I think it would just increase the marketing in order to convince consumers it was worth the price. It might have some initial effect on the pricing, but I don't think it would have a huge effect in the long run. It's hard to say either way...it would probably depend on how educated the consumers were and how much they bothered to consider it to begin with. And, as you mentioned, you could be stuck in an emergency situation and have to take whatever the hospital used anyways. Pricing opacity might have a small effect...but the market for the supplies is so huge with such a high demand, that I think that it would take a lot more to make a big difference.

EDIT: (please note, I'm specifically only talking about the price of the supplies themselves, not overall health care costs)