Jon Van Der Veer is introducing a new approach to healthcare.
A physician with more than a decade of experience in internal medicine, Van Der Veer is the founder of Hy-Vee Health Exemplar Care, a new direct primary care practice that opened its doors to the Quad Cities community earlier this year.
The practice, which was originally founded in West Des Moines in 2019, is co-owned by one of Iowa’s largest employers, Hy-Vee, and has grown to operate more than 10 clinics across the Midwest. The grocery chain joined forces with Exemplar Care in 2024 as a way to deliver more affordable healthcare to its customers and employees.
Van Der Veer and his team have spent the past several years building a reimagined healthcare experience that improves overall health outcomes while also bringing greater price transparency to patients and employers alike — and it couldn’t come at a better time.
Employees consistently cite healthcare coverage as the most important benefit they receive from employers. Yet for many companies, that benefit comes at a steep price – and one that keeps climbing. This year alone, health benefit costs rose 5.8% and are only expected to keep increasing in the years ahead.
To bridge that gap, Hy-Vee Health Exemplar Care uses a membership-based healthcare model called “direct primary care” that can be used independently or layered with a medical plan. It works like this: for one low monthly fee, patients can visit Hy-Vee Health Exemplar Care as often as they choose for any primary or walk-in care needs — and there’s no additional cost or copay. As a member, patients also get unrestricted access to their providers, so they can call, text or connect through telehealth anytime they have a question or concern. Other member benefits include free labs, x-rays and even some prescribed medications for acute conditions.
For employers of all sizes, this membership presents an attractive healthcare benefit option that can lead to healthier workforces, stronger employee retention and have less of an impact on companies’ overall bottom line. In turn, the membership approach makes it easier for individuals to connect with providers and access preventative health services that can help reduce the risk of developing chronic diseases and serious illnesses.
For patients like mother of two Kayla Winstead, her membership to the clinic is free as it’s fully covered by her employer. That, coupled with the speed, convenience and overall clinic experience has won over her family of four who have become frequent visitors.
“The experience is a lot different than any other healthcare provider we’ve visited in the past,” Winstead said. “We were taken aback at how friendly the people were, and we were seen and out the door within 30 minutes, which is absolutely unheard of.” Getting patients the care they need quickly is a major focus for the provider. Hy-Vee Health Exemplar Care offers same-day and next-day appointments and prides itself on having extraordinarily short wait times — often less than five minutes.
“Our operating model is designed to increase healthcare access by making it easy and convenient for patients to get the care they need, when they need it,” said Van Der Veer. The visit itself is also distinct from other providers. Instead of sitting on an exam table, most patients spend their visit in a cushioned chair, sitting directly across from the provider at their desk. The visit is more about conversation than just healthcare, with patients and providers discussing any health conditions, symptoms or concerns in a casual, connected environment.
“It really feels more like a one-on-one conversation and consultation,” said Winstead. “It’s such a welcoming experience and a lot less clinical than what we’ve experienced in the past.”
Van Der Veer and his team pride themselves on building long-lasting relationships with their patients and putting them at ease throughout their visit.
“The Hy-Vee Health Exemplar Care membership has helped us stay in better health because we no longer dread going to the doctor,” said Winstead. “We know that we’re going to be seen promptly and that we’re going to have our issues resolved.”
To learn more about Hy-Vee Health Exemplar Care, visit www.exemplar.care.
