The Doctor Is In...Your DMs

Your pediatrician has a waitlist, a group chat, and a brand voice.

Before we get into it…
I want to take a moment to talk about what’s happening in LA.

Over the past week, immigrant communities—many of them the caregivers, housekeepers, and nannies who keep LA’s family infrastructure running—have been living in fear. ICE raids. Police sweeps. A spike in detainments. If you're a parent in LA, this isn't some distant policy debate. It’s in your neighborhood. At your preschool. In your playdate group chat. (More from me on this here).

As the mom of a toddler who was lovingly cared for by an incredible (and yes, undocumented) nanny, this is deeply personal. Her kids would play with my son after work—sweet, curious kids whose mom gave our family a sense of safety and ease we could never repay. They are part of our parenting village. And they deserve to feel safe. (HELP HERE).

This issue of Mom Friends is about pediatric care—how it’s shifting, who it’s being built for, and the rise of new models that feel more holistic and human. But it felt wrong to jump into startup strategy and brand drops without naming the very real care ecosystem that already exists—and the families who are too often left out of the innovation conversation.

Let’s get into it.

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Pediatrics, By the Numbers

This isn’t just about stethoscopes and lollipops—it’s a business. A big one.

• $300B and growing.
  That’s how much the global pediatric healthcare market is expected to hit by 2030. Between chronic conditions, mental health, and preventive care, kids are now a full on vertical.

• Startup money is moving in.
  Pediatric-focused health startups raised over $413M in 2023 alone. From virtual care to diagnostics to “play-forward” tools + clinics, VCs are waking up to the fact that parents = power users.

• 14 million+ kids have special health care needs—and only 42% have a “medical home.”That means families are scrambling for fragmented, reactive care.

• Pediatrician shortage = service breakdown
  Long wait times, dismissive doctors, and outdated offices top the list. The appetite for something better? Huge.

The Pediatric Power Shift

Care is getting rebuilt by the people who live inside the gaps—founders, parents, and pediatricians who know the system is broken and are done waiting for fixes.

• The Doctor Will See Your Feed Now Dr. Max took pediatric burnout to Instagram, built a loyal following, and launched a concierge clinic that actually reflects what today’s parents need. So what: We’re entering the era of founder-led care. It’s not just about credentials—it’s about trust, values, and tone.

• From Burnout to Build Mode Dr. Melinda Beavers scaled her solo practice with zero ads—just SMS, smart onboarding, and deep parent trust. So what: Micro-practices are becoming micro-movements: low-overhead, high-loyalty care that grows from community, not venture capital.

• From Creator-Led to Community-Built Love them or fear them, MAHA moms are proof: a generation of wellness-literate parents are done outsourcing everything to institutions they don’t trust. So what: Pediatrics is part of this puzzle. And founders are listening—not just to investors, but to their inboxes.

• Niche is Normal: Clarity Pediatrics raised $10M to redesign care for kids with chronic needs, starting with ADHD. So what: The one-size-fits-all pediatric visit is over. The future is specialized, longitudinal, and built to flex with a kid’s actual life—not just their chart.

• Messaging Is the New Front Desk
  Startups like Summer Health and Biloba are stripping away the sterile office visit and replacing it with 24/7 text access to pediatricians. So what: Convenience isn’t optional anymore. It's the care model.

• Inside Out Innovation: Bluebird Kids Health raised $31M to open pediatric clinics that integrate behavioral and physical health—accept all insurances—and serve families who’ve long been ignored. So what: This is pediatric care re-architected from the ground up: accessible, holistic, and built for real life.

An Ounce of Prevention

It's not about waiting for symptoms. It's about knowing your kid’s baseline.

• The Gut Check: Brands like Tiny Health and Alba Health are piloting microbiome tests + personalized nutrition plans for kids, designed to reduce inflammation and prevent future chronic issues. So what: Gut health is the new foundation. It’s diagnostics without the doctor’s office.

• Clean Out Your Cabinets: Clean-label medicine brands like Genexa and Hyland’s Naturals are reframing OTC care—think kids Tylenol without dyes, parabens, or parent guilt. So what: A sick-day staple goes values-first.

• Wearables, Kid Edition: Health startups are prototyping child-friendly biometric wearables—sleep, HRV, and glucose monitoring without the scary vibes. So what: Parents don’t want a diagnosis—they want data.

• Super Small Supplement Stack: Daily supplements (Hiya, Gruns) have become part of the kids wellness stack. No sugar, no junk, yes to design-led bottles that look like toys. So what: Multivitamins have officially entered their lifestyle era.

Momstincts: Where This Is Headed

Pediatrics is no longer just a medical category—it’s a cultural shift in motion.

• Preventative Pediatrics Becomes a Lifestyle
  We’re seeing the rise of everyday care rituals for kids: nervous system regulation, hydration tracking, emotional literacy. What was once adult wellness is now trickling down to 5-year-olds—with branded routines to match. Proof point.

• Pediatricians-as-Platforms
  Think: Substack, Instagram, private WhatsApp groups. The next generation of pediatric care won’t just happen in clinics—it’ll happen through creators and community leaders who double as health guides. Proof point.

• Hyperlocal, Homegrown Clinics
  From concierge-style care to small practice collectives, more parents will seek out values-aligned pediatricians who are part of their local ecosystem—not part of a faceless network. Proof point.

• Childcare + Healthcare = New Hybrids
  What happens when pediatric care shows up at the co-op preschool? Or when after-school programs screen for anxiety? Expect more overlap between enrichment, education, and low-touch health interventions. Proof point.

• Smart Parents, Smarter Systems
  Today’s parents are tracking Fevers. Tomorrow’s will track patterns. The next wave of tools (and clinics) will prioritize long-term care insights over reactive visits—and parents will expect the UX to match. Proof point.

Research Department…Everything Worth Linking About

• Literally me at drop off every day. Read →

• Is it prepping for baby—or a popup museum of vibes? Explore →

• This one should be required reading. Read →

• Spread ‘em: This cool mom platform is coming for your curated chaos. Read →

• Why are moms always tired? But Why is a podcast you won’t hate listening to on the summer drives. Listen →

• Frida Mom’s marketing team has balls.Like →

• Keep Families Together Help →

Thanks for being Mom Friends.