Skip to content
  • About
  • Contact
  • Contribute
  • Book
  • Careers
  • Podcast
  • Recommended
  • Speaking
  • All
  • Physician
  • Practice
  • Policy
  • Finance
  • Conditions
  • .edu
  • Patient
  • Meds
  • Tech
  • Social
  • Video
    • All
    • Physician
    • Practice
    • Policy
    • Finance
    • Conditions
    • .edu
    • Patient
    • Meds
    • Tech
    • Social
    • Video
    • About
    • Contact
    • Contribute
    • Book
    • Careers
    • Podcast
    • Recommended
    • Speaking

Patients alone cannot combat high health care prices

Peter Ubel, MD
Policy
September 16, 2020
Share
Tweet
Share

After three months of physical therapy, her doctor told her that it was time to get an MRI. She had already paid off her annual deductible, meaning the imaging test would “only” cost her the $150 co-pay. An imaging center near where she worked charged $1,500 for the test. Just two miles away, another facility would have just charged only $900 for the same test. She arranged to go to the more convenient location knowing the difference in price would be picked up by her insurance company.

Until …!

She found out she was eligible for a rewards program. She called a rewards advice line and found out that if she chose the less expensive imaging center, her insurance company would send her a check for $400. She’d make money on the deal!

I’ve been describing the kind of program that insurers are increasingly turning to in an effort to incentivize patients to be price-sensitive when receiving blood tests, imaging exams, or common procedures. It’s one of the consumer-oriented innovations I explore in Sick to Debt (currently ranked one of the top five books authored by people with the last name Ubel).

In this case, companies liked Vitals Smartshopper are partnering with insurers to reward patients who choose low-cost alternatives. One such partnership involved Healthcare Services Corps (HCSC), an amalgamation of Blue Cross/Blue Shields plans in the Midwest and Southwest. HSCS opened up the rewards program to more than 250,000 people. The rewards covered a wide range of tests and procedures, all of which were offered at a wide range of prices. Here’s a glance at that price variation based on a study published in Health Affairs:

Pretty crazy variation. A fourth of CT scans are less than $264, and a fourth are more than $1,500. Insane.

I’m not privy to exactly what HCSC and Vitals Smartshopper did to advertise the program. I do know that most people who received tests and procedures did not shop around for low-priced providers. Less than 9 percent either called the rewards advice line or logged into the insurer’s price transparency tool. Even with these small numbers, however, the insurer reduced its expenditures by more than $2 million (I have no idea what Vital Smartshopper charged for its work, all of which would have come out of those savings.)

Here is a picture of the average price of eligible procedures before and after the rewards program went into effect, compared to an insured population that didn’t begin the program until 2018.

I like where this program is headed. But I have a few thoughts about how such programs need to evolve.

First, we need to make sure reports from these tests make it into providers’ EHRs regardless of where patients go. It is great to save money on MRIs, but not if the doctors ordering those tests can’t access the images.

Second, such programs should carefully monitor quality of care. I expect that most low-cost providers/testers offer excellent quality. But the rewards program should be designed to weed out low-quality sites, if or when we feel confident we can answer that question. (That’s a whole other tangle of challenges.)

Third, we need to market the heck out of these programs. Instead of 9 percent of people accessing the program, I’d like to see 99 percent doing so. OK, that number is unrealistically high. But even if 1 in 3 patients shopped for prices, I’d expect a quick shift in providers’ pricing strategy, as high-priced sites scramble to keep their customers.

Fourth, I’d like to see more employers demand such programs from insurers. If employers demand smarter insurance, with things like reference pricing and value-based insurance design as well as this rewards program, the health care marketplace will be forced to respond.

It should never be up to patients alone, as “consumers,” to combat high health care prices. Nevertheless, rewards programs like this deserve a role in broader efforts to constrain health care spending.

ADVERTISEMENT

Peter Ubel is a physician and behavioral scientist who blogs at his self-titled site, Peter Ubel, and can be reached on Twitter @PeterUbel. He is the author of Critical Decisions: How You and Your Doctor Can Make the Right Medical Choices Together. This article originally appeared in Forbes.

Image credit: Shutterstock.com

Prev

Why cultural competency courses should be requisites for medical school [PODCAST]

September 15, 2020 Kevin 1
…
Next

Science and faith in the time of COVID-19

September 16, 2020 Kevin 3
…

Tagged as: Public Health & Policy, Radiology

Post navigation

< Previous Post
Why cultural competency courses should be requisites for medical school [PODCAST]
Next Post >
Science and faith in the time of COVID-19

ADVERTISEMENT

More by Peter Ubel, MD

  • Clinicians shouldn’t be punished for taking care of needy populations

    Peter Ubel, MD
  • Is the FDA too slow to handle the pandemic?

    Peter Ubel, MD
  • Quality measures have gotten ahead of the science of quality measurement

    Peter Ubel, MD

Related Posts

  • How social media can help or hurt your health care career

    Health eCareers
  • To fix health care, ask patients to change their understanding of how a health care system should work

    Richard Young, MD
  • How our health care system traumatizes patients

    Linda Girgis, MD
  • Fixing health care requires putting patients and their health teams on top

    Matthew Hahn, MD
  • Why health care replaced physician care

    Michael Weiss, MD
  • Physicians and patients must work together to improve health care

    Michele Luckenbaugh

More in Policy

  • Online eye exams spark legal battle over health care access

    Joshua Windham, JD and Daryl James
  • The One Big Beautiful Bill and the fragile heart of rural health care

    Holland Haynie, MD
  • Why health care leaders fail at execution—and how to fix it

    Dave Cummings, RN
  • Healing the doctor-patient relationship by attacking administrative inefficiencies

    Allen Fredrickson
  • The hidden health risks in the One Big Beautiful Bill Act

    Trevor Lyford, MPH
  • The CDC’s restructuring: Where is the voice of health care in the room?

    Tarek Khrisat, MD
  • Most Popular

  • Past Week

    • Forced voicemail and diagnosis codes are endangering patient access to medications

      Arthur Lazarus, MD, MBA | Meds
    • How President Biden’s cognitive health shapes political and legal trust

      Muhamad Aly Rifai, MD | Conditions
    • The One Big Beautiful Bill and the fragile heart of rural health care

      Holland Haynie, MD | Policy
    • America’s ER crisis: Why the system is collapsing from within

      Kristen Cline, BSN, RN | Conditions
    • Why timing, not surgery, determines patient survival

      Michael Karch, MD | Conditions
    • How early meetings and after-hours events penalize physician-mothers

      Samira Jeimy, MD, PhD and Menaka Pai, MD | Physician
  • Past 6 Months

    • Forced voicemail and diagnosis codes are endangering patient access to medications

      Arthur Lazarus, MD, MBA | Meds
    • How President Biden’s cognitive health shapes political and legal trust

      Muhamad Aly Rifai, MD | Conditions
    • Why are medical students turning away from primary care? [PODCAST]

      The Podcast by KevinMD | Podcast
    • The One Big Beautiful Bill and the fragile heart of rural health care

      Holland Haynie, MD | Policy
    • Why “do no harm” might be harming modern medicine

      Sabooh S. Mubbashar, MD | Physician
    • The hidden health risks in the One Big Beautiful Bill Act

      Trevor Lyford, MPH | Policy
  • Recent Posts

    • Beyond burnout: Understanding the triangle of exhaustion [PODCAST]

      The Podcast by KevinMD | Podcast
    • Facing terminal cancer as a doctor and mother

      Kelly Curtin-Hallinan, DO | Conditions
    • Online eye exams spark legal battle over health care access

      Joshua Windham, JD and Daryl James | Policy
    • FDA delays could end vital treatment for rare disease patients

      G. van Londen, MD | Meds
    • Pharmacists are key to expanding Medicaid access to digital therapeutics

      Amanda Matter | Meds
    • Why ADHD in women requires a new approach [PODCAST]

      The Podcast by KevinMD | Podcast

Subscribe to KevinMD and never miss a story!

Get free updates delivered free to your inbox.


Find jobs at
Careers by KevinMD.com

Search thousands of physician, PA, NP, and CRNA jobs now.

Learn more

View 1 Comments >

Founded in 2004 by Kevin Pho, MD, KevinMD.com is the web’s leading platform where physicians, advanced practitioners, nurses, medical students, and patients share their insight and tell their stories.

Social

  • Like on Facebook
  • Follow on Twitter
  • Connect on Linkedin
  • Subscribe on Youtube
  • Instagram

ADVERTISEMENT

  • Most Popular

  • Past Week

    • Forced voicemail and diagnosis codes are endangering patient access to medications

      Arthur Lazarus, MD, MBA | Meds
    • How President Biden’s cognitive health shapes political and legal trust

      Muhamad Aly Rifai, MD | Conditions
    • The One Big Beautiful Bill and the fragile heart of rural health care

      Holland Haynie, MD | Policy
    • America’s ER crisis: Why the system is collapsing from within

      Kristen Cline, BSN, RN | Conditions
    • Why timing, not surgery, determines patient survival

      Michael Karch, MD | Conditions
    • How early meetings and after-hours events penalize physician-mothers

      Samira Jeimy, MD, PhD and Menaka Pai, MD | Physician
  • Past 6 Months

    • Forced voicemail and diagnosis codes are endangering patient access to medications

      Arthur Lazarus, MD, MBA | Meds
    • How President Biden’s cognitive health shapes political and legal trust

      Muhamad Aly Rifai, MD | Conditions
    • Why are medical students turning away from primary care? [PODCAST]

      The Podcast by KevinMD | Podcast
    • The One Big Beautiful Bill and the fragile heart of rural health care

      Holland Haynie, MD | Policy
    • Why “do no harm” might be harming modern medicine

      Sabooh S. Mubbashar, MD | Physician
    • The hidden health risks in the One Big Beautiful Bill Act

      Trevor Lyford, MPH | Policy
  • Recent Posts

    • Beyond burnout: Understanding the triangle of exhaustion [PODCAST]

      The Podcast by KevinMD | Podcast
    • Facing terminal cancer as a doctor and mother

      Kelly Curtin-Hallinan, DO | Conditions
    • Online eye exams spark legal battle over health care access

      Joshua Windham, JD and Daryl James | Policy
    • FDA delays could end vital treatment for rare disease patients

      G. van Londen, MD | Meds
    • Pharmacists are key to expanding Medicaid access to digital therapeutics

      Amanda Matter | Meds
    • Why ADHD in women requires a new approach [PODCAST]

      The Podcast by KevinMD | Podcast

MedPage Today Professional

An Everyday Health Property Medpage Today
  • Terms of Use | Disclaimer
  • Privacy Policy
  • DMCA Policy
All Content © KevinMD, LLC
Site by Outthink Group

Patients alone cannot combat high health care prices
1 comments

Comments are moderated before they are published. Please read the comment policy.

Loading Comments...