The health care industry

What if the health care industry ran like a retail business, where people had access to any service they wanted and paid the going rate, whatever that was? Their health insurance would pay the average going rate and the consumer would pay the difference (if any) or get credit (if the price was lower than the average). The consumer could shop around, perhaps work out a “deal”, and maybe even change behaviors to limit the need for health care.

What would be the pros and cons of running health care like retail? Would any group lose in the process?