this is the only industry in the US that has an anti-trust exemption.  So they can charge people differently for different services and they do not have to publish prices.<p>I think if the employees in the study were given a web interface that is required for booking any appointments, they could get better results.   The booking interface could show all qualified specialists that work with their plan, and they could also display prices for specific treatment or average costs for a visit to each particular specialist.   So instead of forcing people to price shop, they get to see the prices at the point of booking.