A new study finds that the majority of healthcare consumers do not associate higher prices with a higher quality of care. This is extremely important information as more patients continue to shop their own healthcare needs around. And it’s quite the opposite of what we find in most other consumer-driven areas—that high prices mean high-quality products or services.

In a survey, Health Affairs determined that between 58 and 71% of adult healthcare consumers don’t believe that more expensive healthcare is better. And that’s great for most consumers. One area the data will help develop, though, is the 20-25% that do associate quality with the price—meaning they’ll often overlook affordable care when in need.

You can read more about the study in this article.