Are Patients Becoming Price and Quality Sensitive?

Yesterday I was watching the live stream of Jonathan Bush, CEO of athenahealth speaking and then on a panel at US News’ Hospital of Tomorrow event. Jonathan Bush was as good as ever and offered some really amazing insights into the changing culture of health care as we know it. He also introduced the website along with the ZDoggMD Jay Z parody video called EHR State of Mind.

At one point in the panel discussion he made a point that really stuck with me. He suggested that a few years ago you could cut the price of your services in half and you’d still get the same number of patients in your office. Then he said that you could double the price of your services and you’d still get the same number of patients. He went on to say that you could provide better care to your patients and you’d still get the same number of patients.

Certainly that’s not a direct quote, but you get the gist of what he’s saying. Essentially, a few years back patients weren’t price or quality of care sensitive. Sure, maybe on a really macro scale some really doctors would be found out, but for the most part patients didn’t care what the price of healthcare was since they just paid the co-pay and they had no way of knowing the quality of care the doctor provided.

Jonathan suggested that over the past couple years this has started to change. Patients were becoming more price and quality of care sensitive. He didn’t explain why this is the case, but I’d suggest that it’s due to more availability of information and high deductible plans.

I think this shift in how patients select their healthcare is going to have wide ranging impacts on the health care system. Michael Robinson, Vice President, U.S. Health and Life Sciences, Microsoft, was on the panel with Jonathan Bush and suggested that technology was the enabler for a lot of these changes. That’s not true for all of the changes, but no doubt it plays a role in a lot of them.

About the author

John Lynn

John Lynn

John Lynn is the Founder of the, a network of leading Healthcare IT resources. The flagship blog, Healthcare IT Today, contains over 13,000 articles with over half of the articles written by John. These EMR and Healthcare IT related articles have been viewed over 20 million times.

John manages Healthcare IT Central, the leading career Health IT job board. He also organizes the first of its kind conference and community focused on healthcare marketing, Healthcare and IT Marketing Conference, and a healthcare IT conference,, focused on practical healthcare IT innovation. John is an advisor to multiple healthcare IT companies. John is highly involved in social media, and in addition to his blogs can be found on Twitter: @techguy.