To get a more detailed glimpse at what these and other socially responsible entrepreneurs aim to do with their businesses, visit the Unreasonable Marketplace.

FORBES: At the Bottom of the Pyramid, Entrepreneurs Focus on Water, Mobile

These have to do with the structure of entitlements system itself, and aim at controlling costs.

FORBES: Entitlement Reform Plan Due This Month

Dr. Green says the aim of the trial is to see what patients and their primary-care doctors do with the genetic information, including changing lifestyle, prescribing drugs and ordering additional tests.

WSJ: Making Gene Mapping Part of Everyday Care