????比如，牙齒美白和化學蛻皮術等微創(chuàng)治療基本都是由護士和理療師來完成的。內科醫(yī)生也不必非得是住院持照整形外科醫(yī)生才能進行人造下巴手術。而婦產科醫(yī)生正在成為腹部拉皮術的專家。

????而醫(yī)生們也在推銷更先進的改良手術來獲得溢價。比如準分子激光（Lasik）眼科手術。1999年每只眼睛的基本手術費是2,100美元。到了2011年，這個價格已經(jīng)跌去18%，變成1,630美元。于是眼科醫(yī)生又開發(fā)了波前像差引導個性化切削術（Custom Wavefront）。這種激光手術能更好地適應病人的個性化特點，準確貼合病人的眼球形狀進行。

????波前像差引導個性化切削術每只眼睛的尊享費用是2,151美元——基本上和準分子激光二十年前的價格水平相當。隨著這種個性化手術的普及，很可能它的價格也會隨著競爭加劇而走低，就像當初的準分子激光的情況一樣。在眼科領域，很明顯新技術加上充分的競爭會帶來合理甚至是不斷下降的價格，但仍能讓醫(yī)生有充分的動力通過創(chuàng)新獲得暫時的溢價。

????市場力量在醫(yī)療領域也是管用的。一面大手大腳地位需求提供資助，一面束縛供應，這種管理辦法不能解決問題。是時候學學整容手術的經(jīng)驗了：消費者越是多花自己的錢，醫(yī)療保健就會變得越高效。（財富中文網(wǎng)）

????譯者：清遠

????For example, nurses and aestheticians perform many of the minimally invasive treatments, including teeth-whitening and chemical peels. Physicians don't need to be board certified plastic surgeons to do chin implants. And OB/GYNs are becoming experts in tummy tucks.

????Doctors are also touting enhanced and advanced procedures to garner premium prices. A case in point is Lasik eye surgery. The going rate for basic Lasik was $2,100 per eye in 1999. By 2011, the price had dropped 18% to $1,630. So ophthalmologists developed Custom Wavefront, a laser procedure that better customizes the surgery to the exact shape of the patient's eye.

????Custom Wavefront commands a premium price of $2,151 per eye –– about the same rate standard Lasik cost over two decades ago. As Wavefront grows in popularity, it's likely that competition will hold down its price, just as it did for basic Lasik. In eye care, it's clear that new technology coupled with stiff competition leads to reasonable, and even declining prices, but still gives doctors an incentive to get at least a temporary premium through innovation.

????The market will work in medicine. Rules that lavishly subsidize demand and at the same time shackle supply are not the answer. Follow the lessons from facelifts and tummy tucks: The more consumers spend their own money, the more efficient health care will become.