model that is driving up costs so rethinking the way it works needs to happen. Provide the mechanism that allows the consumer an incentive to find the best deal and prices will absolutely come down.
BTW, it's really only medical insurance where these market principles do not exist. Other insurance vehicles certainly provide similar types of incentives because there is far more competition in those markets. Take auto insurance for example, case in point:
https://www.allstate.com/auto-insurance/safe-driver-savings.aspx