hur heirsch. he came up with his own plan after he found wildly different prices for his generic drug. >> this is inefficient. i jews orbitz for looking at allianz. why is it so difficult to know the cost of their prescription drug? >> reporter: they aggregate billions from pharmacies across the united states and matches them with discounts, coupons klugs and other plans that hirsch says many consumers don't know about. >> there are all sorts of different discounts. this is an online pharmacy. this is a coupon price at kmart. >> reporter: it launched last year and information in demand. he says the website gets almost a million visits a month. it's the type of information my mom, who today has medicare and low deductible for prescriptions hopes people will pay attention to. >> i would say, let the buyer beware. shop around. be thorough. do your homework. . >>> see how much the price of a generic drug can vary in just one city. visit "newshour."cbs.org. >>> the world economic forum published a repo