I was going to post about Dr. Jay Parkinson six months ago, but I'm glad I waited because his story is much bigger now. Despite the snarky headline, the story below is very positive. Instead of joining the health care system, Parkinson tried to start a bare-bones practice in Brooklyn that took cash only, employed no staff, and relied heavily on internet technology. What he discovered was that he couldn't continue without some kind of record-keeping infrastructure. Now he has a new partner, Myca. I think the marketing plans are sort of scary. If I were them, I wouldn't spend anything on marketing until they have more of a track record. Guess they're scared of not covering fixed costs fast enough.
MDNG: Jay Parkinson Sells Out?, 2008-May-12, by Bill Schu
What he’s building now is a practice called Hello Health that looks and feels like his (no office staff , no waiting rooms, open communication lines directly with physicians and patients), but with several improvements that only a huge investment can provide. Parkinson says the patient and physician interfaces on the operating system are leagues beyond a traditional EMR. Hello Health will offer free generics to patients and by-the-minute appointments that physicians will travel to via Vespa scooter should a face-to-face be necessary. Parkinson is nothing if not a master at marketing, and now with Myca’s resources at his disposal, the sky is the limit. Hello Health has enlisted the talents of the Barbarian Group, the marketing geniuses behind Burger King’s subservient chicken Web ads. But, according to Parkinson, the best feature of Hello Health may be the group’s unique takes on franchising, marketing, and quality, borrowed in part from other successful consumer brands, such as the car-rental service Zipcar and fast food chain Chick-fil-A.