"In bygone days, when more workers had comprehensive healthcare insurance, the price of medical procedures was not much of an issue. But now, with many people having to make do with high-deductable plans—if they have insurance at all—price becomes a huge consideration. 'We are seeing more and more of this, and it's only going to grow over time,' said Martin Rosen, executive vice president and co-founder of the Health Advocate, a Philadelphia consulting firm. The situation has forced many consumers to become comparison shoppers when it comes to medical matters."