Chattanooga startup uses new access to health data to help alert, inform health care consumers

Staff Photo by Matt Hamilton / Bobby Huffaker
photo Staff Photo by Matt Hamilton / Bobby Huffaker

Nearly a decade after Bobby Huffaker launched American Exchange to help consumers connect with the exchanges created under the Affordable Care Act, the entrepreneur has started a new business to use data opened up under the 21st Century Cures Act to better inform and alert consumers of their options.

Huffaker's newest business, known as Directive Health, has raised several million dollars of capital to build the Chattanooga-based enterprise and help patients gain access and information to make better-informed decisions and, in the process, improve outcomes.

"The paradigm is shifting, and the days of the patients being towered over by their doctors and insurance companies is coming to an end," Huffaker said in an announcement of Directive Health.