The Madison healthcare market has largely been stable. Madison has low rates of unemployment and uninsured residents, and it also has the lowest healthcare costs for any market across Wisconsin, thanks in part to its large local health system’s ownership of popular regional health plans. An incoming Democratic governor has tried to shake up the state’s Medicaid sector by pushing for eligibility expansion and withdrawing a waiver to add work requirements for some Medicaid beneficiaries. Thanks to its clout, investment from the state, and wide-ranging services lines, UW Health will remain the market’s most important entity for the foreseeable future, but UnityPoint’s proposed merger with Sanford Health could enable it to be more competitive with UW Health and SSM Health in coming years.


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