Doesn't some shopping happen now?
It is just done by someone else. To be a part of the insurance I have, a doctor must agree to a certain price. The largest physician's group (at the time) in Bloomington was dropped by the insurance carrier because they would not agree to the rates the insurance company demanded. Eventually they caved and rejoined. For a while, there were no specialists in Bloomington for certain procedures for the same reason. One had to travel to Indianapolis to be "in network".
So there is still some price shopping going on as I imagine almost every insurance plan is that way now. Back in the day, the 60's through 80's, it seemed that most plans were open. Go see any doctor. So things have changed and there is some shopping happening, it is just at a macro level.
Now it is true that one might save money by medical tourism. If I'm willing to travel 500 miles, I might save money. I'm not sure if I want to fly back (or worse, come back via car) a day or two after having been released from a hip replacement surgery so one has to take that into account. One might have to stay a week or so in this other town away from friends and family. Depending on your friends and family, that may be a good or bad thing.
I was trying to find out information about colonoscopies a couple months ago. It is difficult. Not about the procedure, but about the costs and issues. One thing I learned that was interesting, Europeans are far more likely to have a
colonoscopy without anesthesia. In Europe about 50% are done without anesthesia. What is interesting, both Americans and Europeans tend to get this free. Yet in Europeans with more socialized medicine are willing to save the money that they really don't save? What's that all about? Had I saved hundreds, I may have gone that route. But it really isn't much of an option in America. A lot of doctors won't even entertain the thought.
Slowly there is getting to be some disclosure in the medical industry. One of the issues we have had is that there is a ton of information available to buy a car. My last used car purchase involved searching a ton of information on the specific make/model/year I wanted for the price I was willing to pay. Granted, I still may have a lemon, but I made the best statistical choice I felt I could make (for example, the 4 cylinder version had a very low rating, and the 4 wheel drive version had real mechanical problems, but the 6-cylinder FWD version had excellent ratings from several sources).
That hasn't been the case in medicine. Even today there are sites I can go look at patient reviews of doctors. When I use them, there are 1, maybe as many as 3 reviews. That isn't much of a
statistical sample. So it is harder to make an informed decision for a physician than, well, just about anything else. I can compare medicines that are used to treat a condition, I can compare cars, breakfast cereals, and just about ANYTHING sold (via Amazon*). But physicians, that seems still to be something that isn't very easy to do. Your average college professor (ratemyprofessor.com) has a FAR larger sample size.
So yes, one can make a choice based solely on price but I'm not sure that is enough to base on. A couple years ago I thought I might need a procedure done and there was only one physician in Bloomington that did it. My GP at the time looked at me and said that he wasn't supposed to speak poorly of another physician but that he personally would travel to Indy long before allowing that person to do the procedure. That's probably as close to an honest review as I've ever seen on a doctor.
So other than wanting the cheapest procedure, I'm not sure there are many ways of making a rational decision. As more and more people are on the high deductible accounts, there is more and more incentive to do as you say. Except even that gets blocked some. When I had cataract surgery I had a friend recommend his lasix place as being so much cheaper than anyone else several years ago. I called them, their first question was what was my insurance. They then quoted me the "approved" amount. So there are even limits to high deductible plans. But if it took me 10 hours to find a car out of the fairly limited choices, I can imagine how long it would take to create a spreadsheet of every doctor who might do a procedure with their cost, their strengths and weaknesses. And once one says "I'll only look at the ones within 30 miles", the market goes out of the equation somewhat. Let's face it, Amazon has put tremendous price pressure on all retailers because of their reach.
* Amazon's rating system sucks. At least from the standpoint of just looking at the number of stars. For example, one looks through the ratings and might see a high number of one stars. That should indicate something, but I've seen one star ratings because the product was slow to ship (not the fault of the product) or the person didn't like the packaging (not an indication of how the product will perform. Also, "it arrived broken" is a little informative, but every product is going to have some of that happen, as long as I can return it for another I'm not overly concerned about that one. Or people will give it one start because it only comes in green and they want red. The rating system is a clever idea, and I like reading the comments before an expensive purchase just to make sure that overall a product seems to do what I want it to do. But the numerical system is close to useless. Heck, I've seen 5 *s of people saying "it just arrived and I can't wait to try it". But as a source of data for making decisions, I think Amazon has created this huge database that is virtually priceless even if I buy the product elsewhere. We need that for physicians. Somehow there needs to be a metric to determine success and failure for procedures and that metric should be common knowledge. Heck, PRICING should be common knowledge and listed on websites, etc. I shouldn't have to call 30 offices and wait God knows how long just to find out something that simple. Granted, some procedures may vary, but a simple "colonoscopy average price is $###" would go a long way). I know some people love the thought of calling every doctor from Louisville to Chicago to find out prices, but I think for the market to really work they are going to have to be more visible. Castlight is a start on that but it isn't complete. For example over half the people that perform colonoscopies in my area have no estimated price.