The aim of the present contribution is threefold: First, we seek to explain that it is a performance-cost ratio which is relevant to consumer decisions (rather than minimizing expenditure, as is often suggested with regard to health care). If health care does significantly contribute to health, the economists' prediction is that citizens are willing to pay a lot for it. The second aim is to demonstrate that measuring willingness-to pay through market experiments has become possible. And third, readers will be introduced to the results of such an experiment conducted in Switzerland, showing that restrictions of the Managed Care type presently considered must be compensated at a rate of up to 40 percent of the average health insurance premium to be accepted by citizens. In conclusion, willingness-to-pay information may provide useful guidance for policy makers in the future.