Crossing Rivers Health

What Crossing Rivers Health does

Crossing Rivers Health is a private, integrated rural healthcare system headquartered at 37868 US Hwy 18 in Prairie du Chien, Wisconsin, serving Crawford County and surrounding areas in southwestern Wisconsin. Established in 1957 and operating for 68 years as of 2025, the organization employs 251–500 people and delivers a comprehensive multi-specialty service portfolio including a Primary Care Clinic, Center for Specialty Care (allergy, ENT, orthopedics, pain management, podiatry, sleep medicine), Center for Behavioral Health, Birthing Center, Palliative Care, Chronic Care Management, Mammography with 3D Tomosynthesis, and Rehabilitation Services. The system also operates a satellite clinic in Fennimore, Wisconsin, and supports Level IV Trauma emergency services as of May 2025.

The technology platform combines standard healthcare IT infrastructure including the MyChart patient portal, telehealth/telemedicine capabilities, and advanced medical imaging systems such as 3D Tomosynthesis Mammography, NeoNet neonatal telemedicine, and TeleStroke services. Robotic-assisted knee replacement technology was introduced in June 2025, and door-to-needle stroke treatment times have been reduced to as fast as 20 minutes, well below the 60-minute national benchmark.

The business model is fee-for-service healthcare delivery, with revenue generated across inpatient, outpatient, primary care, specialty care, and diagnostic service lines. The organization accepts most major insurance plans including Medicare, Medicare Advantage, Medicaid, and CHIP, and offers financial assistance programs such as Well Women's initiatives for uninsured or underinsured patients. Billing is episodic for procedural services and chronic care management is structured as monthly Medicare-covered recurring revenue. GTM operates on a hybrid direct-to-consumer and referral-led model, with primary care serving as the patient acquisition engine and integrated behavioral health leveraging primary care referrals. Customer segments span individuals and families, rural community residents, women (breast health), expecting mothers, Medicare beneficiaries, and behavioral health patients.

Name

Crossing Rivers Health

Legal name

Crossing Rivers Health

Website

https://crossingrivers.org

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

251–500 employees

Short description

Crossing Rivers Health is a private, rural integrated healthcare system in Prairie du Chien, Wisconsin, founded in 1957, serving Crawford County with multi-specialty services including primary care, behavioral health, birthing, mammography, and Level IV trauma care.

Ownership category

akta.pro rank

Headquarters

HQ city

Prairie Du Chien

HQ country

United States

HQ region

North America

Offices5 records

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. Healthcare Services Revenue: Crossing Rivers Health generates revenue through fee-for-service healthcare delivery including primary care, specialty care, diagnostic services, and inpatient care. Services are billed to patients through insurance (including Medicare, Medicaid, CHIP) or directly to self-pay patients.
2. Financial Assistance Programs: The organization provides financial assistance for uninsured or underinsured patients, including Well Women's initiatives for mammograms, demonstrating commitment to community health access.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Crossing Rivers Health is a rural community hospital and integrated healthcare system delivering multi-specialty medical care to residents of southwestern Wisconsin. Core services include primary care, specialty care (allergy, ENT, orthopedics, pain management, podiatry, sleep medicine), behavioral health, obstetrics and midwifery, advanced 3D mammography, emergency and Level IV trauma care, inpatient care, rehabilitation therapy, and chronic care management.

Product overview

Crossing Rivers Health is a rural healthcare system in Prairie du Chien, Wisconsin offering a comprehensive range of medical services through its integrated network. The organization operates the Primary Care Clinic as the foundation of patient care, supported by specialty services at the Center for Specialty Care and Center for Behavioral Health. Key clinical offerings include the Birthing Center for maternity care, advanced Mammography services with 3D technology, Rehabilitation Services (currently expanding), and specialized programs like Palliative Care and Chronic Care Management. The health system also provides community health resources including a Health Library with educational tools, a Speaker's Bureau, and educational/career exploration programs. Patient-facing technology includes MyChart for portal access, and the organization has earned recognition for its Telestroke program achieving industry-leading treatment times.

Differentiator

Problem solved

Functional benefit

Products and services

• Primary Care Clinic Comprehensive family care clinic providing acute illness care, chronic care management, pediatrics, preventive medicine, women's health, obstetrics, midwifery care, and integrated behavioral health in Prairie du Chien.
• Birthing Center Labor, delivery, recovery, and postpartum care facility with private suites, pain management options including water birth, and support for TOLAC/VBAC deliveries for expectant mothers.
• Center for Behavioral Health Behavioral and mental health services for adults and children including treatment for anxiety, depression, bipolar, PTSD, and grief, with telebehavioral health options.
• Center for Specialty Care Specialty care services including allergy and asthma, ENT, foot care, general surgery, orthopedics and sports medicine, pain management, podiatry, and sleep medicine.
• Mammography (3D Tomosynthesis) Advanced 3D mammography technology for breast cancer screening with 41% increased detection of invasive breast cancers compared to 2D imaging and 40% reduction in false-positive recalls.
• Breast Milk Depot Designated breast milk collection site in partnership with Mother's Milk Bank of Iowa for donating breast milk to support infants in NICUs.
• Palliative Care Specialized medical care for people with serious or chronic illnesses focusing on symptom management, prevention, and quality of life improvement for patients and families.
• Chronic Care Management Program Care coordination program for patients with two or more chronic conditions, connecting healthcare providers and services with registered nurse coordinators; covered monthly under Medicare Part B.
• Integrated Behavioral Health Collaborative approach combining primary care with behavioral health specialists for whole-person healthcare addressing depression, anxiety, trauma, and chronic disease management.
• Medicare Wellness Visits Preventive healthcare visits covered by Medicare including Welcome to Medicare visits and Annual Wellness Visits for personalized prevention plans for seniors.
• Obstetrics and Midwifery Care Woman-centered pregnancy care including prenatal visits, ultrasound imaging, delivery at Birthing Center, and postnatal support with lactation consultants.
• Rehabilitation Services Physical and rehabilitation therapy services undergoing significant expansion and redesign to meet growing community demand.
• Medical Ear Piercing Safe ear piercing using Blomdahl medical-grade system in sterile exam room environment for infants 3-9 months, children 5+, and adults at $100 for both ears.
• Stroke Program (TeleStroke) Award-winning stroke care program featuring tele-neurology and rapid response protocols achieving door-to-needle times as fast as 20 minutes.
• Robotic-Assisted Knee Replacement Robotic-assisted surgical technology for knee replacement procedures, introduced in 2025 to expand orthopedic surgical capabilities.
• Breast MRI and Breast Nurse Navigator Services Breast MRI scans paired with nurse navigator services supporting breast cancer diagnosis and care coordination for women.
• Athletic Training Program Athletic training services providing sports medicine support to local athletes and schools, celebrating 25 years of service.

Quantifiable outcome

• 41% increase in detection of invasive breast cancers with 3D mammography
• +4 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered minor and core.

• ImpactLifeminorStrategic or Co-development Partner · 28 May 2026Partnership with ImpactLife for blood services including scheduled blood drives. Provides community members opportunity to donate blood at Crossing Rivers Health location.
• Mother's Milk Bank of IowacoreStrategic or Co-development Partner · 17 April 2025Crossing Rivers Health partnered with Mother's Milk Bank of Iowa to establish a Breast Milk Depot, providing a safe, convenient location for lactating women to donate breast milk. Donations are collected, safely stored, and transported to the Mother's Milk Bank of Iowa in Iowa City where milk is screened, processed, and prepared before distribution to NICUs and infants in need.
• Reach Out & ReadcoreStrategic or Co-development PartnerCrossing Rivers Health partners with Reach Out & Read, a non-profit organization that gives young children a foundation for success by incorporating books into pediatric care. Providers give books to children at more than 10 well-child visits from infancy until they start school.
• Emplify Health Regional Stroke ProgramcoreStrategic or Co-development PartnerCrossing Rivers Health participates in Emplify Health's Regional Stroke Program, which recognizes excellence in stroke care and facilitates sharing of best practices across regional facilities. The organization's innovative rapid-response protocols are being shared to help other Level IV facilities elevate their stroke care.
• Crawford County Community PartnerscoreStrategic or Co-development PartnerCrossing Rivers Health unites with Crawford County community partners to improve health and well-being in the region through collaborative community health initiatives.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Gundersen Health System: Regional multi-hospital, multi-specialty health system based in La Crosse, WI serving southwestern Wisconsin, northeastern Iowa, southeastern Minnesota, and western Illinois. Directly comparable as a Wisconsin-based integrated delivery network with a similar rural footprint and tertiary capabilities crossing into Crossing Rivers' service area.
• Marshfield Clinic Health System: Wisconsin-based integrated regional health system with a large rural footprint across central and northern Wisconsin. Comparable as a multi-specialty, multi-site system serving small communities with similar primary care, specialty, and telehealth service lines.
• Mayo Clinic Health System: Network of community hospitals and clinics operated by Mayo Clinic across the Upper Midwest, including Wisconsin. Comparable as a tertiary-linked rural/semi-rural network offering primary and specialty care with telehealth and integrated specialty access similar to Crossing Rivers.
• Hospital Sisters Health System (HSHS): Catholic health system operating hospitals across Wisconsin and Illinois, including St. Joseph's locations. Comparable as a multi-state regional system operating community-style hospitals with similar service breadth to Crossing Rivers.
• SSM Health: Midwest-based Catholic health system operating community hospitals and clinics across Wisconsin, Missouri, Illinois, and Oklahoma. Comparable as a regional multi-state network with community-style facilities offering primary, specialty, and behavioral health services like Crossing Rivers.

Direct peers

• Aspirus Health: Wisconsin/Upper Michigan-based regional health system focused on rural and small-community hospitals. Directly comparable as a rural community hospital operator with similar service mix (primary care, specialty, obstetrics, telehealth) and similar reliance on critical-access-style operations.

Regional players

• ThedaCare: Wisconsin-based non-profit regional health system serving communities across central and northeastern Wisconsin. Comparable as a community-focused system with primary care clinics, specialty centers, and behavioral health integration similar in operating model to Crossing Rivers Health.
• Bellin Health: Green Bay, WI-based regional health system serving northeastern Wisconsin with a mix of primary, specialty, and behavioral health services. Comparable as a community hospital network with similar emphasis on integrated primary care and rural-area access.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CrossingRiversHealth
• Xx.com/crhmedcenter
• LinkedInlinkedin.com/company/crossing-rivers-health

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Crossing Rivers Health