Piggy bank wearing mask next to shopping car with dollars While price transparency might not drive greater use of lower-price providers, it could have other benefits, such as greater awareness of out-of-pocket costs. (Photo: Shutterstock)

Increasing health care price transparency has long been considered a key to reduced spending. The challenge, however, is that consumers often seem oblivious to price-transparency tools that can help them estimate prices before receiving services.

In an effort to determine whether low consumer engagement is due to a lack of interest or a lack of awareness, a group of researchers in the Northeast conducted an experiment centered around a high-profile Google Ads campaign that informed consumers about New Hampshire’s price transparency website, NH HealthCost.

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