All contestants:
Location: 28 E. 3rd Ave., Ste. 201, San Mateo, California, United States United States
Founded in: 2011
Stage: Revenue generating
Number of employees: 16-30
Funding history:
- Date: 11/2015, IPO: undisclosed amount
Investors: Paul Willard
- Date: 01/2013, Seed: undisclosed amount (post valuation: undisclosed amount).
Investors: George Zachary, Zac Zeitlin, jonathan sposato, Jason Portnoy, Geoff Entress
Short URL:
Followers (498)
Awards and mentions


Share the Health!
California, United States United States

PokitDok is a price transparent health marketplace where consumers shop directly from providers for high value health services. Consumers can search by condition or specialty and request a price quote directly from providers.

Company description

PokitDok is a health marketplace for consumers to research and shop directly from providers for treatments and services. Insurance companies and self-insured employers license PokitDok to empower their members to do the same. More than 1000 practices use PokitDok to offer real time eligibility checks, quote prices and process claims. Traditionally, it's been difficult for consumers to know what an appointment actually costs. On PokitDok, physicians quote and post information and prices openly ensuring consumers know before they go.


  • Lisa Maki
    Lisa Maki | Founder
    CEO, co-founder @PokitDok, Previously CEO, co-founder of BeliefNetworks (Benefitfocus, 2010), multiple roles in consumer product development at Microsoft.
  • Ted Tanner
    Ted Tanner | Founder
    Architect at Apple & Microsoft. CTO or senior engineer at digidesign (IPO) Crystal River Engineering-bought by Creative Labs, MongoMusic-bought by Microsoft, BeliefNetworks-bought by Benefitfocus
Competitive advantage

1. The first integrated marketplace for health

While competitive solutions fall into one of four categories: 1) consumer reviews (Yelp, Angie's List), 2) brokered pricing (FairCareMD, Sprig, SaveOn Medical, HealthinReach), 3) provider listings and bookings (ZocDoc, ITriage) and 4) Physician Ratings (healthgrades, vitals, RateMD). PokitDok is the first solution to integrate all necessary purchase information into one health marketplace capturing and retaining consumer attention from activation through conversion.  


2. Request for Quote

Building on a commitment to finding the highest quality services at a fair price, PokitDok Mobile’s Request for Quote process gives users the ability assign a price they are willing or able to spend on a particular service and have providers bid for their business. Described as the “Priceline for Health” by GigaOm, PokitDok’s Request for Quote systems connects qualified demand to competitive providers.


3. Authoritative provider and service reputation model

We derive a reputation and quality score from validated provider and service data and combine that with consumer reviews for a consistent and authoritative service evaluation, independent of network.


4. Scalable Sales Solution

In the first 6 months since launch we perfected a call center lead generation model with 2x the national conversion rate and over 500 practices signed at an average of 3-5 providers per practice. Most recently we signed the largest private physician’s group in the country representing 230 independent practices of approximately 776 primary care and specialty physicians serving over 200,000 patients.  



Questions and Answers

Q. How are you attracting practitioners to your marketplace and what is the benefit to them?

A. Practitioners - especially those in solo practice, partnership or small group situations - face incredible financial pressures to maintain autonomy in an environment of consolidation. Their traditional referral networks are changing or disappearing and they seek simple, cost effective ways to replace those networks with highly qualified online referrals. On our self-service platform providers can claim their business page and publish practice information to the PokitDok marketplace in 10 minutes or less with no change to their backoffice footprint.


Q. How are you getting distribution?

A. We partner with self-insured employers and health solution providers to distribute to employees with high deductible plans, cash contribution and HSA accounts who are shopping for the best value services. We also partner with professional associations to distribute to practitioners as a recommended tool for maintaining and growing independent practices.


Q. What’s the business model?

A. We are free to consumers and offer a fremium model to providers with a paid subscription for enhanced SEO, marketing and practice management features. Employers and other organizations also pay a fee to populate private networks with the highest value providers as a function of quality and price.


Q. Why would a consumer go to your site? What is the typical use case?

A. Enrollment in high deductible plans with HSA accounts tripled over the last five years reaching 13.5M in 2012. Faced with increasing costs, employers like GE and Whole Foods give employees cash up front ($1000 in most cases) to spend on full cost healthcare before their high deductible plan takes affect. These consumers seek the information you would expect to have before making any important purchase: product and service information, reviews, recommended providers and price. PokitDok is the only source for that information where providers and services are listed independent of plan and payment method including cash, HSA or insurance.


Q. How do you size this market?

A. Of the $2.3 Trillion spent on health care in 2011, $381 Billion of that came directly out of consumer’s pockets for expenses other than healthcare premiums. While a significant portion of that was spent on co-pays, an increasing amount (as measured above) is spent on full cost health care from cash accounts or HSAs. Breaking it down even further, in 2012 the states with highest levels of HSA enrollment were California (1,001,943), Texas (755,432), Illinois (717,384), Ohio (662,999) and Florida (539,778) with a minimum HSA balance per enrollee of $1,250 for an individual and $2,500 for a family creating a minimum of $4,596,920,000 in tax deductible cash health purchases for those five states alone.


Paul Willard
Investor since 2013, Product and Marketing executive at Practice Fusion,, NextCard, Atlassian, and WaMu for 14 years prior. Aerodynamics engineer at Boeing for 7 years before there were interwebs.
Paul Willard
Partner at Subtraction Capital, investing in early stage enterprise software companies in the San Francisco Bay Area and Salt Lake City.
George Zachary
George Zachary joined Charles River Ventures in 2004. He brings more than 17 years of operating and investing experience in computing and consumer technology. George's focus is on building great services and software technology companies. George ...
Zac Zeitlin
Angel investor in pokitok, greenling, real food works, runa, zipongo, mentormob, Everest (aquired)
jonathan sposato
Angel investments and exits: GeekWire (funded)Vizify    (funded)        PokitDok (funded)    EveryMove (funded)    Picnik    (acquired by Google)