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App-based home health care startup Pivotal Health expanding to Milwaukee after $1.3M raise

A new health care provider that will let patients schedule and pay through a mobile app and then have a licensed clinician show up at their door to provide in-home urgent or primary care is coming to the Milwaukee area.

Pivotal Health, founded in Middleton last year, will begin seeing Milwaukee-area patients on Dec. 1, the company's co-founder and CEO Sal Braico said.

The health technology startup recently closed a $1.3 million seed round led by Cleveland's Comeback Capital, an early-stage venture fund focused on companies outside of the coastal technology hubs. Madison's Symphony Alpha Ventures LLC was also a large backer, and several angel investors — around half of which are in Wisconsin — also participated, Braico said.

Braico, who has had a nearly 20-year career in health technology, said the company is aiming to make accessing health care as easy as ordering items on Amazon.

But unlike telehealth providers, Pivotal is preserving in-person health visits, allowing patients to have face-to-face time with clinicians and get procedures and tests done as needed.

"What we're trying to do is to really maintain that high-quality, high-touch patient visit and then try to automate everything else around it so that we protect that clinician-to-patient time," Braico said.

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