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flipMD: Flipping the Script on Physician Work


Tell us about flipMD. How are you innovating the health care industry? flipMD is a gig marketplace for physicians to dis- cover non-clinical work outside of their clinical duties. Physicians that are practicing and see patients all day long have insights and expertise into what’s happening on the ground – both inside and outside of the hospital walls. They can apply those insights to innovative work in medicine, whether that’s a medical device company, or a small drug company, or an early-stage startup. We sought to build a bridge to connect physicians with those healthcare companies, and so we started flipMD in 2020 with the aim of building that meeting place.


Has your acquisition by GoodRx changed the trajectory of flipMD in any way? Yes, flipMD can be scaled for continued growth. Firstly, we can grow our clinician base with GoodRx’s network and with additional resources, we can support larger scale market research projects. Secondly, there are many suites of products that GoodRx offers to providers; finding the right way to work within those product suites, introduce our offerings and really give a holistic experi- ence for the clinician has incredible potential for expan- sion. Clinicians are working with GoodRx when they’re with their patients, and then they’re working with flipMD in their off time, so together we can help round out the clinical and non-clinical physician experience.


Tell us a little bit about the mechanics of how this works. We wanted to find the right way to engage practic- ing physicians, so the platform itself is meant to be an opportunity for them to be in the driver’s seat. As a physician, you come to the platform like a social media account – creating a profile explaining your medical train- ing, your research interests, your procedural background, and other relevant details. On the opposite side, a client would then post a project or a staffing position – anything from a one-hour Zoom call or an advisory role, all the


way to a long-term engagement with someone or even a placement as full-time staffing position. Those physician candidates can peruse the open jobs and submit a pro- posal, and clients can vet and evaluate those physicians and proposals on their own.


Can you give us one or two examples of clients you’ve worked with? There’s a lot of opportunity for early-stage companies. We’ve had projects that come through where the opportu- nity is just getting in the mindset of a physician or getting in the exam room. We had a project where a company had a digital health solution for hysterectomy and wanted to know how physicians actually deliver that news to a patient.


What makes you different from other organizations? What we’re trying to do is really democratize the opinions pool. It’s really hard for physicians, especially within the environment that they’re working in now, to think outside of hospital walls. And we’re trying to educate and explain their impact on medicine outside of patient care. For young physicians it’s a huge opportunity, because they’re looking at another 30 or 50 years in medicine. The biggest differentiator for us is just engaging a different physician population than the traditional networks would have. With news around health care labor shortages and physician burnout, it’s a really scary field to be in. We’re offering solutions and opportunities to diversify that workload. We see our clinicians are often trying to toe the line


between non-clinical and clinical, and they don’t really know how to do that. I spoke with someone just the other day who said he physically can’t practice medicine anymore because of the long hours of surgery on his back. He has a ton of experience to share but doesn’t know what to do with it. He’s the perfect person to be on our platform, using what he’s learned in the past 30 years of medicine. We are bringing a different audience that has very inno-


vative and entrepreneurial thinking just by the way of how the platform works and how they come find us.


flip-md.com


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