This presentation examines the trade union and medical association's response to the platformization of Sweden's public healthcare sector, focusing on the rise of companies offering doctor-patient consultations via video or chat through apps. Unlike traditional in-person visits, these platforms allow on-demand consultations at any time and from anywhere. Platform work is linked to casualization, precarization, and growing inequalities, while simultaneously reshaping hierarchies and fragmenting workplaces. Coupled with platform companies' adversity to unions, these issues likely require new union strategies. The way digital platforms organize labor varies, and this is underexplored in public services, particularly in well-organized sectors such as the Swedish public healthcare. The rise of app-based consultations also raises questions about the future of medical work, as it could blur professional boundaries, create new internal divisions between different doctors and create a global labor market where doctors compete for patients. However, the healthcare sector faces cultural, linguistic, and institutional barriers to global integration. Additionally, medical associations play a dual role—representing members' interests while also influencing healthcare policy—which grants them power to shape the healthcare system. Compared to other platform sectors, medical associations might have an advantageous position to respond to the challenges posed by platformization, but little is known about how they position themselves vis-à-vis platform work. Based on interviews with medical association representatives, this presentation explores their strategies for organizing and representing medical professionals in platform work.