"We're not here to replace primary care physicians," said Rocky Dhir, TelaDoc's general counsel and spokesman. But "this is what consumers want. We can help them with 75% of reasons they go see a doctor."

TelaDoc doctors treat only nonemergency medical issues such as allergies, respiratory infections and sprains. If a patient calls with a more serious medical issue, the doctor provides a referral to a local physician or an emergency room.

Beyond the fee for each call, TelaDoc subscribers pay $18 to register and a monthly membership fee of $4.25 for an individual or $7 for a family. The company, which can be reached at (800) 835- 2362, or (800) TELADOC, does not treat children younger than 12, and most insurers do not pay for the service. TelaDoc recommends its doctors do no more than four consultations an hour.