Field Notes Inside an Integrated Communications Agency

I have been watching the reaction of doctors and organized medicine to efforts by insurance companies to create competitive ranking information for consumers.  Without this kind of information, supply and demand economics just don't work.

There's a great article in the Tenneseean today detailing the struggle.

 The docs clearly see this as an attack on their reputations and they're fighting the process in the courts and, in an interesting tit-for-tat in Texas, doctors are ranking insurers in retaliation.  

I can understand physician concerns about the rigor and/or accuracy of the insurers' rating process, but I don't hear any better ideas coming from the provider community.

It seems to me that as consumers begin to pay a larger share of health care costs, there is a crying need for comparative cost and quality info.  It has to start somewhere. If doctors have a better idea on how to fill this need, it's time to speak up.  What's their solution?