Are you tired of your friends showing off their latest iPhone applications?  Well, there is one iPhone program that will impact all of us in healthcare – Canopy Financial’s new iPhone application for consumer-directed health (CDH) plan enrollees. This new application allows iPhone and iPod Touch users to determine if they can use their spending accounts to pay for a procedure – and, more importantly, determine the typical cost of the procedure based on zip code.

According to Canopy’s CEO, this information will help consumers comparison shop for procedures and even negotiate prices with providers.  Contact information is included! The next target for this consumer-friendly pricing model? The Blackberry. The company’s goal is to eventually have this program available on all mobile phones.

I have long believed that price transparency and even price parity will be coming to healthcare.  And, I feel strongly that healthcare providers must focus on developing a compelling customer-focused value proposition that includes but also transcends price.

With consumers negotiating prices, it is more important than ever to connect with customers before they need a procedure.  Then price will become only a part of the value equation – with service and brand playing a key role.  Pricing is no longer the elephant in the room that no one will discuss.  What are you doing to promote your value to consumers?