patientNOW
PatientNOW provides cloud-based EMR, practice management, and patient engagement software purpose-built for aesthetic medical practices. Its integrated platform serves 5,000+ med spa, plastic surgery, dermatology, and wellness locations with AI-powered automation.
- Company typePrivate
- Founded2004
- HeadquartersGreenwood Village, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What patientNOW does
PatientNOW (PatientNow, LLC) is a cloud-based SaaS provider of practice management, electronic medical records (EMR), and patient engagement software purpose-built for aesthetic medical practices. Founded in 2004 and headquartered in Greenwood Village, Colorado, the company serves over 5,000 active locations across med spas, plastic surgery practices, dermatology clinics, weight loss programs, IV therapy centers, wellness practices, and surgical aesthetics providers. The platform consolidates EMR charting, scheduling, payment processing, marketing automation, before-and-after photo documentation (via its RxPhoto sub-brand), and AI-powered automation into a single integrated system, replacing the fragmented vendor stacks typical in aesthetic practices.
The company's technology stack centers on its all-in-one PatientNow Platform, which includes HIPAA-compliant EMR with aesthetic-specific clinical templates, the RxPhoto clinical imaging module with photo ghosting for consistent documentation, integrated payment processing through Payrix Solutions, and an Insights Hub for business intelligence. In 2025, PatientNOW acquired Recura AI (October 2025) to add autonomous 24/7 patient engagement capabilities and launched AI Scribe to automate clinical documentation (SOAP notes), reducing documentation time by up to 25%. The platform is backed by integrations with QuickBooks, CareCredit/Synchrony financing, and 120+ lab vendors, with compliance certifications including HIPAA, AICPA SOC, Drummond Certified, and PCI DSS.
PatientNOW generates revenue primarily through subscription-based SaaS pricing across PatientNow Pro, PatientNow Essentials, and Enterprise/Multi-location tiers (quote-based, no-contract, monthly or annual billing), plus transaction fees from integrated payment processing. The company employs a sales-led go-to-market with direct sales, demos, free onboarding, and a Practice Alliance Partner network of consultants, vendors, and industry associations. Privately held and backed by Providence Strategic Growth (PSG Equity) and Blue Star Innovation Partners since 2020, PatientNOW integrated acquired businesses (Crystal Clear Digital Marketing, RxPhoto, Envision) into a unified platform and is led by CEO Keri Gohman, whose prior experience includes Xero, Capital One, Intuit, and Bain Capital Ventures.
patientNOW firmographics
Firmographics- Name
- patientNOW
- Legal name
- PatientNow, LLC
- Website
- https://patientnow.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- PatientNOW provides cloud-based EMR, practice management, and patient engagement software purpose-built for aesthetic medical practices. Its integrated platform serves 5,000+ med spa, plastic surgery, dermatology, and wellness locations with AI-powered automation.
- Ownership category
- akta.pro rank
patientNOW industry classification
Industry- Product category
- Aesthetic Practice Management Software
- akta.pro primary industry
- Patient Intake, Digital Registration & eForms (HLACAEAF)
Keywords
Where patientNOW is headquartered
LocationHeadquarters
- HQ city
- Greenwood Village
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
patientNOW business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription Platform: PatientNOW generates revenue primarily through subscription-based SaaS pricing for its all-in-one aesthetic practice management platform. The platform includes EMR, scheduling, payments, marketing, photo documentation, and AI automation. Pricing is quote-based with no-contract, free onboarding model.
- Payment Processing: Integrated payment services through Payrix Solutions, LLC providing checkout, memberships, deposits, and card-on-file capabilities. Revenue derived from transaction fees on payment processing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | PatientNow Pro |
| Subscription | Monthly | PatientNow Essentials |
| Subscription | Annual | Enterprise/Multi-location |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels9 records
patientNOW product offering
Product offeringCore offering
patientNOW is an all-in-one, cloud-based aesthetic practice management platform that unifies EMR, scheduling, payments, marketing, clinical photo documentation, and AI automation for medical aesthetic and elective-care practices. It serves med spas, plastic surgery, dermatology, weight loss, IV therapy, wellness, surgical, and non-surgical aesthetics providers with HIPAA-compliant documentation, integrated payment processing, online booking, business intelligence, and patient engagement through its Recura AI growth engine.
Product overview
PatientNow is an all-in-one aesthetic practice management software platform combining EMR, scheduling, payments, marketing, photo documentation, and AI automation. The core PatientNow Platform serves as the unified system, with integrated modules including EMR (Electronic Medical Records), Practice Management, Payments, Marketing, Online Booking & Scheduling, and Insights Hub. Supporting products include RxPhoto for clinical photo documentation and Recura AI (acquired October 2025) for autonomous patient engagement. AI Scribe provides AI-generated clinical documentation. The platform targets med spas, plastic surgery, dermatology, weight loss, IV therapy, and wellness practices with over 5,000 active locations worldwide.
Differentiator
Problem solved
Functional benefit
Brands
- RxPhoto: Before-and-after photo documentation platform for clinical photography, supporting consistent image capture, consultation tools, and HIPAA-compliant image storage.
- Recura AI
Products and services
- PatientNOW Platform All-in-one aesthetic practice management platform that unifies EMR, scheduling, payments, marketing, clinical photo documentation, online booking, business intelligence, and AI-driven patient engagement for med spas, plastic surgery, dermatology, weight loss, IV therapy, wellness, surgical, and non-surgical aesthetics practices.
- PatientNOW EMR (Electronic Medical Records) HIPAA-compliant electronic medical records system with aesthetic-specific charting for injectables, devices, treatment plans, and clinical notes, including prescription and lab order management and digital intake forms.
- PatientNOW Practice Management Scheduling, staff management, and daily operations module including front desk view, room management, appointment handling, walk-ins, and waitlists.
- PatientNOW Payments Integrated checkout, memberships, deposits, and revenue management with cards on file, text-to-pay, payment links, next-day funding, and QuickBooks sync, processed through Payrix Solutions.
- PatientNOW Marketing Email and text campaigns, reputation and review automation, memberships and loyalty programs, and lead capture wired straight to the pipeline.
- PatientNOW Online Booking & Scheduling Patient self-service online booking and rescheduling available 24/7, with automated text and email reminders to reduce no-shows.
- PatientNOW Insights Hub Business intelligence and analytics dashboard tracking production, retention, treatment trends, provider performance, marketing ROI, and AI-driven next-best-opportunity recommendations.
- RxPhoto Clinical-grade before-and-after photo documentation system with photo ghosting for consistent imaging angles, HIPAA-compliant storage, and photos connected directly to the patient record timeline.
- Recura AI AI-powered growth engine that functions as an autonomous sales team, receptionist, and booking coordinator, providing 24/7 response to calls, messages, and form submissions to convert inquiries into booked appointments.
Quantifiable outcome
- 47% average reduction in admin time across PatientNOW EMR customers
- +3 more outcomes
Companies that use patientNOW
Customer profileNamed customers12 records
Segments8 records
Ideal customer profiles2 records
patientNOW technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability7 records
Feature5 records
patientNOW partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core, supporting and minor.
- Recura AIcoreAcquired by PatientNOW in October 2025. AI-powered growth engine providing 24/7 response capabilities for converting inquiries into appointments. Continues operating as standalone business while integrating with PatientNOW platform.
- Synchrony / CareCreditcoreDeepened alliance with Synchrony that integrated CareCredit financing through practices nationwide, helping patients access financing and providers get paid faster.
- Payrix Solutions, LLCcoreThird-party payment processor for PatientNOW Payment Services, enabling payment processing, card transactions, and merchant services.
- QuickBookssupportingFinancial workflow integration with QuickBooks to reduce duplicate entry for accounting and financial management.
- RxPhotocoreBuilt by PatientNOW for before-and-after photo documentation, connected to PatientNOW workflows. Operates as a separate product within the PatientNOW ecosystem.
- Aesthetic Practice PartnerssupportingPractice Alliance Partner providing customized end-to-end business solutions for aesthetic industry clients, co-creating strategies and support services.
- DermAesthetic ConsultingsupportingPractice Alliance Partner with 40+ years combined aesthetics experience helping clinics achieve success through training and consulting.
- Skytale GroupsupportingPractice Alliance Partner providing strategic, financial, and M&A advisory services for healthcare and aesthetic practices.
- Diamond AcceleratorsupportingPractice Alliance Partner providing medical aesthetic consulting and digital marketing services including hiring, training, and revenue optimization.
- Hunter ConsultingsupportingPractice Alliance Partner with 8+ years specializing in medical aesthetic consulting, partnering with 75+ clinics across Canada and US.
- Vanity Empire ConsultingsupportingPractice Alliance Partner founded in 2013 supporting clients in building successful cosmetic practices with 25+ years industry experience.
- Results Continuum Inc.supportingPractice Alliance Partner providing consulting, training and HR services for medical aesthetic industry with 23 years serving 400+ clinics.
- SinclairminorPractice Alliance Partner - Energy-based devices and lasers provider for aesthetic practices.
- Cartessa AestheticsminorPractice Alliance Partner - Device and treatment options provider for aesthetic practices.
- Florida Healthcare Law FirmminorPractice Alliance Partner - Healthcare law firm serving aesthetic practices.
- ByrdAdattominorPractice Alliance Partner - Healthcare law firm serving aesthetic practices.
- MatchItMD RecruitingminorPractice Alliance Partner - Talent recruitment for medical aesthetic sector.
- Social PracticeminorPractice Alliance Partner - Social media marketing agency for aesthetic practices.
- AmSpaminorPractice Alliance Partner - Industry association for medical spas.
- AIVAminorPractice Alliance Partner - Industry association for aesthetic practices.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
patientNOW competitors and assessment
Company assessmentDirect peers
- Mindbody: Mindbody is a broader wellness and beauty business management platform serving spas, med spas, salons, and fitness studios with scheduling, payments, and marketing. Larger incumbent with overlapping aesthetic capabilities.
- Mangomint: Mangomint provides modern salon and spa business management software with online booking, client management, and payment processing. Comparable to PatientNOW's aesthetic practice management focus with strong UX-centric positioning.
- Phorest: Phorest is a salon and spa management software platform with client management, marketing, and online booking. Overlaps with PatientNOW in the beauty and wellness segments with similar subscription SaaS model.
- Zenoti: Zenoti is a leading cloud-based SaaS platform for med spas, salons, and aesthetic practices, offering scheduling, EMR, marketing, payments, and CRM. Direct competitor to PatientNOW in the aesthetic practice management category with similar all-in-one positioning.
- Boulevard: Boulevard provides business management software for med spas and self-care businesses, covering booking, payments, client management, and reporting. Comparable to PatientNOW's med spa focus with similar horizontal SaaS model.
- Aesthetics Pro: Aesthetics Pro is a practice management platform specifically for medical spas and aesthetic practices, offering EMR, scheduling, and marketing. Directly comparable to PatientNOW in the niche aesthetic vertical.
- Vagaro: Vagaro offers salon, spa, and fitness business management software with booking, payments, and marketing tools. Competes with PatientNOW in the med spa and wellness segment with strong SMB market presence.
Broad incumbents
- Tebra (Kareo): Tebra (formed via Kareo + PatientPop merger) provides practice management, EHR, and patient experience software for medical practices. Broader incumbent with comparable SaaS bundle, serving as a horizontal competitor to PatientNOW.
- DrChrono (EverHealth): DrChrono is a broader EHR and practice management platform serving medical practices of various specialties with scheduling, billing, and clinical documentation. A horizontal incumbent whose scope overlaps PatientNOW's EMR but lacks aesthetic-specific workflows.
Emerging players
- Symplast: Symplast is a mobile EHR and practice management platform tailored for plastic surgery and medical spas. Directly competes with PatientNOW in the plastic surgery and aesthetic segment with a mobile-first approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
patientNOW social profiles
Digital presencepatientNOW compliance and trust
Trust signalCompliance4 records
patientNOW financial estimates
Financial estimateRevenue estimate
Valuation estimate
patientNOW leadership team
Management profileNumber of profiles
Profiles5 records
patientNOW subsidiaries and ownership
Company hierarchySubsidiaries2 records
patientNOW funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
patientNOW M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about patientNOW
What does patientNOW do?
patientNOW is an all-in-one, cloud-based aesthetic practice management platform that unifies EMR, scheduling, payments, marketing, clinical photo documentation, and AI automation for medical aesthetic and elective-care practices. It serves med spas, plastic surgery, dermatology, weight loss, IV therapy, wellness, surgical, and non-surgical aesthetics providers with HIPAA-compliant documentation, integrated payment processing, online booking, business intelligence, and patient engagement through its Recura AI growth engine.
Is patientNOW a public or private company?
patientNOW is a private company. It is classified as private equity controlled and is currently operating.
When was patientNOW founded?
patientNOW was founded in 2004. It employs 101 to 250 people.
Where is patientNOW based?
patientNOW is headquartered in Greenwood Village, United States, in the North America region.
How does patientNOW make money?
Two revenue lines are on record. SaaS Subscription Platform is the primary driver. The others are payment Processing.
Who are patientNOW's main competitors?
Direct peers on record are Mindbody, Mangomint, Phorest, Zenoti, Boulevard, Aesthetics Pro and Vagaro. Broad incumbents are Tebra (Kareo) and DrChrono (EverHealth). Symplast is listed as an emerging player.
Does patientNOW have an API?
No public API is recorded for patientNOW.
What industry is patientNOW in?
patientNOW's product category is Aesthetic Practice Management Software. Its primary akta.pro industry code is HLACAEAF, Patient Intake, Digital Registration & eForms.