Many insurers use reference pricing to save money by directing people toward lower-cost providers, according to D Healthcare Daily. Often times, consumers don't know what they will pay for health services until after they receive them. And just because certain services cost more doesn't mean they provide a higher quality of care. Reference pricing has proved successful in lowering costs and increasing value in drug prescription plans. It's been less successful for more complex procedures, like hip and knee replacements. Yet many insurers still are adopting this method, including WellPoint, which began offering reference pricing in January. The insurer allows employees to pay a set fee for medical services and charges them if they choose a more pricey service. Article