High deductible health plans (HDHPs) are turning patients into shoppers. It is predicted that more than 50% of the employed insured will enroll in an HDHP within 5 years. Having to pay more out of pocket before a deductible is met (typically $5,000 -6,000 per family), will motivate many to find the best price for that medical or dental procedure.
Websites such as Healthcarebluebook offer price comparisons. They even have an app for your smartphone so when your doctor advises that ultrasound or lab work you can say, "sure doc, but let me check the prices."