ABC for Health, Inc.

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Bobby Peterson

  • Executive Director
  • (608) 261-6939 ext. 201

Bobby is the founder and Executive Director of ABC for Health, Inc. and My Coverage Plan, Inc. A 1987 graduate of the University of Wisconsin Law School, Bobby began his law career at the Center for Public Representation. In 1994, Bobby founded ABC, which continues to connect children and families with health care benefits through advocacy and benefits counseling. Bobby has extensive experience representing clients with access to health care and coverage issues, particularly health insurance claim denials. From 1993 to 2001, Bobby co-chaired the American Public Health Association Maternal and Child Health Section committee on Children with Special Health Care Needs, and in 1998 he helped found the Public Interest Law Section of the State Bar of Wisconsin. Bobby was recognized as one of the top lawyers in Dane County in 2001 and 2003. In 2005 he helped initiate HealthWatch Wisconsin, a statewide membership organization to promote better access to health care and coverage, and in 2010 he founded a new subsidiary organization, My Coverage Plan Inc, an innovative new technology firm to help providers and consumers connect to and maximize all available health care coverage. Bobby is also the project director and principal investigator on numerous state, federal, and private foundation grants.

Rich Lavigne

richManaging Attorney

Rich Lavigne is the Managing Attorney for ABC for Health. He is a graduate of Northland College with a Bachelor of Science degree in Biology and earned his law degree at the University of Wisconsin in Madison. His background includes environmental chemistry, land surveying, and wetland restorations, as well as five years in private law practice. Rich has served on several municipal government boards and committees and currently chairs the Board of Directors for the Public Interest Law Section of the State Bar of Wisconsin.

Ryan S. Co

ryanExecutive Assistant
  • (608) 261-6939 ext. 215

Ryan is an Executive Assistant at ABC for Health, Inc.; Ryan serves as the firm's in-house videographer, multimedia designer, and social media specialist. Before coming to work for ABC, he worked as an associate producer at an independent film studio where he helped write, film, and edit a number of documentaries and short films. Prior to that, he worked at an advertising agency where he wrote copy and designed graphics—some that found their way into the Chicago Tribune and Los Angeles Times. He graduated from North Central College--almost cum laude (if it weren’t for his interest in physics, advanced Mandarin, and Netflix)--with a Bachelor’s degree in Convergent Media. Outside of office hours, Ryan spends his time as a writer, gamer, and shiba inu enthusiast.

Sarah Brandt

Health Benefits Advocate
  • (608) 261-6939 ext. 213

Sarah is a Health Benefits Advocate at ABC for Health. She is a 2017 graduate of the University of Wisconsin-Madison where she studied Rehabilitation Psychology as well as Studio Art. During her time at UW, she had the opportunity to intern at the Madison West High School Transition Program, Gio’s Garden, and the UW-Madison Office for Equity and Diversity Disability Employment Program. She also spent three years working for University Housing-Desk Services. Her favorite employment experience during her college career was working two summers at Wisconsin Badger Camp, a residential summer camp for individuals three and up with developmental disabilities. In her free time, Sarah enjoys making sculptures out of wood, refurbishing furniture, traveling and spending time on the Wisconsin lakes.

Elena Espana-Regan

Bilingual Health Benefits Assistant
  • (608) 261-6939 ext. 225

Elena completed her Master’s Degree coursework for Gender and Women’s Studies at UW-Madison in May of 2017, where she was a Teacher’s Assistant for GWS 103: Women and their Bodies in Health and Disease. She joins the ABC for Health Team as Bilingual Health Benefits Assistant, where she hopes to put her passion for working to reduce the incidence and impact of health disparities to good use. Elena grew up in Madrid, Spain, and lived there until she moved to St Paul, Minnesota (where her mother is from), to finish her BA in History at the University of St Thomas. While at UST, she worked in Residence Life and also earned minors in English and American Cultural studies.  Elena has a background in education, community organizing, youth leadership and Sexual Assault/Intimate Partner Violence prevention efforts. She has been a volunteer with the UNIDOS against Domestic Violence Helpline since July of 2017. If you let her, Elena will talk incessantly about the amazing opportunities being bilingual and bicultural have granted her, how she experiences language as a fundamental part of her identity, and how the two things she misses most about Spain are the Sun and the food. And the architecture. And the art museums. And her family and friends, of course.

Brynne McBride  

  • COO
  • (608) 261-6939 ext. 210

Brynne is the Chief Operating Officer of ABC for Health, Inc. She engages in direct legal advocacy and litigation on behalf of clients, drafts and manages contracts, and negotiates with federal, state, and private benefits and insurance institutions. She oversees ABC for Health’s growing HealthWatch Wisconsin project and is a frequent commentator on the HealthWatch WatchDog. She serves as the agency’s representative on community boards, including Community Shares of Wisconsin, the Wisconsin Democracy Campaign, and the State Bar of Wisconsin's Public Interest Law Section. She was recently recognized by the State Bar of Wisconsin as "Lawyer Demonstrating Exemplary Commitment to Community." Brynne received her J.D. from the University of Iowa College of Law and her undergraduate degrees from Bryn Mawr College.

Kenton Zink

Health Benefits Counselor Manager
  • (608) 261-6939 ext. 220

Kenton is a Bilingual Health Benefits Counselor Manager with ABC for Health, Inc. Kenton conducts interviews and provides counseling services to patients under provider contracts, engages in direct patient advocacy on behalf of clients, and negotiates with federal, state and private benefits and insurance institutions. Kenton contributes strong experience in working with families on health care and other issues, robust knowledge of program and policies, and technical skills in case management and training. Before joining ABC, Kenton worked for Physicians Plus Insurance Corporation and for a Community Health Center and Migrant health facility as a medical assistant and interpreter. Kenton has a Bachelor's degree in Business Administration and Spanish from the University of Wisconsin-Eau Claire.

Polly Shoemaker

Staff Attorney
  • (608) 261-6939 ext. 209

Polly, seen here with guest pup Macey, is a Staff Attorney at ABC for Health. Polly is a 2015 graduate of the University of Wisconsin Law School, where she received the V. Russell Whitesel Award for Excellence for her work in the Government & Legislative Clinic and the Katherine Held Memorial Award for her contributions to the Wisconsin Journal of Law, Gender & Society. She has been a legal intern for the Dane County Corporation Counsel, the Wisconsin Government Accountability Board, and End Domestic Abuse Wisconsin. Prior to law school, Polly worked in local government education with UW-Extension’s Local Government Center and also worked for Epic as a healthcare IT proposal writer. Polly has undergraduate degrees in Music and Classics from Lawrence University and is an active musician with the Middleton Community Orchestra and Four Seasons Theatre in Madison.

Maddie Bridge

Health Benefits Assistant
  • (608) 261-6939 ext. 216

Maddie is a Health Benefits Assistant at ABC for Health. She graduated from UW Madison in May 2018 with degrees in History and Environmental Studies. During her time there, she worked on the student government’s Sustainability Committee advocating to make the campus more environmentally friendly. She also volunteered at Lake View Elementary as an Environmental Education Facilitator and at Middleton Outreach Ministry in the food pantry. She spent one semester in Washington DC where she interned at an international environmental law firm. During her free time, she enjoys being outside, going to the farmer’s market, and baking. Maddie is excited to help people gain access to healthcare through this position.

Juan Aguirre

Bilingual Health Benefits Assistant
  • (608) 261-6939 ext. 217

Juan is a Bilingual Health Benefits Assistant at ABC for Health. He received his Bachelor’s Degree in Kinesiology and obtained a Certificate in Chican@/Latin@ Studies. As an undergraduate student, Juan served as a mentor/tutor for the PEOPLE program and Physics Learning Center, intern at St. Mary’s Cardiac Rehab Program, and executive board member for PALMA (a pre-health student organization focused on providing resources to aspiring physicians of underrepresented backgrounds). Additionally, he had the privilege of studying abroad in Chile where he was able to discuss healthcare systems and learn about some of the practices and spiritual beliefs used by traditional healers. Apart from spending time with his family, Juan loves to go on bike rides with his partner, play soccer with friends and enjoy picnics by the lake.

My Coverage Plan, Inc.

Taylor Smith

  • Web Developer
  • (608) 261-6939 ext. 219

Taylor Smith is a web developer for ABC for Health, Inc. and My Coverage Plan, Inc., where he specializes in interface design and user experience. Taylor received a B.A. in Mathematics from Arizona State University and completed post-bacc work in both linguistics and computer science. His professional background ranges from documentation of endangered languages to choral music arrangement to tech consulting for arts-centric startups. When not building the face of MCP’s applications, Taylor enjoys a number of creative hobbies including music, writing, and photography, and harbors a minor obsession with board games.

ABC for Rural Health, Inc.

Mike Rust   


  • COO
  • (715)485-8525

Mike is the Chief Operating Officer of ABC for Rural Health in Balsam Lake, WI. Mike is a Health Benefits Counselor and a pioneer in developing the concept and practice of health benefits counseling. Through his investigative efforts, he uncovered widespread misapplication of the Medicaid Deductible Feature, the Family Fiscal Unit determination process, and birth cost recovery systems. He has written a health care competency model and curriculum for Wisconsin's public health workforce, and he continues to work with health care providers and public health offices across Wisconsin to promote clinic, hospital, and agency-based health benefits counseling. Over the past two years, Mike has focused his advocacy efforts on access to mental health and substance use treatment services; while also continuing to work on issues related to HealthCheck (EPSDT), Birth Cost Recovery, and the development of training and technology to support benefits counseling work at clinics, hospitals, and health departments.

Patty Turner

photo of patty turner
  • Health Benefits Advocate
  • (715) 485-8562

Patty is a Health Benefits Advocate at ABC for Rural Health, working closely with the Polk County Health Department and Health and Human Services. Patty joined ABC after working for five years as the Supervisor of Patient Advocates for a local community hospital where she assisted with patient support, express enrollment of pregnant women and children, presumptive disability, and charity care. She was a Certified Application Counselor for the Federal Marketplace Open Enrollment and partners on the ABC for Health portion of the CHIPRA grant—a project to connect children to health coverage in northern and western Wisconsin.