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.
