Market Language, Moral Language.

Those who advocate higher out-of-pocket spending, especially high deductibles, to keep health care costs better controlled without losing quality use market language to talk about how people should think about health care. Consumers-that is, patients-should hunt for bargains. Clip coupons. Shop around. Patients need to have more "skin in the game." Consumer-patients will then choose more carefully and prudently and use less unnecessary health care. Unfailingly, "skin" refers to having money at stake. Usually, those arguing for high deductibles express dismay or frustration that patients do not face the full ("true") cost of the health services they receive. Unfortunately, a lack of price transparency, the need to unbundle bundled groups of services to discover total price, and the challenge of validly and reliably measuring and disclosing quality make shopping for health care a challenge for even the savviest patient. Urgency, fear, and sickness that impairs peak cognitive function and other aspects of emotionally laden decision-making, even when "shared" with a physician, add obstacles to coupon clipping and tire kicking. Who has more at stake in health decisions than patients? Whose flesh is literally, not just figuratively, at risk?