through insurance billing and patient payments across the practice's departments, with the patient base distributed across the Madison metropolitan area.

The go-to-market motion is direct-to-consumer: patients self-refer or are referred into the practice via phone, online scheduling, or MyChart, and the clinic sustains community-level brand activity through an active blog, social media, and memberships in the Greater Madison Chamber of Commerce, Wisconsin LGBTQ+ Chamber of Commerce, Dane Buy Local, and the Wisconsin Collaborative for Healthcare Quality. The practice reports multi-generational family relationships as a core retention signal, indicating a stable, locally embedded patient base rather than a growth-via-acquisition model.

Name

Associated Physicians

Legal name

Associated Physicians, LLP

Website

https://apmadison.com

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

51–100 employees

Short description

Associated Physicians, LLP is a physician-owned, multi-specialty medical clinic in Madison, Wisconsin, providing adult medicine, pediatrics, OB/GYN, podiatry, behavioral health, physical therapy, and on-site imaging, lab, and anticoagulation services to individuals and families across the Madison metropolitan area.

Ownership category

akta.pro rank

Product category

Multi-Specialty Outpatient Healthcare

NAICS

Offices of Physicians (62111), Offices of Physicians (6211)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Health Services (8000)

akta.pro primary industry

Direct Primary Care (DPC) & Concierge Medicine (HLAFAGAD)

Keywords

• Multi-specialty medical clinic
• Primary care services
• Obstetrics and gynecology
• Pediatric healthcare
• Diagnostic imaging services

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Patient Medical Services: Revenue generated from comprehensive medical services provided to patients across multiple specialties including adult/internal medicine, pediatrics, OB-GYN, behavioral health, physical therapy, and podiatry. Services include office visits, procedures, and specialist consultations. Billing is processed through insurance plans and patient payments.
2. Diagnostic Imaging Services: Revenue from on-site medical imaging including general X-ray, 3D mammography, and orthopedic scanning. Imaging services are billed separately and are often covered by insurance plans.
3. Laboratory Services: On-site laboratory services operating Monday through Friday, 8:00 AM - 5:00 PM. Lab tests are processed and results communicated to patients through their physicians' preferred methods.
4. Specialty Clinic Services: Revenue from specialty services including Anticoagulation Clinic (point-of-care INR testing and warfarin management), Nutrition Counseling (with Registered Dietician Piri Kerr), and OB/GYN Education services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Associated Physicians, LLP is a multi-specialty physician-owned medical clinic that delivers comprehensive primary and specialty care to patients at a single location in Madison, Wisconsin. Its core offering is direct patient care across Adult Medicine, Pediatrics, OB-GYN, Podiatry, Behavioral Health, and Physical Therapy, augmented by on-site Medical Imaging (digital X-ray, 3D mammography), Laboratory, Anticoagulation Clinic, Nutrition Counseling, OB/GYN Education, and Lactation Services. Revenue is earned through fee-for-service patient visits, specialty consultations, and ancillary diagnostic services billed via insurance and patient payments.

Product overview

Associated Physicians, LLP is a multi-specialty medical clinic offering comprehensive primary care and specialty services at a single location in Madison, Wisconsin. The practice operates as a unified clinic with multiple departments including Adult Medicine, Pediatrics, OB-GYN, Podiatry, Behavioral Health, and Physical Therapy (in partnership with Capitol Physical Therapy). Additional services include Medical Imaging (X-Ray, 3D Mammography, Orthopedic Scanning), on-site Laboratory, Nutrition Counseling, Anticoagulation Clinic with point-of-care INR testing, OB/GYN Education, and Lactation Services. The clinic emphasizes convenient, comprehensive care with the ability to schedule multiple services at one location, including the coordination of gynecologic exams with mammography appointments.

Differentiator

Problem solved

Functional benefit

Products and services

• Adult Medicine / Internal Medicine Primary healthcare services for adult patients 18 and older, delivered by internists who serve as experts in primary care for adults. Includes chronic disease management, preventive care, and wellness examinations.
• Pediatrics Pediatric care services for children from birth through college, including well-child checkups and primary care for children with complex illnesses, following American Academy of Pediatrics guidelines.
• Obstetrics and Gynecology (OB-GYN) Comprehensive women's health services including prenatal care, high-risk pregnancy support, minimally invasive surgery, menopause care, preventive screenings, and labor/delivery services at UnityPoint Health Meriter Hospital.
• Podiatry Complete foot and ankle care provided by Dr. Michelle Schroeder, DPM, FACFAS, including surgical and non-surgical treatments and orthopedic scanning for custom orthotic fitting.
• Behavioral Health Mental health services provided by Gil Roth, PhD, focusing on total well-being and psychological support including postpartum support and family mental health.
• Physical Therapy Physical therapy services provided in partnership with Capitol Physical Therapy for comprehensive family care and rehabilitation.
• Medical Imaging In-office imaging services including general digital X-Ray, 3D mammography for breast cancer screening, and orthopedic scanning for custom orthotic fitting.
• Laboratory Services On-site laboratory testing open Monday through Friday, 8:00 AM - 5:00 PM, with various diagnostic testing capabilities and results communicated to patients through their physicians' preferred methods.
• Nutrition Counseling Registered dietitian services provided by Piri Kerr, RD, offering nutritional guidance and counseling as part of the clinic's additional services.
• Anticoagulation Clinic Comprehensive anticoagulation service supporting patients on warfarin and other anticoagulants, with individualized appointments and point-of-care INR testing using Coag-Sense and CoaguChek systems for immediate results.
• OB/GYN Education Patient education services provided by Amanda Van Elzen, RN, OB/GYN Nurse Educator, covering women's health topics.
• Lactation Services Breastfeeding support and lactation consulting services, including support from Dr. Erica Walters who is a lactation consultant.

Named customers1 record

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Capitol Physical TherapycoreStrategic or Co-development PartnerPartnership with Capitol Physical Therapy to provide exceptional comprehensive physical therapy and rehabilitation services for patients and families at the Associated Physicians location.
• UnityPoint Health MeritercoreStrategic or Co-development PartnerCollaborative hospital partnership where Associated Physicians' OB/GYN physicians provide labor and delivery services. The OB/GYN team shares call responsibilities in 24-hour shifts, working alongside OB/GYN residents and medical students as part of collaborative care teams at Meriter Hospital.
• Mystery to MeminorGTM or Marketing PartnerBookstore partnership for the OBEE Book Society initiative, bringing literary engagement to patients through monthly book recommendations and author events.
• American Academy of PediatricsminorOthersAssociated Physicians pediatricians follow guidelines and recommendations from the American Academy of Pediatrics for pediatric care standards and best practices.

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Regional players

• Bellin Health: Green Bay-based integrated health system operating multi-specialty clinics throughout Wisconsin. Comparable as a physician-anchored multi-specialty ambulatory network competing with independent group practices for patients and providers.
• Gundersen Health System: Western Wisconsin multi-specialty physician group and health system offering primary, specialty, and ancillary services. Comparable as a physician-led multi-specialty model operating outside major metro areas.
• Prevea Health: Wisconsin-based multi-specialty physician group offering primary care, specialty care, and ancillary services across the state. Comparable in scope and physician-led governance, though serving different geographies within Wisconsin.

Broad incumbents

• UW Health: Academic health system headquartered in Madison, WI, operating primary and specialty care clinics across the region. While much larger and hospital-anchored, it competes directly for primary care and specialty patients in the same geography.
• UnityPoint Health: Regional health system that operates UnityPoint Health Meriter in Madison, Associated Physicians' OB/GYN delivery partner. It runs primary and specialty care clinics across the Midwest that compete for the same patient base.

Others

• Quartz Health Solutions: Wisconsin-based health plan referenced in Associated Physicians' billing details as an accepted insurer. Adjacent ecosystem participant — a payer that influences patient flow and reimbursement economics for the practice.

Direct peers

• Atrius Health: Massachusetts-based multi-specialty physician group practice providing primary, specialty, and ancillary services. Comparable in being an independent, physician-anchored multi-specialty ambulatory group competing with large systems.
• Kelsey-Seybold Clinic: Houston-based multi-specialty physician group practice offering primary and specialty care, on-site diagnostics, and lab services. Comparable as a large independent multi-specialty group integrating diagnostics and specialty services in a single ambulatory footprint.
• HealthPartners: Minnesota/Wisconsin-based integrated multi-specialty group practice combining primary care, specialty care, and ancillary services. Closely comparable in operating model — a multi-specialty physician group offering comprehensive ambulatory services under one organizational umbrella.
• SSM Health (Dean Clinic): SSM Health acquired Dean Clinic, the long-standing Madison-area multi-specialty group practice. It is the closest head-to-head competitor, offering a comparable multi-specialty ambulatory footprint in the same Madison market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Associated Physicians