Industries › Medical Device › Madison
Across 4 counties, the Madison metro counts 17,791 business locations employing 358,759 people. The 1,121 with 50–499 employees are the starting pool for a medical device campaign, and Sapper works them by phone first.
| Sector | Locations | Jobs | 50–499 employees | 500+ employees | Change since 2022 |
|---|---|---|---|---|---|
| Physician offices | 191 | 7,795 | 23 | 0 | +22 |
| Outpatient care centers | 96 | 2,151 | 8 | 0 | +6 |
| Hospitals | 15 | 22,957 | 4 | 4 | ±0 |
| Dental offices | 203 | 2,320 | 3 | 0 | −9 |
| Medical & diagnostic labs | 16 | 4,186 | 0 | 0 | ±0 |
Where to start: In Madison, the second-deepest mid-size list is outpatient care centers (8), after physician offices (23). Physician offices added the most locations between 2022 and 2023 (+22). Acute care hospitals in the metro include SSM Health St. Mary’s Hospital – Madison, Unitypoint Health – Meriter, University of Wi Hospitals & Clinics Authority, Aspirus Divine Savior Hospital, The Monroe Clinic (CMS).
| County | All locations | Finance | Health care | Prof. services |
|---|---|---|---|---|
| Dane, WI | 14,765 | 924 | 1,660 | 2,016 |
| Columbia, WI | 1,432 | 74 | 130 | 84 |
| Green, WI | 1,012 | 58 | 89 | 58 |
| Iowa, WI | 582 | 38 | 55 | 45 |
Where the market sits: Dane County and Columbia County hold 91.0% of the metro’s business locations across 4 counties. By count, Dane County leads with 14,765 locations and Columbia County follows with 1,432.
The metro has 22 medical, dental and hospital equipment wholesaler locations. That is a lot of outreach competing for the same attention, so the first message has to be specific.
What wins: specificity. Lead with one sector and one problem the buyer recognizes, not a list of services.
1. We agree on the accounts firstYou approve the target list. It is exclusive to you.
2. We introduce you, then keep goingPhone first, backed by email, LinkedIn and mail.
3. We qualify before we bookNeed, timing and who else is involved, confirmed.
4. You walk into a warm conversationWith the account history and a confirmed time.
For a medical device company, the list starts with care setting: hospital, physician office, outpatient center or lab. Then product fit and who buys in that setting. In Madison, a first pass could start with the 23 mid-size physician offices locations and the 8 in outpatient care centers. How appointment setting works →
The 4-county Madison metro has 17,791 business locations. 1,121 have 50–499 employees and 69 have 500 or more (Census County Business Patterns, 2023).
The most mid-size locations are in physician offices (23), followed by outpatient care centers (8).
Titles to test first include medical and health services managers. The metro has 1,220 of them, plus 190 purchasing managers. The final titles depend on what you sell, and you approve the list before anyone calls.
Nearby markets: Medical Device in Milwaukee (76 mi), Medical Device in Chicago (123 mi) and Medical Device in South Bend (187 mi).
Abstrakt, Sapper’s parent company, covers Madison contractors and home-service companies on its Madison page.
