At the Iowa Ideas 2023 Conference, Dustin Arnold, medical officer for Unity Point Health at St Luke’s Hospital, Cedar Rapids; Tony Meyers, chief medical officer at Mercy Medical Center, Cedar Rapids, Kyle Ray, adviser at True North Insurance and financial strategies, Cedar Rapids, discuss how preventive care is at a crossroads. They discuss payers, reimbursement, and pricing. They also discussed preventive care, socioeconomic considerations, and relationships with patients.