Websites help patients compare prices for health care

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By Jillian Berman, USA TODAY

As Alan Grunberg neared 50, he knew he was going to need a colonoscopy, so the

Chicago-based Realtor began shopping around to try and find the best place to

get the procedure done.

" I couldn't get anybody to give me information on how much it was going to

cost, " he says, adding that his insurance wouldn't cover the procedure.

Grunberg eventually found PriceDoc.com and received multiple quotes. " The price

was outstanding, " he says. " I jumped on it. "

PriceDoc is one of several sites that give consumers the ability to shop for

procedures ranging from a colonoscopy to teeth whitening. In some cases, the

sites allow consumers to negotiate with providers.

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Findlay, health analyst for Consumers Union, says sites listing prices

for procedures can be helpful, but consumers shouldn't settle for the first

price offered. Unlike traditional retailers, health providers don't usually

advertise sales, he says.

Bradley, PriceDoc's co-founder, says his goal is to help consumers find

a low price for services their insurers won't cover. Patients search by ZIP code

for a list of doctors and their prices.

Some of the doctors listed on the site prefer to negotiate and include the " make

me an offer " button on their profile, while others just list their lowest price,

Bradley says.

" We've created a free, market-based competitive field if you're paying with

cash, " he says.

One drawback is that for some locations and procedures, the choices are limited.

When Grunberg tried to use PriceDoc again to search for a dermatologist, he

couldn't find any providers in his area. " I'm not going to travel 500 miles to

have something done unless I need to do it, " he says.

Bradley says most of the consumers using his site are looking for dental,

vision, cosmetic and dermatology procedures. Many have individual insurance

policies, which typically have high deductibles, or are paying for care out of a

health savings account.

Mona Lori, founder of OutOfPocket.com, says her customers are primarily

interested in prices for dental and vision procedures. Lori created the site,

which offers a price-based directory of health care services, in 2007 after

unsuccessfully trying to get providers to give her prices for various

procedures.

Findlay says providers are gradually becoming more transparent with prices.

, co-founder of New Choice Health, says that should be the goal.

says he started NewChoiceHealth.com, which lists price ranges for

procedures at various facilities, to " help educate the consumer that health care

is retail. "