I had been consulting with LeadMarket (my agency) and it was (and is) a fun place to do interesting projects. We’ve consulted with companies involved with in-building wireless systems, government agencies, medical organizations, and even other marketing agencies.

But I missed the days of having my own software product and so decided to launch DoctorBase.com. Also because I was getting slightly bored and let’s face it – there is not a lot of transparency into the quality and cost of healthcare for most consumers. I wanted a place where we could find out:

- Which doctors and dentists take their insurance as a “preferred” provider for lowest potential out of pocket. Who will offer steep cash discounts for the uninsured.

- What a fair price for medical procedures are.

- Who has verified reviews from real patients and invests in modern technology, training & equipment.

We’ve spent the last 10 months working feverishly on our software. As my friend Mike Sullivan recently said to me, “The good news John is that you’re back in the software business. The bad news is that you’re back in the software business.”

We had a graffiti artist in LA create our mascot