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30 | I NSIGH T • J u l y 2 0 15 w w w . i n s i g h t o n b u s i n e s s . c o m I N S I G H T O N H E A L T H C A R E B y N i k k i K a l l i o W hen Dental Associates founder Dr. John Gonis tried to improve access to dental care for patients on the south side of Milwaukee, his first attempt wasn't a hit with the state insurance commissioner's office. "He had the idea of forgiving copays as a way to eliminate an obstacle or barrier to patients receiving care," says Katherine Grueneberg, chief administrative officer for Dental Associates. Unfortunately, providers are not allowed to forgive copays. Instead, Gonis developed the CarePlus Dental plan in 1983 as a way to make care more affordable — and therefore more accessible — for his patients, Grueneberg says. "People aren't as hesitant to move forward with the services that they need," she says. "And we can also offer higher-than-average benefits because of those administrative efficiencies of being both the provider and the care organization." Larger providers also have developed their own health insurance organizations such as Affinity Health System's Network Health. But some specialists also have ventured into starting their own plans, such as Menasha-based RLJ Dental — along with partners Fox Valley Orthodontics and Oral Surgery Associates of Wisconsin — which offers Wisco Dental insurance plans. Going independent Dental Associates strives to improve patient care by offering its own health insurance plan But providers don't just decide one day to start their own health plan, then have it up and running the next week. "It's not for the faint of heart," Grueneberg says. "It's a pretty detailed, complex process. You have to know and follow insurance regulations." Launching an independent health plan requires licensing the insurance company and individuals to be able to sell the insurance, Grueneberg says. Providers also must hire the appropriate team to administer the insurance. Forms, contracts and certificates must be filed with the Wisconsin commissioner of insurance. "Even when it comes to marketing, we need to follow the insurance commissioner's guidelines," Grueneberg says. "So it's not something that is easy to do." Dental Associates, which is headquartered in Wauwautosa and has offices in Green Bay, Appleton, Fond du Lac and Greenville, employs a CarePlus member services team of about 20 people. CarePlus operates as a nonprofit, allowing the savings to be passed on to patients, Grueneberg says. e team works with employer Dr. Richard Kling of Appleton, a Dental Associates provider, says the organization's CarePlus insurance plan allows him to provide better patient care and encourages patients to seek care even when their own insurance plans don't offer adequate dental coverage. C O U R T E S Y O F D E N T A L A S S O C I AT E S