I took the approach of targeting under/un-insured patients with the goal of assisting them in negotiating their health care costs to levels more similar to the Medicare payments. It is pretty difficult to shop for medical care in the event of an emergency, so my tool gives nearby, regional, and national prices for selected procedures so that the patient go into price negotiations with their care provider and hopefully get charged a lower price.

Edit: I also made a visualization of the CMS Provider Charge Data here: http://labs.coseppi.com/cms/