The industry's first crossover celebrity. A pediatrician with an MPH from Johns Hopkins, Dr. Parkinson promoted his nascent primary care practice on his blog in September 2007, largely as convenience to himself. Responses, first driven by artists in Brooklyn who followed "Jay" for his digital photography, were sweeping. Soon, Canadian entrepreneur, Nat Findlay, was reading about Parkinson in magazines like WIRED. With backing from Findlay and the Canadian government, Parkinson is now Medical Director of Hello Health, and the industry's Pied Piper for online primary care. Hello Health has one retail practice in NYC, but its big bet is the enterprise play: a subscriber-based platform that doctors nationwide can use to run their patient-facing and back-office functions; Hello Health gets seven percent of revenues.