CONCORD, NH-Open Health Market has been launched to help self-insured businesses solicit bids for health care directly from doctors or hospitals, thereby cutting out the industry "middleman." Perhaps unsurprisingly, the online business is drawing criticism from third-party payment companies.

Created by a doctor, a lawyer and a former benefits manager, Open Health Market allows employers to submit requests for proposals in a category of medical services and procedures. Health care providers then offer competing bids that are evaluated by the employer.

Attorney Dan Crandlemire, one of the site's co-founders, said if the employer accepts a bid, savings can then be passed to employees in the form of incentives such as a waived deductible.  Crandlemire and partners Leonard Fromer M.D. and Peter Hayes, former benefits manager at Hannaford Brothers supermarkets in Maine won't be directly involved in any deal structuring – their goal is to bring the parties together.