That’s what leads to healthier employees and stronger workplaces.
At Hy-Vee Health Exemplar Care, we believe healthcare should feel personal, accessible, and built around real relationships. It should give people the time, attention, and support they need to actually feel better, not rush them through appointments.
Exemplar Care was founded by Jon Van Der Veer, DO, MBA after years of seeing how traditional, volume-driven healthcare often falls short for both patients and clinicians. He set out to build a different model of care, one designed to treat people, not just symptoms, and to give clinicians the time and tools needed to deliver meaningful, high-quality care.
Our membership-based approach leads to better health outcomes and greater value for members, employers, individuals, and families. By focusing on long-term partnerships rather than transactional visits, we create a more consistent and supportive healthcare experience for the people we serve.
In 2024, Exemplar Care partnered with Hy-Vee to expand access to this model, bringing member-first primary care to more individuals, families, and communities across the Midwest.
We care deeply for our members, our communities, and our teams. We listen with intention and deliver the right care, in the right setting, at the right time.
We treat every member and team member with respect and integrity. We act thoughtfully, assume good intent, and hold ourselves accountable to doing the right thing.
We take responsibility for outcomes and show up for the people we serve. We bring our expertise, collaborate openly, and do what it takes to make a meaningful impact.
We continuously learn, iterate, and evolve. We welcome new ideas, challenge assumptions, and adapt to deliver better care over time.
Our team brings deep experience across clinical care, healthcare operations, strategy, and finance—united by a shared commitment to changing how primary care is delivered.
We believe meaningful change in healthcare requires being directly involved in care delivery. Our leaders include practicing clinicians and experienced healthcare executives who understand that improving patient experience, outcomes, and costs happens at the intersection of care, operations, and accountability. This perspective allows us to challenge outdated models and build a primary care system designed to work better—for members, employers, and care teams alike.
Founder & Chief Financial Officer, Hy-Vee Health
Exemplar Care
Jon Van Der Veer, DO, MBA, is the Founder and Chief Executive Officer of Hy-Vee Health Exemplar Care, where he brings together clinical expertise, healthcare innovation, and executive leadership to reimagine how care is delivered. With more than seven years leading Exemplar Care, Jon has built a direct primary care organization grounded in accessibility, quality, and patient-centered design. Board-certified in Internal Medicine and holding an MBA, he uniquely bridges clinical practice and organizational strategy to drive sustainable, high-performing care models.
Jon’s career spans both frontline medicine and senior healthcare leadership. Prior to founding Exemplar Care, he served in executive and medical leadership roles including Regional Medical Officer, Vice President of Medical Affairs, and hospital-based internist. His experience includes leading clinical operations, supporting physician teams, engaging with boards, and optimizing care delivery across hospital and health system environments. This background provides Jon with a systems-level understanding of the challenges facing modern healthcare and the operational levers required to improve outcomes for patients, providers, and employers.
Jon founded Exemplar Care with a clear mission: to create a healthcare model that prioritizes relationships over volume and outcomes over transactions. He is deeply committed to advancing transparent, accessible care while cultivating collaborative, mission-driven teams. Under his leadership, Hy-Vee Health Exemplar Care fosters a culture of innovation, compassion, and operational excellence—empowering clinicians to practice medicine as it was intended and ensuring care evolves alongside the needs of the communities it serves.
Nathan Koerselman, MBA, is the Chief Financial Officer of Hy-Vee Health Exemplar Care, where he oversees the organization’s financial strategy, operational planning, and long-term fiscal health. Since joining Exemplar Care in 2021, Nate has played a key role in supporting the organization’s growth while ensuring financial discipline and sustainability within a direct primary care model.
Nate brings a diverse financial background spanning healthcare, manufacturing, and global operations. Prior to Exemplar Care, he held leadership roles in business development, financial analysis, audit, and controllership across organizations including Kemin Industries and Cargill. His experience includes managing complex financial operations, leading audits and compliance efforts, and supporting business units across domestic and international markets. Nate holds an MBA from the University of Iowa and brings a data-driven, analytical approach to decision-making.
At Exemplar Care, Nate is focused on building scalable financial systems that support patient-centered care while enabling responsible growth. He values transparency, collaboration, and operational rigor, and works closely with clinical and executive leadership to align financial strategy with the organization’s mission. Through his leadership, Exemplar Care continues to strengthen its foundation as it expands access to affordable, high-quality primary care.
Carl Behne, MHA, is a Founder and the President & Chief Strategy Officer of Hy-Vee Health Exemplar Care, where he brings deep experience in healthcare leadership, strategy, and organizational development. With a demonstrated history of executive leadership in hospital and health system environments, Carl plays a central role in shaping the long-term vision and strategic direction of Exemplar Care.
Carl’s expertise spans physician relations, employee engagement, healthcare operations, board relations, philanthropy, business development, and strategic planning. He holds a Master of Health Administration from Des Moines University–Osteopathic Medical Center and has spent his career aligning clinical priorities with sustainable, scalable healthcare models.
As a founder of Exemplar Care, Carl is driven by a clear purpose: to help build a healthcare organization that supports clinicians, strengthens communities, and delivers transparent, relationship-based care. Through his leadership, Hy-Vee Health Exemplar Care continues to foster a culture of collaboration, accountability, and innovation to meet the evolving needs of patients and employers.
Beth Sauls-Douglas, MHM, is the Chief Operating Officer of Hy-Vee Health Exemplar Care, where she leads operational strategy and day-to-day execution across the organization’s growing network of clinics. Since joining Exemplar Care in 2020, Beth has played a central role in scaling operations, supporting clinical teams, and ensuring a consistent, high-quality experience for patients within the organization’s membership-based care model. Beth brings more than two decades of experience in healthcare operations, with a career spanning physician practices, hospitals, and multi-site clinic organizations. Prior to joining Hy-Vee Health Exemplar Care, she held operational leadership roles with CareMore Health and Mercy Medical Center in Des Moines, where she oversaw clinic operations, patient flow, and administrative teams across multiple care settings. Her experience includes physician practice management, operational strategy, performance improvement, and building systems that improve both efficiency and patient access.
Beth began her healthcare career in physician practice and hospital operations, holding leadership roles with Saint Thomas Health and HCA Healthcare Physician Services Group. Throughout her career, she has focused on strengthening operational performance while fostering strong collaboration between clinical and administrative teams. She holds a Master of Management in Health Care from Vanderbilt University’s Owen Graduate School of Management.
At Hy-Vee Health Exemplar Care, Beth is focused on building operational systems and teams that enable clinicians to deliver relationship-based care while supporting responsible growth. She values transparency, collaboration, and operational excellence, and works closely with clinical and executive leadership to ensure the organization continues expanding access to convenient, affordable primary care for the communities it serves.
Jacqueline Robson is the Vice President of Member Services at Hy-Vee Health Exemplar Care, where she leads strategies focused on member growth, engagement, and partnerships that expand access to relationship-based primary care. Since joining Hy-Vee Health Exemplar Care in 2021, Jacqueline has played a key role in building the organization’s employer and community partnerships while helping introduce more individuals and organizations to the benefits of a membership-based care model.
Jacqueline brings more than three decades of experience across business development, client relationship management, and strategic partnerships. Prior to joining Hy-Vee Health Exemplar Care, she held leadership roles at Kemin Industries and Aon, where she led global and domestic business initiatives, developed strategic partnerships, and managed complex client relationships across diverse industries. Her background spans international business development, acquisitions and licensing strategy, and operational leadership, giving her a unique perspective on building sustainable growth through trusted partnerships.
At Hy-Vee Health Exemplar Care, Jacqueline is passionate about advancing a healthcare model that is accessible, personal, and built on relationships rather than transactions. She works closely with employers, community organizations, and healthcare leaders to help more people experience convenient, transparent primary care that supports healthier individuals, stronger workplaces, and more resilient communities.
In addition to her professional work, Jacqueline serves as a board member for The Beacon, supporting its mission to empower women in crisis to achieve long-term stability through advocacy, community leadership, and strategic support.