My top recommendation would've been to find someone in medicine as a co-founder. This could've helped him find flaws in the economic model faster. I still think his project has amazing potential, except that it's going to have to go through a couple of iterations. For example - what if he somehow integrated this information to make it so that it's easier to connect customers to future doctors and take a affiliate fee?
Also imagine if we had a better medical search engine. There's so much information in medicine that is still blocked off to consumers. The author mentions that consumers do not want to go through the details - maybe we can make something that can dumb it down for people and put a directory of doctors who can help explain further?