This Is How Much It Saves You: Building a Culture of Health Through Price Disclosure

In the U.S. health care system, patients often have no access to information about the original cost of medical services. The investigators are testing whether disclosing information on the original cost of preventive care can increase its perceived value and lead to increased adoption of such services. Their research focuses on four preventive health care services that generate substantial health benefits for targeted populations: 1) flu vaccination for insured adults under 65, 2) nutritional counseling for insured patients with diabetes, 3) regular dental check-ups for insured patients who under-utilize dental check-ups, and 4) annual wellness visits for insured patients who under-utilize wellness visits. The research results will expand the horizon of public health campaigns by introducing additional marketing tools for public health messaging and inform non-profits, insurers, and government entities on how to invest time and funding into promoting preventive care.


Self-report of receiving flu vaccination, number of nutritional consultation appointments made and completed, number of dental exam appointments made and completed, and number of wellness screenings completed


The researchers are conducting randomized control trials to investigate impact on each health care service. They are using ANOVAs to look for main effects and interactions of the proposed interventions. Moderation analysis will be conducted to identify how income level impacts the effectiveness of the cost-disclosure intervention, as well as how health literacy moderates the effectiveness of original-cost disclosure vs. traditional health-focused messaging. Additionally, the data will be analyzed using regression to identify any effects of age, gender, income, race, and health status on the main outcome measure (intentions to adopt the preventive behavior) in each study. 

Grantee and Partner organizations

Indiana University
University of Colorado at Denver

Grant status
Principal investigators
Helen Colby, PhD
Meng Li, PhD
Start date
Award amount
18 months

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