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Business Healthcare

Vitals Aims to Be the Priceline of American Healthcare

Entrepreneur Mitch Rothschild says he has always followed a simple philosophy: Determine where a gap exists and launch a business to fill it. He thought information was seriously lacking in healthcare, for both patients and service providers. So he founded Vitals in 2007 to offer a suite of information and analytics tools to help consumers, providers, and health plans better track healthcare prices and quality. Today he serves as the company's executive chairman. Each month, some of Vitals' 10 million users perform 250,000 searches at Vitals.com, seeking information about the U.S. healthcare system, where they can browse 5 million user reviews of about 890,000 medical practitioners. In simple terms, Vitals hopes to be a Priceline of sorts for an industry in which costs can be opaque and consumers often feel powerless.   More