OrthoNOW
OrthoNOW is a South Florida orthopedic urgent care network founded in 2011 by Dr. Alejandro Badia, operating walk-in clinics in Doral, Biscayne, and Coconut Grove that serve 10,000+ patients annually with same-day diagnosis and treatment for musculoskeletal injuries.
- Company typePrivate
- Founded2011
- HeadquartersDoral, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What OrthoNOW does
OrthoNOW is a private orthopedic urgent care network founded in 2011 by orthopedic surgeon Dr. Alejandro Badia and headquartered in Doral, Florida. The company operates walk-in clinics specializing in musculoskeletal injury and pain diagnosis and treatment without requiring appointments or referrals, serving more than 10,000 patients annually across three South Florida locations in Doral, Biscayne, and Coconut Grove. Its core clinical offering includes fracture and sprain treatment, casting and splinting, arthritis management, pediatric orthopedic care, orthobiologics (PRP therapy), sports medicine physicals, and workers' compensation services, supported by on-site X-ray imaging at every clinic and same-day or next-day MRI access. The company also operates telemedicine/virtual consultations for follow-ups and out-of-hours advice.
The business model is primarily a direct-to-consumer pay-per-visit clinical services model, accepting most major insurance plans (Aetna, Humana, Cigna, UnitedHealthcare, AvMed, Molina, Simply Healthcare, Coventry, ACPN) plus Medicare, Medicaid, and self-pay, with published self-pay rates ranging from $75 for a sports physical to $450 for an MRI. Revenue streams include clinical visit fees, on-site imaging, workers' compensation billings, and a complementary consumer product line under the OrthoNaturals sub-brand (CBD lotions, freeze roll-ons, and tinctures priced $58–$80) sold through the company's own e-commerce storefront. Payment processing is handled through ModMed Pay under PCI Security Council compliance, and the organization maintains HIPAA-compliant PHI handling and WCAG 2.2 AA website accessibility conformance.
In September 2025, OrthoNOW brought on Redwood Growth Partners as an investment and advisory partner — the first disclosed institutional capital event in its history — with the stated intent of expanding to more than ten clinics across Miami, Fort Lauderdale, and broader Florida. The current footprint of three clinics, a headcount of 11–50 employees, and an LLC structure (OrthoNOW Doral, LLC) place OrthoNOW in the early scaling phase of a specialty urgent care platform, with the founder retaining operational leadership.
OrthoNOW firmographics
Firmographics- Name
- OrthoNOW
- Legal name
- OrthoNOW Doral, LLC
- Website
- https://orthonowcare.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- OrthoNOW is a South Florida orthopedic urgent care network founded in 2011 by Dr. Alejandro Badia, operating walk-in clinics in Doral, Biscayne, and Coconut Grove that serve 10,000+ patients annually with same-day diagnosis and treatment for musculoskeletal injuries.
- Ownership category
- akta.pro rank
OrthoNOW industry classification
Industry- Product category
- Orthopedic Urgent Care
- NAICS
- Offices of Physicians (6211), Ambulatory Health Care Services (621)
- SIC
- Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Specialty Outpatient Facilities, Nec (8093)
- akta.pro primary industry
- General Orthopedics (HLAKALAA)
- akta.pro secondary industries
- Orthopedics & Sports Medicine Telemedicine Platforms (HLALAGAO), Orthotics & Bracing (Spinal/Lower/Upper Extremity Orthoses) (HLAHAEAI)
Keywords
Where OrthoNOW is headquartered
LocationHeadquarters
- HQ city
- Doral
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
OrthoNOW business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Clinical Services Revenue: Revenue from orthopedic urgent care visits including initial consultations, follow-ups, and treatment services. Accepts most insurance plans including Medicare and Medicaid, with self-pay options for uninsured patients.
- Imaging Services: Revenue from on-site X-ray and MRI imaging services offered at clinic locations
- OrthoNaturals CBD Products: Sale of OrthoNaturals branded CBD topical products including lotions, roll-ons, and tinctures for pain relief
- Workers Compensation: Treatment services billed through workers compensation insurance for workplace injuries
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Initial Visit - $385.00 |
| Unit Pricing | Pay-as-you-go | Student Visit - $225.00 |
| Unit Pricing | Pay-as-you-go | Follow-up Visit - $235.00 |
| Unit Pricing | Pay-as-you-go | MRI - $450.00 |
| Unit Pricing | Pay-as-you-go | Sports Physical - $75.00 |
| Unit Pricing | Pay-as-you-go | PRP Therapy - Competitive pricing (call for details) |
| Unit Pricing | Pay-as-you-go | OrthoNaturals CBD 1000mg Lotion - $80.24 |
| Unit Pricing | Pay-as-you-go | OrthoNaturals CBD 750mg Freeze Roll-On - $74.89 |
| Unit Pricing | Pay-as-you-go | OrthoNaturals 500mg Tincture with terpenes - $58.83 |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
OrthoNOW product offering
Product offeringCore offering
OrthoNOW operates a network of walk-in orthopedic urgent care clinics providing immediate diagnosis and treatment for musculoskeletal injuries and chronic orthopedic conditions—including fractures, sprains, arthritis, joint pain, sports injuries, and workplace injuries—without referrals or appointments. Each location offers on-site X-ray imaging and MRI access for same-day diagnosis, with services spanning casting and splinting, orthobiologics (PRP therapy), telemedicine follow-ups, workers compensation care, and sports medicine physicals. The company also sells the OrthoNaturals proprietary line of CBD-based topical and oral pain relief products through its online shop.
Product overview
OrthoNOW is a network of orthopedic urgent care clinics operating as a unified healthcare service with three South Florida locations (Doral, Biscayne, and Coconut Grove). The core offering is walk-in orthopedic care providing immediate diagnosis and treatment for musculoskeletal conditions without referrals. Supporting this core service, OrthoNOW operates OrthoNaturals, a proprietary sub-brand of CBD-based topical and oral pain relief products (1000mg Lotion, 750mg Freeze Roll-On, and 500mg Tincture). Each clinic is equipped with on-site X-ray imaging and MRI access. Additional services include Orthobiologics (PRP therapy), telemedicine consultations, casting and splinting, sports medicine physicals, pediatric care, and workers compensation services.
Differentiator
Problem solved
Functional benefit
Brands
- OrthoNaturals: CBD-based pain relief products including lotions, freeze roll-ons, and tinctures designed by orthopedic professionals with organic ingredients.
Products and services
- OrthoNOW Urgent Orthopedic Care (Walk-In Clinics) Walk-in orthopedic urgent care providing immediate diagnosis and treatment for musculoskeletal injuries and chronic conditions including fractures, sprains, arthritis, joint pain, and sports injuries, with on-site X-ray imaging and MRI access and no referral required. Targets South Florida residents across the Doral, Biscayne, and Coconut Grove clinic locations.
- X-ray and MRI Digital Imaging On-site X-ray and MRI diagnostic imaging services available at all OrthoNOW clinic locations for immediate diagnosis of orthopedic conditions, with MRI self-pay price of $450.00.
- Orthobiologics (PRP Therapy) Platelet-Rich Plasma (PRP) therapy using the body's own healing cells to reduce pain and accelerate recovery for arthritis, tendinitis, ligament injuries, and joint pain; pricing available via phone inquiry.
- Telemedicine / Telehealth Orthopedic Consultations Virtual orthopedic consultations allowing patients to receive expert orthopedic advice, follow-up care, and test result reviews from home via video or phone.
- Workers Compensation Orthopedic Services Specialized orthopedic care for workplace injuries, accepting most workers compensation insurance plans including Align, Corvel, Coventry, Gallagher Bassett, Medrisk, and others.
- Sports Medicine Physicals Sports medicine physical examinations for athletes and active individuals, with self-pay price of $75.00.
- OrthoNaturals CBD 1000mg Lotion High-potency, fast-absorbing CBD topical lotion with menthol for targeted muscle and joint relief; organic, THC-free, and lab-tested for purity; price $80.24.
- OrthoNaturals CBD 750mg Freeze Roll-On Best-selling roll-on CBD product with 750mg organic CBD and arnica for quick, mess-free relief of joint pain, muscle stiffness, and post-workout recovery; non-THC, organic, non-GMO; price $74.89.
- OrthoNaturals 500mg Tincture with Terpenes Full-body CBD tincture designed for rapid absorption with natural terpenes for inflammation reduction and pain relief; fast-acting within 30 minutes; contains small amount of THC; price $58.83.
Quantifiable outcome
- Treats 10,000+ patients annually across three locations
- +3 more outcomes
Companies that use OrthoNOW
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
OrthoNOW technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
OrthoNOW partnerships and signals
Strategic signalScale indicators9 records
Recent moves7 records
Expansion highlights5 records
OrthoNOW competitors and assessment
Company assessmentDirect peers
- MD Now Urgent Care: Large Florida-based urgent care chain offering walk-in musculoskeletal and orthopedic visits. Closest direct competitor in the same South Florida geography with overlapping walk-in general orthopedic and injury care.
- American Family Care (AFC): National walk-in urgent care franchise treating sprains, fractures, sports injuries and workers' comp cases. Comparable walk-in, no-appointment model for orthopedic injuries with self-pay pricing.
- Concentra: Occupational health and urgent care network specializing in workplace injury and workers' compensation cases. Directly overlaps OrthoNOW's workers' compensation service line and employer injury use case.
- GoHealth Urgent Care: Large multi-state urgent care operator with orthopedic and injury walk-in services. Comparable technology-enabled, retail-located urgent care model targeting similar acute musculoskeletal patient needs.
- CityMD: Walk-in urgent care brand (owned by VillageMD/Optum) with strong regional density treating fractures, sprains, and sports injuries on a no-appointment basis. Direct analog of OrthoNOW's walk-in orthopedic urgent care model.
Broad incumbents
- HCA Florida Healthcare: Large hospital and outpatient system across Florida including orthopedic service lines and emergency departments. Competes for orthopedic referrals and imaging volume but with a much broader, non-urgent-care focus.
- Baptist Health South Florida: Major non-profit hospital system operating in Miami-Dade with orthopedic specialty practices and urgent care facilities. Anchors the same South Florida referral market OrthoNOW operates in.
- Memorial Healthcare System: South Florida hospital system with orthopedic service lines, employed physician practices and urgent care. Represents a system-level incumbent competing for musculoskeletal patient visits.
- University of Miami Health System Orthopedics: Academic orthopedic specialty group in South Florida offering sports medicine, hand surgery, and joint care. Comparable specialty clinical expertise, though inpatient/ambulatory rather than walk-in urgent care.
Regional players
- OrthoBethesda / OrthoVirginia: Mid-Atlantic orthopedic specialty groups with urgent care/orthopedic injury walk-in components. Comparable specialty orthopedic clinic model but operating outside Florida, illustrating the regional expansion playbook OrthoNOW could pursue.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
OrthoNOW social profiles
Digital presenceOrthoNOW compliance and trust
Trust signalCompliance3 records
OrthoNOW financial estimates
Financial estimateRevenue estimate
Valuation estimate
OrthoNOW leadership team
Management profileNumber of profiles
Profiles1 record
OrthoNOW funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OrthoNOW M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about OrthoNOW
What does OrthoNOW do?
OrthoNOW operates a network of walk-in orthopedic urgent care clinics providing immediate diagnosis and treatment for musculoskeletal injuries and chronic orthopedic conditions—including fractures, sprains, arthritis, joint pain, sports injuries, and workplace injuries—without referrals or appointments. Each location offers on-site X-ray imaging and MRI access for same-day diagnosis, with services spanning casting and splinting, orthobiologics (PRP therapy), telemedicine follow-ups, workers compensation care, and sports medicine physicals. The company also sells the OrthoNaturals proprietary line of CBD-based topical and oral pain relief products through its online shop.
Is OrthoNOW a public or private company?
OrthoNOW is a private company. It is classified as venture growth investor backed and is currently operating.
When was OrthoNOW founded?
OrthoNOW was founded in 2011. It employs 11 to 50 people.
Where is OrthoNOW based?
OrthoNOW is headquartered in Doral, United States, in the North America region.
How does OrthoNOW make money?
Four revenue lines are on record. Clinical Services Revenue is the primary driver. The others are imaging Services, orthoNaturals CBD Products and workers Compensation.
Who are OrthoNOW's main competitors?
Direct peers on record are MD Now Urgent Care, American Family Care (AFC), Concentra, GoHealth Urgent Care and CityMD. Broad incumbents are HCA Florida Healthcare, Baptist Health South Florida, Memorial Healthcare System and University of Miami Health System Orthopedics. OrthoBethesda / OrthoVirginia is listed as a regional player.
Does OrthoNOW have an API?
No public API is recorded for OrthoNOW.
What industry is OrthoNOW in?
OrthoNOW's product category is Orthopedic Urgent Care. Its primary akta.pro industry code is HLAKALAA, General Orthopedics, with a secondary code of HLALAGAO, Orthopedics & Sports Medicine Telemedicine Platforms. Its NAICS code is 6211 and its SIC code is 8011.