Dr. Greg Miller, who opened Cascade Primary Care in River Falls over the summer, has since gone to speak to school districts, curious community members and, most recently, the Ellsworth Area Chamber of Commerce, about his vision for a reinvented healthcare system that does not price out Americans.

“Direct primary care (DPC) is a healthcare business model in which a physician practice offers an arrangement in which patients purchase a membership that allows them unlimited access to certain primary care services. The patient pays a monthly fee to the medical office, and can then access care as needed, without paying an additional fee at the time of service,” healthinsurance.org states.

Miller said 28% of people will avoid getting healthcare because of the costs. People cancel necessary treatments because of affordability, a number he is determined to make an impact on.

“It benefits people with high deductibles, and it actually benefits anybody who’s just tired of trying to get healthcare in the system,” Miller said. “The system adds costs that don’t benefit patients.”

One reason cited for the continual increase of healthcare costs is a constant rise in administration costs, while physician amounts do not grow at the same rate.

Miller shared statistics with the chamber that showed what it would be like if other costs inflated at the same rate as healthcare has since 2000. Employers spent about $6,400 to cover a family at the time, which is now up to $25,000. A gallon of gas inflation at the same rate would be nearly $19, a mid-size car would be $230,000 and a single-family home would cost $1,300,000. Wisconsin is fourth highest in the nation in healthcare costs and medical bankruptcy is the leading type of bankruptcy.

“It’s because all of the middlemen that have crept in,” Miller said.

Miller said people going through the larger clinics can spend $900 for a physical, and if their deductible is $15,000, they will pay the entirety of it until they reach that total. Through Direct Primary Care, Miller said a membership could cost around $1,100 for the entire year, with labs costing around $100. An EpiPen cost $50 in 1995 and is now up to $680, Miller said. He mentioned EpiPens can be purchased through a medical wholesaler for $20, but hospitals are marking up the costs “because they can.” Miller said insulin and weight loss medication are facing similar issues.
“I could potentially save them several thousand dollars just in visits alone,” Miller said.

Another reason Miller said direct primary care is important is having a direct line of communication with your doctor at all times over the phone.

With a company like Starbucks spending more money on health insurance than coffee beans, according to its own CEO, Miller wants businesses to have another option. He said Direct Primary Care allows for high deductible insurance plans to save money overall.

“They’re being held hostage by the high cost of healthcare,” Miller said of schools and businesses. “Then they have to make decisions, where do they have people go.”

After years working in a hospital, Miller saw issues people were facing every day, and wanted to do something about it, even if it took a leap of faith.

“It’s a national movement. I’ve been watching it for 10 years, and I started going to conferences about this in 2019,” Miller said. “It’s a risk and it’s nerve wracking starting your own thing at 55, but the other way is not sustainable. I look at my kids, and they’re not going to be able to afford healthcare in the future.”