Potomac Pediatrics

What Potomac Pediatrics does

Potomac Pediatrics is a privately held pediatric medical practice founded in 2001 and headquartered at 15204 Omega Drive in Rockville, Maryland, serving children from birth through age 18 and their families across Montgomery County. The practice operates as a fully integrated medical home, combining 13 board-certified primary care physicians and a pediatric nurse practitioner with an in-house Mental Health team (a board-certified child and adolescent psychiatrist, multiple LCSW-C and LCPAT therapists), a pediatric endocrinologist, an IBCLC lactation consultant, and a dedicated Certified Health Coach. Its core technology stack is a shared Electronic Medical Record that ties together the main practice, the co-located POP NOW pediatric urgent care (extended hours 7am–7pm, same-day sick visits), and affiliate entities under the same leadership, enabling seamless information transfer across primary care, urgent care, mental health, and specialty touchpoints. Patient-facing technology includes healow online self-scheduling, a CHADIS pre-visit questionnaire platform, an eClinicalWeb patient portal, USA ePay online bill pay, and Adobe Sign for registration packets.

The business model is predominantly fee-for-service insurance billing (Aetna, CareFirst, Cigna, United Healthcare and others) supplemented by a recurring Annual Non-Covered Services Fee ($120–$295 per family) that bundles administrative services such as school forms, prior authorizations, prescription refills, after-hours calls, and medical records. Ancillary revenue streams include lactation consulting ($150 initial / $75 follow-up), a tiered ear-piercing service ($100–$175), a Travel Vaccine Clinic ($125–$175 consult plus vaccine fees), and a separately billed mental-health NCSF ($275 per child). Go-to-market is entirely direct-to-consumer, with patient acquisition driven by community seminars (prenatal classes, Girlology/Guyology puberty education, CPR/Infant 911, Peanut Butter Parties, Provider Lunchtime Talks), social media (Instagram, Facebook), organic search, and physician referrals rather than paid advertising. Distribution is centralized at a single Rockville physical site, although several specialty lines (endocrinology, lactation) are explicitly marketed to community patients outside the practice's own primary care panel, effectively functioning as referral channels into the ecosystem.

The practice has executed a controlled diversification strategy over roughly the last two years, adding integrated Mental Health services, launching POP NOW urgent care, opening an Acne Clinic, Healthy Habits Clinic, and POP Fitness program, building affiliate entities (Skin & Style medspa, Safe Travels travel clinic, Apparent billing/management), and most recently launching Pediatric Endocrinology in October 2025 staffed by a senior endocrinologist recruited from the NIH. The practice is founder/physician-owned, has not raised institutional capital, and does not disclose financial information publicly.

Name

Potomac Pediatrics

Legal name

Potomac Pediatrics

Website

https://potomacpediatrics.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Potomac Pediatrics is a Rockville, Maryland-based private pediatric practice founded in 2001 that operates an integrated medical home combining primary care, mental health, urgent care, and specialty services for children from birth through age 18. The practice serves families across Montgomery County via a shared EMR, community seminars, and affiliated urgent care, medspa, and travel clinic entities.

Ownership category

akta.pro rank

Product category

Pediatric Healthcare Services

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Health Services (8000)

akta.pro primary industry

Pediatrics & Adolescent Medicine Practices (HLAFAJAF)

akta.pro secondary industries

Pediatric Urgent Care & After-Hours Clinics (HLAFAJAI), Pediatric Specialty Care Centers (e.g., cardiology, oncology, neurology) (HLAFAJAH), Pediatric Vaccines (HLAIAEAA)

Keywords

• Pediatric primary care
• Pediatric urgent care
• Pediatric mental health
• Lactation consulting
• Pediatric endocrinology

Headquarters

HQ city

Rockville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance-Based Medical Services: The practice participates with major insurance plans including Aetna, CareFirst, Cigna, United Healthcare, and others. Services are billed to insurance with patients responsible for co-pays, deductibles, and coinsurance at time of service.
2. Annual Non-Covered Services Fee (NCSF): Annual bundled fee covering administrative services not typically covered by insurance: health/school forms, patient letters, prior authorizations, prescription refills, after-hours calls, medical records, and immunization records. Individual $120, 2 children $240, Family (3+) $295. Alternative a-la-carte pricing available.
3. Ear Piercing Services: Cosmetic procedure service with three package tiers: Basic ($100), Deluxe ($150), Birthstone ($175). Includes numbing cream, piercing, and earring studs.
4. Lactation Consulting Services: Professional lactation consulting including initial comprehensive consultation ($150, 60 min) and follow-up consultations ($75, 30 min). For patients without insurance coverage for lactation services.
5. Travel Clinic Services: Consultation and vaccination services for international travel. Visit fees $125-175 plus vaccine costs (Hepatitis A $55, Typhoid $200, Yellow Fever $275, Japanese Encephalitis $400/dose).
6. Mental Health Services: Psychiatry and therapy services for established patients. Credentialed with CareFirst, Aetna, Cigna, and United Healthcare. Subject to specialist co-pays and deductibles. Additional mental health NCSF: Psychiatry Package $275 per child.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Potomac Pediatrics is a pediatric medical practice delivering comprehensive primary, preventive, urgent, specialty, and behavioral health care for infants, children, and adolescents. Services span well-child visits, sick visits, immunizations, mental health counseling and psychiatry, pediatric endocrinology, lactation support, urgent care (POP NOW), and ancillary offerings such as acne treatment, travel vaccines, ear piercing, prenatal classes, and CPR/safety seminars.

Product overview

Potomac Pediatrics is a family-centered pediatric medical home founded in 2001, offering integrated primary care, mental health, and specialty services for children from birth through young adulthood. The practice operates as a unified platform combining core primary care services (well child care, vaccines, sick visits) with integrated mental health (psychiatry and therapy), specialty services (pediatric endocrinology, autism diagnosis, acne clinic, lactation), and educational programs (Girlology, Guyology, CPR training, prenatal classes). The practice extends its reach through POP NOW urgent care, offering same-day sick visits with extended hours. All services are coordinated within one medical home with shared electronic health records.

Differentiator

Problem solved

Functional benefit

Products and services

• Pediatric Primary Care (Well Child & Sick Visits) Routine well-child examinations, acute sick visits, and childhood immunizations delivered by the practice's pediatricians for infants, children, and adolescents.
• POP NOW Urgent Care Same-day urgent care service providing acute evaluation and treatment for established patients outside of regular appointment slots.
• Pediatric Mental Health Services Integrated mental health offering including therapy and psychiatric evaluation/management for children and adolescents within the practice.
• Pediatric Endocrinology Specialty evaluation and ongoing management of endocrine conditions in children, including diabetes, growth, puberty, and thyroid concerns.
• Lactation Consulting Services Breastfeeding and lactation support consultations for new mothers and infants, addressing latch, milk supply, and feeding challenges.
• Acne Clinic Dedicated evaluation and treatment service for adolescent acne, including topical and medical management options.
• Autism Screening & Diagnosis Developmental screening and diagnostic evaluation for autism spectrum disorder in pediatric patients.
• Travel Vaccine Clinic Pre-travel consultation and administration of travel-related vaccines for children and their families.
• Ear Piercing In-office ear piercing performed in a sterile, medical environment for infants and children.
• Prenatal Consultations Prenatal consultations for expectant parents to meet pediatricians and choose the practice before the child's birth.
• Parent Education Classes & Seminars Group classes and seminars covering topics such as puberty education (Girlology/Guyology), CPR and safety, and related parenting topics.
• Healthy Habits Clinic Counseling and management service focused on nutrition, weight management, and healthy lifestyle habits for children and adolescents.

Quantifiable outcome

• Founded in 2001, demonstrating long-term practice stability and patient trust
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• POP NOWcoreStrategic or Co-development Partner · 1 January 2024POP NOW is a pediatric urgent care clinic under the same leadership ecosystem as Potomac Pediatrics. Located at the same address, it shares the EMR system enabling seamless information transfer. POP NOW extends hours (7am-7pm) and provides same-day sick visits, minor procedures (sutures, splinting), and urgent care services for both Potomac Pediatrics patients and community patients.
• Skin & StyleminorStrategic or Co-development Partner · 1 January 2024Medspa boutique specializing in ear piercing (starting at 2 months of age), facials, acne care, and laser treatments for adolescents and adults. Part of the Potomac Pediatrics ecosystem under the same leadership team.
• Safe TravelsminorStrategic or Co-development Partner · 1 January 2024Travel clinic providing tailored consultations and vaccines/medications for international travel. Part of the Potomac Pediatrics ecosystem under the same leadership team.
• Apparent (Billing & Management)coreImplementation/ SI/ Consulting Partner · 1 January 2024Billing and management company that handles claims processing for Potomac Pediatrics, POP NOW, Skin & Style, and Safe Travels. Same billing specialists in the same office space using established billing practices. Contact via main number (301-279-6750) option 8 or [email protected].
• GirlologyminorStrategic or Co-development PartnerGirlology is a puberty education program founded by pediatricians that Potomac Pediatrics has partnered with to offer seminars for girls ages 8-11 and their parents. Dr. Neha Suri and Dr. Emily Barrios serve as Girlologists. Part 2 covers Sexual Reproduction for co-ed groups ages 10-13.
• American Red CrossminorImplementation/ SI/ Consulting PartnerAllison Kunk is an instructor with the American Red Cross providing Adult and Pediatric First Aid/CPR/AED certification courses at Potomac Pediatrics for parents and guardians of patients.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Pediatric Associates: Pediatric Associates is one of the largest independent pediatric groups in the U.S., operating dozens of offices across multiple states with comprehensive primary care, mental health integration, and extended hours. Comparable to Potomac Pediatrics as a multi-physician pediatric practice delivering full medical home services, but at materially larger scale.
• Children's National Hospital (Pediatric Primary Care): Children's National operates pediatric primary care satellites in the greater Washington, D.C. metro area, including Montgomery County where Potomac Pediatrics operates. Comparable as an institutional pediatric primary care competitor with greater scale and brand recognition.

Direct peers

• PM Pediatrics: PM Pediatrics is a national pediatric urgent care chain offering extended-hours, walk-in sick visits staffed by pediatric emergency-trained providers, closely analogous to Potomac Pediatrics' POP NOW service. Direct overlap on the urgent care segment of the integrated pediatric model.
• After Hours Pediatrics: After Hours Pediatrics operates pediatric urgent care clinics with extended evening and weekend hours, closely matching the POP NOW model. Useful comparable for the urgent care extension of an integrated pediatric service offering.

Emerging players

• BraveCare: BraveCare is a venture-backed digital-first pediatric primary care platform combining in-home and virtual visits with integrated behavioral health. Comparable to Potomac Pediatrics in targeting integrated primary + mental health for children, but delivered via a tech-enabled, lower-overhead model.
• Hazel Health: Hazel Health provides pediatric mental health and primary care services in schools and via telehealth, with a focus on integrated behavioral health for children. Comparable to the mental health integration within Potomac Pediatrics' medical home, though Hazel is virtual-first and institutionally partnered.
• Summer Health: Summer Health is a pediatric telehealth platform providing on-demand text-based pediatric primary care and lactation support. Comparable to Potomac Pediatrics in offering pediatric primary care plus lactation consulting, but delivered virtually rather than at a brick-and-mortar medical home.
• Blueberry Pediatrics: Blueberry Pediatrics is a membership-based pediatric primary care service combining telehealth with in-home visits. Comparable to Potomac Pediatrics in offering pediatric primary care with a relationship-driven, concierge-style model and integrated services beyond standard visits.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/potomackids
• Facebookfacebook.com/potomacpediatrics
• Instagraminstagram.com/potomacpeds
• LinkedInlinkedin.com/company/potomac-pediatrics

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

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 Potomac Pediatrics