Bring down the Cost of Healthcare so more people can afford it

It is interesting that a member of AMA gives a number of ways to increase coverage except for the obvious. Why can't they reduce the cost of healthcare? Reduction in price will increase the quantity demanded, meaning that more people who were priced out will be able to consume healthcare!!

From Marketwatch

Dr. Nancy Nielsen, president of the American Medical Association, said in a statement that many patients are priced out of coverage, and that covering all Americans would be a "good first step."

"We advocate for a shift in tax incentives for health insurance so lower-income Americans get money to purchase coverage," she added. "We also want insurance-market reforms to provide individuals more choices and ensure coverage for high-risk patients."