How does the free market account for the cost of researching options? I am sure I could find a better deal on many medical purchases, but the cost to find them

How does the free market account for the cost of researching options? I am sure I could find a better deal on many medical purchases, but the cost to find them is significant. Purchasing the default/readily-available option is often the best bet because of the hours or days required to find a better solution. Spending a few hours to save $100 or a few days to save $1000 is a clear loss to me.