1. The treatment outcome between the standard treatment and the deluxe treatment is more often than not statistically insignificant. Basically medicine is still a barbarically primitive science where we barely understand what happens in a body. Thus trials take years and years and yet even if new drugs are approved they end up hurting people.
2. The medical "market" will never be a perfect, due to information asymmetry between the doctor and you the patient. Even if you think you know it's unlikely you are able to understand if option A is better than option B for your treatment.
3. If you have a heart attack you are in no position to negotiate what is a fair price or not, nor are you able to take a rational decision about what treatment is the best cost/benefit for your acute condition. Thus the "provider" has all negotiation power and can charge you what they want (you can of course refuse treatment but that's unlikely to happen).
4. Throw in a boondoggle of more or less serious insurance providers that creates what amounts to hundreds of "distinct" overstaffed administrative systems and you've got the recipe for a dysfunctional expensive non sustainable health care system where more and more "non-poor" people will outside any sensible coverage for themselves and their families.
Any solution to this problem will be drastic both for the industry as a whole and for society.
That said there are some possible good things happening over the next decade. Having a dad that works on cancer vaccines I can tell you that for certain cancers in the next decade the treatment will be as easy as a shot in the arm every week and the prognosis will be much better than the "literal" clubbing of people half to death with inaccurate drugs and chemotherapy.