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Mitchel Rothschild, CEO and founder of MDX Medical LLC, came up with the idea for the physician finder Web site Vitals.com while lying on the operating table waiting for minor surgery. The doctor performing the operation had just told him, "I don't get the opportunity to do this very often."

"I thought that was information I should have had earlier in the process," quips Rothschild. After returning home from the hospital safe and sound, he began researching doctors on the Web and was surprised at how difficult it was to get any details.

Enter Vitals.com, which Rothschild describes as "the eHarmony of matching patients with the right doctor." Vitals.com provides information on more than 700,000 doctors, including board certification, hospital afilliations, peer reviews, patient feedback, sanctions and insurance coverage. Visitors to the site can customize searches, factoring in and weighting the characteristics that matter most to them, such as patient reviews.

"Vitals.com provides the most ...