Ultrasound Cost in Madison, WI (2026): Average Prices & What You'll Pay
What does a ultrasound cost in Madison, WI?
The same ultrasound in Madison, WI might cost you $70 at one facility and $116 at another - the building you walk into drives the difference. The median cash price across 10 reporting hospitals is $75. These figures come straight from hospital price transparency files published under federal law.
Three low-priced facilities in Madison, WI, from hospital price files
- Stoughton Hospital $55
- Ssm Health St. Mary's Hospital - Madison · Madison, WI $76
- Select Specialty Hospital - Madison $194
Free: the typical range and the facilities above. Add your email to unlock all 10 facilities. We email you the full price list plus a checklist of what to ask before you book. We don't sell your information (privacy policy).
Where ultrasound costs vary in Madison, WI
Pins show hospitals with price-transparency data (colored by vs. state average) and nearby imaging centers and other facilities (colored by type). Click any pin for facility name and estimated cost range.
26+ people checked prices near them this month.
The same ultrasound can be one bill or two - and the radiologist can be out-of-network even when the facility isn't.
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Cheapest Ultrasound Providers in Madison, WI
Based on declared cash/self-pay prices from CMS hospital price transparency files.
| # | Facility | City | Price | vs Median |
|---|---|---|---|---|
| 1 | Stoughton Hospital | WI | $55 | -$20 |
| 2 | Aspirus Divine Savior Hospital | Portage, WI | $66 | -$9 |
| 3 | Madison Rehabilitation Hospital, LLC | WI | $72 | -$3 |
| 4 | Prairie Ridge Health | Columbus, WI | $74 | -$1 |
| 5 | Ssm Health St. Mary's Hospital - Madison | Madison, WI | $76 | +$1 |
| 6 | Upland Hills Health | Dodgeville, WI | $82 | +$7 |
| 7 | Select Specialty Hospital - Madison | WI | $194 | +$119 |
| 8 | Select Medical Rehabilitation - Madison | WI | $707 | +$632 |
Prices are declared self-pay rates. Contact each facility for a formal quote before scheduling.
Email me this price comparison plus what to ask before booking
Unlocks all 10 facilities here and sends the full list with a short checklist of questions that change what you pay. We don't sell your information (privacy policy).
Before you book: three questions that change the price
- Is this the self-pay price, and does it include the doctor, anesthesia and any lab or pathology? Those are often billed separately.
- Can you give me the price in writing, with the billing codes it covers?
- What happens to the price if something extra is needed during the procedure?
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Quick take
- Stoughton Hospital is the lowest-cost option at $55 - $20 below the state median, just by choosing where you go.
- Ask for the cash price if your deductible isn't met - the median cash price here is $76, and it's often lower than what insurance pays before your deductible is satisfied.
- Independent imaging centers often charge much less than hospital outpatient departments for the same scan and may not appear in this hospital-only dataset - ask your doctor whether one is an option.
Advocate Aurora Health (formed in the Illinois-Wisconsin merger) and Ascension Wisconsin are the dominant systems in the Milwaukee market, while UW Health anchors the Madison market. Wisconsin's hospital market is moderately competitive in major metros but increasingly concentrated in rural areas. Prices tend to run near or slightly below the Midwest median. Ultrasound pricing varies more by body part and clinical indication than almost any other imaging type - an OB ultrasound, a vascular duplex study, and an abdominal ultrasound carry different CPT codes and reimbursement rates even though the equipment is the same. Independent imaging centers typically charge 40–60% less than hospital outpatient departments for the same study. The sonographer skill matters more than setting for diagnostic quality.
Received a bill? Check it for errors → Estimate YOUR cost before you go → Managing more than one bill? See the family tracker →
Why prices vary - and what it means for your coverage
A small number of hospitals (2) report prices above $313, including Meriter Hospital, Inc at $919, which drives most of the overall spread - excluding them, most facilities cluster in a much tighter band. Setting matters too: the median outpatient price is $75 versus $133 inpatient (about 1.8× more), so where a procedure happens often matters more than which hospital you pick. Whether the scan happens in a hospital outpatient department (which adds a separate facility fee) or a freestanding imaging center is usually the single biggest driver of price for this procedure.
None of the prices above are what you'll necessarily owe: your deductible, out-of-pocket maximum, and each provider's network status all still apply.
| Your situation | Estimated out-of-pocket |
|---|---|
| Deductible not yet met | ~$75 |
| Deductible met - 20% coinsurance | ~$15 |
| Out-of-network provider | $165+ |
Frequently asked questions: ultrasound costs in Madison, WI
How much does an ultrasound cost in Madison, WI?
The typical price is $75, with most facilities between $70 and $116. Full market pricing - including cash rates, gross charges, and outlier facilities - ranges more widely, from $39 to $919 across all 10 Madison, WI hospitals that publish prices. What you pay depends on the facility, your insurance, and whether you have met your deductible.
Where is the cheapest place to get an ultrasound in Madison, WI?
Based on declared prices, the lowest-cost facility in our Madison, WI data is Encompass Health Rehabilitation Hospital of Fitchburg in Fitchburg at about $39. By metro, Madison has the lowest median ($498). Independent imaging centers are often cheaper still and may not appear in hospital price data - ask your doctor whether one is an option.
Why is an ultrasound so much cheaper at some Madison, WI hospitals?
Prices vary up to 23.6× because each hospital sets its own list price, cash discount, and insurer-negotiated rates. In Madison, WI, the median cash (self-pay) price is $76 versus a median negotiated rate of $40 - about 1.9× higher. Asking for the cash price or your insurer's negotiated rate is often the single biggest lever on what you pay.
How much will I actually pay out of pocket for an ultrasound in Madison, WI?
Your out-of-pocket cost depends on your deductible, coinsurance, out-of-pocket maximum, and whether the facility is in-network - not just the sticker price. If you have not met your deductible, you will typically pay the negotiated rate in full until you do. Use the CostKits cost forecaster to estimate your specific out-of-pocket amount before you go.
Before you book
- Deductible vs out-of-pocket max
- How to negotiate your medical bills
- EOB vs medical bill: complete guide
- Already have a bill? Check it for errors
- How to read an EOB line by line
Other procedures in Madison, WI
Ultrasound, elsewhere
What matters before you schedule
Imaging center vs. hospital
Hospital outpatient departments typically charge 2-4x more than independent imaging centers for the same ultrasound - same outcome, very different bill. The ER charges the most of any setting and should only be used when the situation is medically urgent. Call ahead and ask for a self-pay or cash quote at each setting you're considering.
Cost by type
Which type your doctor orders for this ultrasound changes the billing code, and what you pay. For example: A recognized variation that can change the billing code and what you owe.
This is shoppable
Ultrasound is elective and schedulable, so you have time to compare facilities before booking - hospital outpatient prices often run 2-4x higher than alternative settings for the identical clinical outcome.
What to ask before you book
Get the CPT code from your doctor, confirm every provider involved (not just the facility) is in-network, ask for the cash-pay rate if you're uninsured or haven't met your deductible, and request a written estimate for ultrasound before you schedule.
CostKits compiles hospital price transparency data to help families make informed decisions. Track and manage your healthcare costs (free account).
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About the Author
John Caruso, FSA, MAAA
Healthcare actuary with 20+ years of experience in insurance pricing, medical billing systems, and healthcare cost analytics.
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