A New York company that provides doctors and hospitals with online marketing and appointment-scheduling technology has raised $5 million in new funding.

Doctor.com will use the cash to boost sales and marketing efforts for a new technology platform the company rolled out last year, says CEO Andrei Zimiles. The funding was led by New York investment firm Spring Mountain Capital.

Launched in 2012, Doctor.com says it now has about 20,000 healthcare providers using its technology. The company’s technology helps group practices and hospitals boost their natural search rankings on Google and other search engines for patients looking for a doctor near them.

The Doctor.com platform also lets physician groups and other providers track patient reviews online, update ratings and reviews and respond to negative reviews. Physicians also can use the Doctor.com platform to update physician profiles, schedule online appointments with patients and issue online patient reminders for follow-up visits among other transactions.

The company’s products include ProfileSync, which lets physicians maintain and update data across popular online doctor directories and local healthcare search sites such as Healthline.com, RateMD.com and others; ScheduleSync, an online booking tool; and ReviewHub, which captures and distributes patient reviews from sites such as Yelp.com and others.

“While our growth has been highly capital-efficient to date, the time was right to bring in additional funding to support the expansion of our healthcare marketing automation platform,” Zimiles says.

Doctor.com doesn’t break out pricing or customers. Spring Capital says it made the investment in large part because of the growing number of consumers and patients using the web as their first step in finding a new doctor near them.

“More and more, patients are seeking information online before choosing a physician or dentist,” says Raymond Wong, Spring Mountain’s managing director and head of its private equity group. “Doctors are attempting to adapt to this significant change in healthcare consumption and are motivated to ensure that their online profiles are accurate and their online reputations are properly maintained.”