OrthoNOW

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.

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

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

• Orthopedic urgent care
• Walk-in clinic
• Musculoskeletal treatment
• MRI imaging services
• Workers compensation care

Headquarters

HQ city

Doral

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. 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.
2. Imaging Services: Revenue from on-site X-ray and MRI imaging services offered at clinic locations
3. OrthoNaturals CBD Products: Sale of OrthoNaturals branded CBD topical products including lotions, roll-ons, and tinctures for pain relief
4. Workers Compensation: Treatment services billed through workers compensation insurance for workplace injuries

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct 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

• Xtwitter.com/OrthoNOW
• YouTubeyoutube.com/channel/UCCEUbYFVeK22GrNjVFdgY0w
• Facebookfacebook.com/OrthoNow
• LinkedInlinkedin.com/company/orthonow-llc
• Instagraminstagram.com/orthonow

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OrthoNOW