That is the tagline from this Fortune Article that features guide-to-our-crazy-healthcare-system company Subimo. Their service, www.myhealthadvisor.com, enables patients to "shop on-line" for doctors, health plans, and hospitals. And it's getting some attention - 60 million people already use it!

BusinessWeek also just named it "Best of the Web" for healthcare information. In the 16,000-response survey, Subimo even beat out WebMD and Yahoo!Health. The site contains info on 5,000 hospitals and 100 medical conditions and procedures. For $24/year, consumers get all that rich information.

I hope they don't read my blog because I'm here to say that I would be willing to pay a lot more than $24 to find the information they are providing. They are only a $10MM company (and finally profitable) serving 60 million users. I'm not complaining. But given that consumer-driven healthcare is supposedly a $16B industry (according to Forrester Research), if I were rich & smart & passionate about healthcare (I'm only one of three), I am buying this company for $40MM and turning it into a $1B enterprise. Thankfully, they are more altruistic than me.

I just paid the $24 and I love what I see. Some examples of screenshots:

A comparison of charges for a C-section

A comparison of patient safety standards

UPDATE: I was thinking about this more today. When someone calls up the hospital to ask how much a C-section is, isn't that like calling up a Honda dealer and asking how much a car is? Or calling a grocery story "how much is a loaf of bread?" I doubt that consumers will ever be able to truly compare prices. At least with a Honda, you know what options you're gonna need.