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Directly is a transparently priced healthcare marketplace where doctors and facilities compete on price and quality and buyers search for their healthcare online to find the highest quality doctor at the best possible price. Think Orbitz for healthcare. We define the concept of "value" in the healthcare marketplace. Our primary targets are consumers and the massive self-insured marketplace of greater than 90 million lives in the US alone. The insurance industry has been unchallenged and dominating in this self-insured space, but we have a better, more cost effective solution.

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