On-Line Bidding For Professional Services Comes To Health Care

Ready or not, tech-enabled consumerism continues to morph the relationship between professionals and the consumers they serve. I've written before about both the move to on-line ratings services for health care professionals (RateMDs; RevolutionHealth; Vitals.com; DrScore.com; HealthGrades.com; MDNationwide.org; ConsumerHealthRatings.com; and Rehabio) and the on-line web sites that sell excess professional capacity by the minute (ETherapistsOnline; MyTherapyNet; WebAddictionTreatment.org; and AsktheInternetTherapist.com). These categories of health care marketing organizations represent something akin to American Idol and HOTELS.COM in the health and human market space. Well, the push of technology is taking this one step further—we now have the progeny of when eBay meets health care.

The eBay of health care may soon be PriceDoc.com. The company just received a U.S. patent on its soon-to-be-released system for on-line bidding on health services which will, according to their press release, make "PriceDoc.com the only online site where patients can "make an offer" for healthcare services with verified providers." The initial focus of PriceDoc is consumers who are uninsured, underinsured or seeking elective procedures with provider organizations and professionals who accept cash or credit card payments. (The service categories on their web site include dental, medical, vision, cosmetic, mental health, weight loss, allied health, and alternative health.)

You may think this type of purchasing model couldn't change the health care space. But don't forget eBay, founded in 1995 selling office equipment and plane tickets; had 250,000 transactions in 1996; and by January 1997 the site hosted 2,000,000 auctions. Bottom line? We can’t rule anything out when it comes to which tech trends will shape the sector. Stay tuned.