Compass with needle pointing the word vision with blur effect plus blue and black tones. Conceptual image for immustration of company or business anticipation or strategy

Vision for Joey

The world’s largest, independent, patient-centered digital health platform

Current System

US healthcare is broken. So much so, that mentioning it becomes cliché. While many cast blame towards our healthcare providers, they are just as frustrated we are. Burnout is at an all-time high and 66% of ICU nurses are thinking about quitting nursing altogether! The pandemic has exposed just how flawed our current system is.


Health systems are now massive, bloated corporations that continue to swallow up independent private practices. In 2012, 60% of doctors worked in private practice. Now, only 49% do. For the first time in history, less than half of all physicians are considered “independent.” Much of the decline in private practices can be attributed to the ever-larger administrative bureaucracy and insurance requirements surrounding healthcare. Rather than fight the blood boiling processes, doctors often choose to get acquired by health systems so that the administrators deal with all the paperwork instead. If you can’t beat them, join them, right? And can you blame them? After all, what other industries in 2022 are still built upon fax machines?!


If the clinical outcomes in the US were superior to the rest of the world, then we might just be willing to put up with the hassle. But, our healthcare is actually among the worst in the developed world. In fact, the United States ranks dead last in maternal care compared with 10 other developed nations! And it has only gotten worse; the US is the only developed country where maternal mortality has actually been increasing! We also spend the highest percentage of GDP on healthcare…but have some of the worst outcomes to show for it (we are 46th in the world).


Black women are almost 4x more likely to die than white women during and post-childbirth. American Indians are almost 3x more likely as well. “Racial discrimination is very real in the health care system, even when [women] had socioeconomic and educational parity,” says Monica Raye Simpson, executive director of SisterSong (a reproductive justice organization in the southern US states).


We NEED radical change in our healthcare system. Rarely does radical change occur though when remaining inside the constructs of the existing system.

The Future

The healthcare company of the future is going to be built entirely around software that improves the care experience for all parties involved. This software will do just about everything, including:

  • Matching people with the best, personalized independent providers
  • Handling all appointment coordination and administrative paperwork
  • Offering numerous care settings and communication delivery methods (both virtual and in-person)
  • Processing insurance claims behind-the-scenes using artificial intelligence
  • And much more…

Our healthcare platform is being designed to put the patient experience first. It will prioritize preventative care and holistic collaboration between different types of providers. Patients will have the ability to mix and match providers of their own liking (like a game of Tetris) to build their ultimate care team. They won’t be constrained anymore to work with only a select few providers within one health system. The patients will have ultimate ownership (and control) over their healthcare records, rather than the hospitals and health systems. These records will be easily accessible, portable, and transferrable to whomever they’d like.

Our current healthcare system is not designed to operate this way. That’s why we are building a new system from the ground-up, the right way, with Joey. Joey is fast becoming the premier Supplemental Care Platform for families to better manage their health in between doctor visits; from obstetrics to geriatrics.

On-Demand Marketplace & Telehealth Platform

Starting with Maternal & Child Health, we’ve constructed an on-demand marketplace and telehealth platform to connect parents with the best, independent providers (“Experts”), such as lactation consultants, doulas, sleep consultants and 20+ other “Expert Types” coming soon (e.g. pelvic floor therapists, dietitians / nutritionists, childbirth educators, etc.).


When we say “on-demand,” we mean it. Parents can go from “search to speak” in less time than it takes for an Uber to arrive; a real life-saver for those 2AM nursing and sleep issues. At the core of our marketplace are “inclusivity” tools that help match parents with providers that share similar backgrounds for a better experience (such as similar ethnicities, languages, demographics, location, and lifestyles).


Parents will be able to add their insurance information, find providers that are available in their insurance network, and then have all the paperwork handled behind the scenes. Since we will handle everything, from start to finish for both patients and providers, we are essentially a “vertically-integrated” platform.

Collaborative Care Circles

Collaborative Care Circle Image showing Seven Different Expert Types in a Circle surrounding a family consisting of a mother, father, and child. The Seven Expert Types are Childbirth Educator, Doula, Lactation Consultant, Sleep Consultant, Registered Dietitian, Pelvic Floor Therapist, and Postpartum Mental Health Counselor

Care vs. Healthcare

Care and healthcare have historically been kept separate. We define “care” as any service type that doesn’t usually qualify for insurance coverage, such as doulas, sleep consultants, and newborn care specialists. Whereas “healthcare” would be reimbursable services like lactation, physical therapy, and nutrition. Both types are often critical components of a family’s support system, so why can’t families have everything consolidated under one roof? Why aren’t caretakers viewed as important members of the “healthcare” team? After all, they have a sizable impact on the social determinants of health that influence a family’s overall health and well-being. Joey brings them into the fold so that “care” and “healthcare” are blended together. If a family’s health is rarely siloed / compartmentalized, then neither should any types of care.

Future Expansion

As you and your family grow up, we will grow alongside you. We plan to expand outside of Maternal & Child Health and incorporate providers in numerous other care areas, such as:

  • Holistic care (e.g. chiropractors, acupuncturists),
  • Pediatric & Adolescent care (e.g. occupational therapists, speech language pathologists),
  • Adult care (e.g. fertility coaches), and
  • Geriatric care (e.g. home health aides)


We are designing our platform to be useful for you (and your family) throughout your entire lives. If we can’t accomplish that, then we won’t be able to live up to our vision of being the best patient-centered digital health platform. And we have no intention of letting you down.