A virtual primary care practice started growing in Brooklyn last fall.

Jay Parkinson, a freshly minted internist, decided he had a better idea for caring for the under-40 crowd in neighborhoods not far from Health Blog HQ. He combined a pre-paid model (no insurance hassles, please) with housecalls and oodles of online support, which he told us about in an interview with us last September.

He’s still seeing patients the newfangled way. But he’s changed course a bit, joining Myca, a technology company in Canada, to produce what he calls a Facebook-like software platform for doctors to manage their practices. He’s also looking to take his care concept and the new technology to doctors nationally through a franchise branded as Hello Health. (You can watching the video for an overview.)

Parkinson has become something of an evangelist for bringing the power and coolness of the Internet to internal medicine. Today, he’s speaking on “The Healthcare Consumer Fallacy” to IT and health gurus at a meeting put on by the Healthcare Information and Management Systems Society.

We caught up with Parkinson by IM recently. Here’s the conversation, edited just a bit for length and clarity.

WSJ Health Blog: Jay, last we talked with you, you were just starting off on an experiment in delivering primary care. Can you tell us how it’s been going?
jayparkinsonmd: It’s been going better than I ever expected. Without having any sort of referral system in place except “hanging my shingle” as a website, I amassed about 300 patients in 3 months. Everything was going very well except one thing — all of the free pieces of technology I was using weren?t communicating and it was starting to become very frustrating and inefficient. I knew I needed a unified, seamless platform to make this scale.

WSJ Health Blog: So what changes are you making?
jayparkinsonmd: In mid-December, a video news story was on the front page of Yahoo for most of one day. I got about 200 emails an hour from people all over the nation either thanking me, providing encouragement, or asking if I could be their doctor. One of them was a gentleman from Quebec City — Nat Findlay. He basically just said, “We need to talk.”

He flew down the next day and we met for about three hours. Nat was in the process of retiring from Cardinal Health after selling a company he started to Cardinal about 5 years prior. He was looking to start a new company — one that focused on connecting doctors and patients.

During our first meeting, I told him of my vision to create a Facebook-like platform that connects doctors with their patients that also had some sort of EMR functionality to it to keep records. It’s evolved tremendously since then, and I’ve taken a position as Chief Medical Officer/Imagineer with Myca to build this technology and create and roll out Hello Health.