They tell you what their cash price would be for a given procedure/exam.
About PriceDoc
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The mission of PriceDoc is to reduce the cost of medical and dental procedures while making the practices of physicians and dentists more efficient and profitable.
Our nation is burdened with high medical and dental costs. At the same time, insurance coverage continues changing. It is slower to reimburse providers, deductibles are on the rise and co-payments are getting higher. In most cases, pre-existing conditions and elective procedures are not covered. Many Amercians are finding that their insurance does not cover routine office visits and procedures. Finding the best-case price on the web is easy and makes sense.
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http://www.pricedoc.com/about.php)
http://www.pricedoc.com/