Buyers are more willing to look for deals to save money, and they're even negotiating costs for doctor's visits, prescription drugs and other nonemergency medical services, says Every.

Many people have to shop around because they've lost their health insurance, or they have high co-pays and deductibles, which means they pay for all or a significant amount of their health care out of pocket, she says.

Every says consumers are taking the time to make phone calls and compare prices for drugs at different pharmacies. Then, they're able to choose the health care provider that offers the best deal to them, she says.

People who have recently lost their jobs are also more willing to ask about free and reduced-cost drug programs offered by drug manufacturers, says Every. Even with health care, "a little due diligence can save customers money," she says.