&gt;If I were a hospital, I&#x27;d start providing cost guarantees to my patients and their insurers.<p>Why?  Healthcare consumers are largely price insensitive.  They currently have no incentive to &#x27;shop around&#x27; and reward lower priced providers.<p>We are only starting to see innovative service providers that are trying to change this.[0]<p>[0]<a href="http:&#x2F;&#x2F;www.npr.org&#x2F;2015&#x2F;10&#x2F;09&#x2F;447098694&#x2F;why-most-people-don-t-shop-around-for-medical-procedures" rel="nofollow">http:&#x2F;&#x2F;www.npr.org&#x2F;2015&#x2F;10&#x2F;09&#x2F;447098694&#x2F;why-most-people-don-...</a>