Who We ARE

In 2007, we founded SickDay to fill an unmet need for high-quality, attentive, and personalized medical care for New Yorkers in the comfort of their own homes or place of business. While Covid-19 has disrupted healthcare, we're still the most sought-after medical house calls provider in the five boroughs of New York City. 

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Naomi Friedman, PA
Founder & Chief Medical Officer

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My personal vision: Personalized Medical Care


After spending a decade working in NY hospital settings and a Private Physician Practice, Naomi was dissatisfied with the level of care she was able to provide in these traditional medical environments. With a medical bag in hand, Naomi started visiting patients in their homes. She crisscrossed New York City by foot, bus, and subway to provide personal and attentive treatment for acute and urgent medical conditions.


Naomi's original vision is as true today as it was in 2007 when she founded SickDay. She continues to raise the bar on home-based medical treatments and her belief that all patients deserve quality personalized health care. 


Our close-knit team has provided medical care to over 53,000 NYC residents, business executives, and travelers from all around the globe.  In the process, we have pioneered the house call field and reintroduced it as a viable model for modern healthcare


Bruce Oran, DO
Medical Director

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Dr. Bruce Oran is board certified by the American Board of Emergency Medicine and a Fellow of the American College of Emergency Physicians.  Having additional training in Pediatrics and Internal Medicine he also completed a mini residencies in Occupational Medicine through Rutgers University and Women’s Health through the Department of Veteran’s Affairs.


Dr. Oran started his emergency medicine career with Emergency Medical Associates in New Jersey.  He was the first Medical Director for Corporate Health Services at the investment bank of Goldman Sachs following the 2001 World Trade Center Attack.  Following his tenure at Goldman Sachs, Dr. Oran proudly served as Chief of Emergency Medicine at the James J. Peters VA Medical Center in the Bronx, NY. At that time he was Clinical Assistant Professor of Medicine at Columbia University College of Physicians and Surgeons.


Dr. Oran is now a Clinical Assistant Professor Of Emergency Medicine at the Ronald O. Perelman Center for Emergency Services, NYU School of Medicine and Attending Physician, Emergency Medicine Observation Unit and Virtual Urgent Care unit.


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 "I have always worked in hospital settings; specializing in Thoracic Surgery. I actively worked in the ICU during the pandemic. Working with Sickday allows me to spend time with patients; never feel rushed. You learn so much more about the patient when you see them in their environment. Patients are more open and there is this instant trust that is created". 

Alesya Poplavskiy, PA

Physician Associate