Hy-Vee HealthExemplar Care Expands Membership Model to Meet Evolving Patient Needs
WEST DES MOINES, Iowa (Feb. 11, 2026) — Hy-Vee Health Exemplar Care announces today the expansion of its membership-based care model, introducing three distinct membership options that are designed to better meet the evolving needs of today’s patients. The expanded memberships reflect continued growth, innovation and responsiveness to rising demand for accessible, transparent and relationship-driven care.
Founded in West Des Moines, Iowa, in 2019, Hy-Vee Health Exemplar Care operates using a membership-based care model called “direct primary care” that bundles primary care services into one monthly fee. Memberships can be used independently or in conjunction with a medical plan.
As more patients begin seeking alternatives to traditional fee-for-service healthcare, Hy-Vee Health Exemplar Care’s membership approach provides patients with more timely, personalized and convenient care, along with transparent, upfront pricing.
“Since our founding seven years ago, we’ve focused on building a healthcare experience rooted in access, transparency, and trust,” said Jon Van Der Veer, DO, MBA, Founder and CEO of Hy-Vee Health Exemplar Care. “As we’ve grown, we’ve continued to listen closely to our patients, which is reflected in our new membership offerings. Consistently, we hear that patients want care that is easy to navigate, is personal, and is aligned with their health goals without transactional visits or surprise bills.”
Hy-Vee Health Exemplar Care’s expanded memberships include three options that allow patients to choose the level of care that best fits their needs. The new membership offerings are:
- Exemplar Care Access
Gives patients unlimited clinic visits with same-day or next-day availability, and 24/7 access to a provider through in-office or telemedicine visits.
- Exemplar Care Complete
Designed for primary care, this membership includes everything in Exemplar Care Access, along with unlimited primary care visits with patients’ provider of choice and flexible appointment times with same-day and next-day availability. Membership also covers annual physicals, routine laboratory services and ongoing support for preventive, acute and chronic care.
- Exemplar Care Diagnostics
A three-month program focused on helping patients better understand their overall health. This program includes a comprehensive laboratory panel, dedicated time to review results with a provider, and three months of an Exemplar Care Complete membership.
“Our membership model allows us to spend time listening, educating, and partnering with patients,” Van Der Veer said. “As healthcare continues to change, our commitment remains the same. Delivering care that is accessible, transparent, and built on trust.”
The new memberships will be available at all 13 Hy-Vee Health Exemplar Care clinics located across the Midwest. To learn more about Hy-Vee Health Exemplar Care and its locations, visit https://www.exemplar.care.
About Hy-Vee Health Exemplar Care
Hy-Vee Health Exemplar Care is a membership-based healthcare organization addressing the evolving needs of today’s patients through accessible, transparent, and relationship-driven care. Operating clinics across five Midwest states, Hy-Vee Health Exemplar Care offers healthcare through flexible membership options designed to meet patients where they are in their health journey. Hy-Vee Health Exemplar Care is focused on strengthening patient-provider relationships and delivering a more trusted, sustainable healthcare experience.