We have spent a long time looking for problems that are not solved yet online and there aren't too many: At TodayDoc you will be able to say when and where you want to see a doctor - and we will come up with exactly that appointment. No more being put on hold, no more browsing through yelp forever.
We will not (never) have a bidding system where the doctor who pays more, gets more patients. We don't want that. We want to be a service that patients can trust. We work on a cooperation that would give users the possibility to choose the best doctor for their condition. The business model is to sell patient leads to doctors. Those doctors should perceive us as a partner, who has a deep understanding of their problems and processes.
In order to be perceived as a partner of trust, we want to offer some content (some on the start page, which is part of the contest, some in a section called "education", which is not part of the contest). Also, this should help us to be better SEO’d.
We strongly believe in the power of photos. We think that working with the right photos (I'd recommend trustworthy looking people, faces in close-up) will be very important to create trust among patients and doctors.