Business 2.0

Physician, Sell Thyself


AmeriScan's Craig Bittner wants consumers to take health care into their own hands with his high-tech medical scans. But how does an MD balance an oath to heal with a promise to pay back his creditors? It's hard to miss AmeriScan. I first notice it while standing in a Pottery Barn at San Francisco's Embarcadero Center. Across the street, draped in front of a conservative blue storefront, a large banner says, "Call 1-866-4 MY SCAN." There's also a sign that proclaims, "Now Open! No Doctor's Referral Needed." Pictures of mature, active couples wearing comfy sweaters and offering testimonials are in the window. "My full body scan was the best gift my wife ever gave me," reads the caption on one.