Founded by Krug and Chris Mitchell this year, Atlanta-based AppointmentCity.com makes money by generating online leads (appointments) for dentists in 25 big cities, including New York, Atlanta and L.A.; the company plans to expand to more cities and other health care sectors next year. Dentists create online profiles that include office photos, hours of operation and location; AppointmentCity.com optimizes the pages so that they show up in search results for queries like “dentist in L.A.,” and then lets users automatically book appointments. Patients can also leave reviews and recommendations, and get SMS and email-based alerts for upcoming appointments.

Krug said the startup’s small sales team was actively calling dentists and dental management companies to get them to create profiles; AppointmentCity.com’s platform also provides analytics, like the number of clicks a dentist’s profile link receives from search engines, the number of appointments set, and the number of positive reviews.

The premise is monetizable for two reasons: First, it’s in line with the gradual shift to online record-keeping currently affecting health care industry. Second, it’s often tough for people that move to a new city or state to find a doctor or dentist. When I first moved from New York to L.A., for example, it was awful navigating my insurance company’s website to find a local dentist that was actually taking new patients. If AppointmentCity.com had existed then, I would have definitely used it.