You probably wouldn’t buy a new car without checking the Kelley Blue book for the price and shopping the competition. Jeffrey Rice, Duke University trained radiologist-turned-businessman, wants consumers to do the same when choosing a doctor or hospital. Medical pricing information is usually hard to come by – at least until you’re billed. But Rice mines databases for geographically specific health care cost data and posts it online in the Healthcare Blue Book (HBB). (Bargaining for Healthcare by Rita Ziedner)