EP334: Do Consumers Ditch High-Cost Providers After Shopping With Price Transparency Tools? With Sunita Desai, PhD Relentless Health Value™

Let’s discuss price transparency, which isn’t an end unto itself obviously. The great hope of price transparency (or at least one of them) is that it furthers consumerism, which is also not an end unto itself. Obviously. The great hope of consumerism is that it effectively forces the health care industry to straighten up and fly right.
Before I dig into this, let me make one critically important point for context. Enabling consumers to find low-cost providers is not the only goal of price transparency. Employers should be hiring companies to do cost analytics and bring them back insights which should, along with quality indicators, be part of network selection or direct contracting or bundle considerations. Add to that something I heard Katy Talento say the other day. She said something along the lines of: Anyone sitting around whiteboarding cockamamie reasons to keep their prices secret ... how is that not corrupt? You’re trying to conceal the prices that your patients will ultimately be responsible to pay, as per, by the way, the financial document that every provider I’ve ever seen makes patients sign on the way in. You, patient, are ultimately responsible for the bill here. Don’t be thinking otherwise. What did I hear the other day, which is a great message for patients everywhere? If you can’t see who’s holding the bag, check your hands. It might be you.
But let’s get down to the business of this particular podcast here. As I tend to contemplate many complicated things, I like to play a kind of simplified version of moneyball, otherwise known as sabermetrics, if you are as big a geek as I am. You start at the end state, and you work backwards. If the goal of price transparency ultimately is to drive the usage to better, lower-priced providers, then people/patients have to be shopping. OK … for patients to shop, there has to be shopping tools. For shopping tools to exist, there has to be price transparency. If you look at this flow in reverse, that’s the progression needed to realize the goal of disrupting the health care system and causing competition and health care providers and others to get themselves subjected to free market forces to up their game and lower their prices.
Going through this again in a bullet point list, here are the seven steps to get from price transparency to the impact of consumerism to create health care quality overall improvements and for costs to go down:
Price transparency Shopping tools People shopping People taking the information gleaned from the shopping tools and putting it to use Higher-quality, lower-priced providers get more business. Lower-quality, higher-priced providers get stomped on by the market. Health care quality overall improves, and costs go down. It’s funny because we talk about concepts like the impact of consumerism all the time, but I don’t think I’ve ever seen anybody literally write out the mechanics of that progression. And this is an incredibly valuable exercise (I think anyway) because, as we all know so well, to actually achieve anything, we have to be willing to check out how it’s going, to learn some lessons, and then evolve our approach accordingly.
The short version of the “how’s it going,” based on available research, is that most people—your average civilians, I mean—do not really use shopping tools when they are made available. Good news is, if there’s advertising and other outreach efforts, then this number of users goes up. So then the next question becomes, what are people then doing with the information? Are they heading to lower-cost providers? Bad news is, sadly, no. They do not tend to do so.
Let me just interject right here. There’s going to be two different reactions to what I just said. One reaction is going to be anger. I just kicked somebody’s sacred cow, and they’re all “Earmuffs!” right now. Another reaction is the more productive one, and frankly, it’s the only reaction for anyone