Doctor.com, a New York-based company that makes tools to help doctors manage their online presence and book appointments, has raised $5 million in a round led by Spring Mountain Capital. 

"While our growth has been highly capital-efficient to date, the time was right to bring in additional funding to support the expansion of our healthcare marketing automation platform," CEO Andrei Zimiles said in a statement. "We are doing things that have never been done before in the industry and the demand we are seeing is phenomenal. With the rapid success of our recently-launched enterprise business and our ever-growing client base of thousands of private practices, we've never been more excited to kick off a new year." 

Doctor.com has been in operation since 2012. The basic concept is that doctors are finding themselves with online profiles and reviews on a variety of websites they don't control, from general review platforms like Yelp! to healthcare-specific platforms like Vitals and Healthgrades. Doctor.com has features that allow doctors to update their profile across the different platforms, reach out to patients encouraging them to post positive reviews, and then syndicating those reviews across multiple platforms. Another product, ScheduleSync, helps physicians to integrate the appointment booking features of all those sites into one useful stream.

"More and more, patients are seeking information online before choosing a physician or dentist," Raymond Wong, managing director and head of Spring Mountain Capital's private equity group said in a statement. "Doctors are attempting to adapt to this significant change in healthcare consumption and are motivated to ensure that their online profiles are accurate and their online reputations are properly maintained; however, they are finding themselves ill-equipped to do so. Doctor.com is uniquely positioned to solve this growing problem for healthcare organizations and we are pleased to partner with the team to continue to drive innovation in healthcare marketing."

The company recently completed work on its marketing automation platform, which adds a patient messaging component across online and mobile platforms.