The art of bringing healthcare to market

Dr. Leonardo founder Jack Pellman.

By GREGORY ZELLER //

Dr. Leonardo Interactive Webservices multiplies an impressive medical pedigree with a deep stockpile of exclusive healthcare content to produce a zillion-combination design formula.

And no exaggeration on the zillion part.

The platform was spun out of former parent MedNet Technologies in 2013 by founders Jack Pellman and his brother Christian after years of development under the parent company’s banner. When Melville-based MedNet was sold this year to digital specialist Advice Media of Utah – terms undisclosed – Christian bowed out, leaving Jack in charge of the healthcare-focused startup.

Leonardo da Vinci – the 15th century Italian polymath whose theories, experiments and inventions perpetually influence art and science – gave Dr. Leonardo Interactive Webservices its name, continuing Pellman’s Leonardo streak: Jack borrowed Da Vinci’s famed “Venetian Man” for the original MedNet Technologies logo and incorporates a cartoonish version of the Italian scholar’s self-portrait, as well as his distinctive signature, in the Dr. Leonardo emblem.

“Da Vinci was an inventor, a scientist, an anatomist and, obviously, an artist,” Pellman told Innovate LI. “All of these components go into web development. It’s an art form, it’s a science and in our case, making websites for healthcare providers, it deals heavily with anatomy.”

The Leonardo reference was also meant to give the spinoff a little gravitas in an era in which website developers “are starting to get kinda cute” with their names, Pellman noted.

“Things like ‘Venetian Man’ are recognized symbols for physical medicine,” he said. “‘Dr. Leonardo’ is also kind of cute, but it has relevance to the healthcare world. It’s a good connection that invokes art, invention and science.”

The science, in this case, is the thing: Even non-technical users can quickly and easily design a website unique to an individual practice. An exclusive licensing agreement with Getty Images provides thousands of relevant photographs, from bicuspid close-ups for dentists to action-oriented rock-climbers for orthopedists, while a deal with A.D.A.M. – an online provider of digital tools for healthcare providers and educators – provides thousands of anatomical and procedural illustrations.

The site generator also incorporates exclusive written content covering over 8,800 conditions, treatments and procedures across virtually all medical fields. Much of it was produced by MedNet staffers before Dr. Leonardo spun off; the rest was written by freelance copywriters working for Dr. L. All of it is “my exclusive intellectual property,” Pellman noted, helping rank the DIY site-builder among the most detailed available to the healthcare market.

Pellman points to “18 to two dozen designs” for orthopedists alone to choose from, plus similar numbers for pediatricians, periodontists, physical therapists, chiropractors – virtually every practice area and specialty, even veterinarians, with design subsets focused on equine animals, companion animals and other specifics.

“Dermatologists will find people with a lot of skin showing,” Pellman said. “Gastroenterologists will deal more with intestinal tracts, and so forth.”

Users can start from scratch or tinker with templates already geared toward their specialty, and can modify the art or layout at any time. Once they’ve selected their basic look, the system will “zero into the library,” Pellman noted, where thousands upon thousands of thoroughly researched pages covering diagnoses, treatments and more are waiting.

“An ophthalmologist, say, will find 350 different eye conditions and treatments,” Pellman said. “You can include or leave out any ones you want, and change them however you want.”

The site builder also includes checklists covering changeable factors common to every medical practice: contact information, hours of operation, staff bios, etc.

“It walks you through the rest, with forms to fill out for your practice name and your slogan, and options to add your photo or logo,” Pellman added. “It will create a map if you have multiple locations, and if it recognizes that you’re in New York or any other state, it gives you a menu of eligible insurance plans to choose from. You just tick them off.”

Completed sites are hosted on servers reserved with ClearDATA, an Arizona-based provider of HIPAA-compliant cloud hosting, disaster recovery and information security services. The sites give practices a strong and secure web presence and also help providers meet new patient-education requirements: Web pages can be easily printed, Pellman noted, covering point-of-care information-distribution mandates, while the in-depth sites can provide a wealth of further details.

Dr. Leonardo markets its site builder through two primary methods. There’s the retail side, where individual practitioners pay a one-time startup fee and monthly subscription fee, and the more lucrative private-brand side, through which third-party companies sell Dr. Leonardo services under their own name – opening the site-maker to tens of thousands of potential customers.

“I have electronic health-record companies and IT service providers that have marketed it under their name,” Pellman said. “Everything works the same, but you don’t see ‘Dr. Leonardo,’ except in the copyright information.”

That’s Pellman’s main vertical – “an electronic health records company can work with 120,000 providers,” he noted – and two years after it was officially spun off, the vertical is going strong. So strong, in fact, that the startup, which has been in virtual mode since the MedNet sale, is now looking for a brick-and-mortar home, likely mid-Island, according to Pellman, somewhere on the South Shore.

There are also innovations afoot: Planned upgrades involve HIPAA-approved email security protocols and a growing interest in electronic newsletters. But for now, Pellman is focused on finding a corporate home, growing his staff and spreading the word about Dr. Leonardo’s highly customizable designs.

“You wind up with a robust website and potentially hundreds of pages of information for your patients to review,” he said. “And it couldn’t be easier.”

Dr. Leonardo Interactive Webservices

What’s It? Website design and hosting for healthcare providers

Brought To You By: Jack and Christian Pellman, the brothers best known for starting (and selling) MedNet Technologies

All In: A “significant investment,” Jack Pellman says, largely measured in MedNet time and resources over a number of years

Status: Doing Da Vinci proud, one healthcare practice at a time