Almost 10 years ago, Naomi Friedman, a native and lifelong resident of New York, set out to change the health care landscape in the city that she loved.

She’d treated thousands of patients during her years in private practice and her time at the New York Hospital. It was a constant struggle between giving patients the time they deserved and managing the volume of patients.

Grounded in the belief that personalized medical care in familiar surroundings provides greater comfort for patients and contributes greatly to their positive response to medical treatment, Naomi wondered if a resurgence of the old house call model was the answer.

She knew patients – not business models – needed to take precedence. She knew the care had to be top quality, convenient and affordable, and with these priorities in mind, Naomi founded Sickday Medical House Calls. She pounded the New York City streets, reaching out to local pharmacies and others who could spread the word. 

The business took off. Dubbed by the New York Times as the city’s “angel of mercy,” Naomi has been delivering quality, affordable care to New York residents and visitors ever since.

Sickday is a boutique company and its founder and partners aren’t out to change that – it’s what differentiates them in the market. They don’t want to be another health care conglomerate. And true to their mission of helping the community, Sickday recently launched its first effort to help the uninsured. The Sickday Safety Net offers New York's creative community a deeply discounted rate of $75 per house call for those who are uninsured.

It's Sickday's way of giving back to the city that has been so good to them.