A Reliable Sign That You’re on the Side of Patients.
Send the right signs and appropriate signals.
By Dutch Rojas
“What makes people buy?”
It’s a question that’s baffled the best of us. Legendary adman Rory Sutherland once said, “I don’t know the answer to this question.” And he’s right. There’s no universal answer, no magic bullet. But the best way to find out? Test everything. Experiment with every channel, try every message and watch for what works.
In healthcare, a sector long dominated by insurance and government oversight, this experimentation can feel revolutionary—and, for many, uncomfortable.
Yet, it’s essential. I’ve been a loud advocate for price transparency across the U.S., EU, and Asia, and one thing’s clear: most physicians have yet to realize the power of free enterprise.
Price transparency and e-commerce are essential for making healthcare accessible and affordable for everyone, everywhere. But here’s the irony—many physicians scoff at the idea, dismissing the notion that anyone would pay cash for medical services online. So, why does this gap exist, and how can we bridge it? Let’s dive in.
1. Busting the Myths Around Patient Cash Payments
Healthcare has been boxed into a traditional mindset. Ask doctors if they offer an e-commerce service option, and you’ll often hear, “No one’s paying cash for medical or dental treatments.” It’s a deeply ingrained belief; saying otherwise can spark backlash.
For instance, places like LinkedIn and X mention that people are willing to pay cash, and you’ll be swarmed by policy wonks and academics who’ve never actually built a business or set foot in the market. These people are convinced that healthcare is too expensive for everyday patients and that cash-pay options are out of reach.
But that’s just not true. The reality is that people can and will pay cash when given options. As is transparent pricing, a $12 lab test is within reach for many. Patients want simplicity, and they’re willing to pay for it. The problem isn’t affordability; it’s availability. KFF says, “90% of covered lives do not meet their annual deductibles.”
Most physicians underestimate this demand and fail to leverage cash-pay options or e-commerce channels. In a world where almost everything can be bought online, healthcare should be no exception.
2. Price Transparency: A New Revenue Channel for Private Practices
Physicians today face an uncertain financial landscape. Their reimbursement rates are dropping, overheads are rising, and competition is increasing. But the answer isn’t to tighten belts and hope for better days. Instead, physicians must diversify their revenue streams and reach patients directly. This is where price transparency comes in.
Why price transparency? It’s simple: it’s a powerful way to capture untapped revenue. Patients are more price-conscious than ever and want to know prices upfront. Being able to search and buy healthcare services like they would any other product has a psychological and practical appeal. Yes, you’ll unlikely see a million dollars on Day One, but even a modest start can be transformative. Knowing the cost of care can help patients decide whether to seek treatment.
Opening up pricing and offering services online could provide the average private practice with a new revenue stream. Consider this: people aren’t going to magically know that your practice offers cash-pay services or an e-commerce solution if you don’t tell them. Like any product or service, it requires clever marketing and a clear message.
3. Shifting Power to Physician-Owned Hospitals and Healthcare Enterprises
What’s next for healthcare? In my view, the future is about physicians owning their work. We’re seeing the rise of physician-owned hospitals, physician-owned technology companies, and physician-owned benefits agencies.
And why not? Doctors are trained and capable and have firsthand insights into patient needs. When doctors own their businesses, they can direct profits back into quality care and have control over pricing, transparency, and service delivery.
With recent healthcare events as a backdrop, we’re already seeing a shift toward more physician-led and physician-owned ventures. The pendulum is swinging. We’re moving away from reliance on complex, bureaucratic, top-heavy systems and toward patient-centered care and transparency.
So, how do physicians start? Recognizing that e-commerce, cash-pay options, and direct patient relationships are no longer optional. They’re the future. But change doesn’t come from simply announcing a shift—it comes from rethinking business models and embracing the tools that make price transparency and direct patient engagement possible.
4. Understanding the Failure of Government in Healthcare
In this debate, we can’t ignore the elephant in the room: the role of government. Around the world, governments have taken on more and more control over healthcare, often with mixed results.
They’ve overpromised and underdelivered, mismanaged funds, and failed to meet the needs of their citizens. The government is made up of people—fallible, sometimes power-hungry people who, when granted unchecked control, tend to forget the very citizens they’re meant to serve.
In the U.S., this wasn’t supposed to happen. The Founding Fathers intended a government where citizens had the upper hand, where power was limited and responsibility shared. Today, that balance is skewed, and healthcare is one of the sectors feeling it most.
5. Building Healthcare That’s Accessible for Everyone, Everywhere
What’s my vision? It’s simple: Make healthcare affordable and accessible for everyone, everywhere.And “everywhere” doesn’t just mean within our borders. It means globally. Everyone deserves access to transparent, affordable care, from the cash-pay patient in Tulsa to the healthcare seeker in Toronto.
The faster we all get on board with price transparency and direct patient options, the faster physicians can offer their services to the general public, and the quicker they’ll see revenue they never imagined.
Stop waiting for someone else to make it happen. The future of healthcare isn’t just a policy debate or a government problem; it’s a market shift waiting to happen. And the ones willing to take control—physicians, small practices, entrepreneurial hospitals—will be the ones who thrive.
Final Thoughts
Price transparency and direct-to-patient models aren’t radical ideas. They’re smart business moves, and they’re the future of healthcare.
If you’re a physician, a healthcare executive, or anyone vested in the healthcare economy, it’s time to rethink your strategy. Open up those channels, offer patients clarity, and build a sustainable future for healthcare.
Rojas out.