Smith's soon-to-open association of doctors will post prices for a variety of procedures on its website.

Cook played a video from Reason.tv that profiled Smith. The video voiceover said the move is considered radical in the health care industry, and that Smith was offering high-quality medical care at low prices. "Long-term players need to be pushed at a different way of looking at things," Smith says during the video.

As the video ends, Smith addressed the crowd and said that big hospital administrators were offering "lies" and propaganda. "We deduced it wasn't what we signed up for. We wanted to practice medicine."

A total of 11 surgeons took every dime they had, he said, and bought an old surgery center. They started posting prices in 2009.

"I had to be honest with my patients about their bills – I owed it to them," he said. "So I don't accept a dime of government money and haven't 'til this day. Our facility is completely owned by the physicians that work there. I can do everything about that bill (if there's a problem). It allows us to be charitable.

"We also started bundling our prices, which is even more radical," he continued. "The results have been tremendous. We have contracts with third-party administrators all over the country. We have companies that have told Blue Cross to take a hike."

The Free Market Medical Association is a fledgling attempt by Smith to make this approach to medicine a national movement. It will list all facilities around the country – and they are growing in number – dealing with medical cost transparency as the Oklahoma facility does.

"What we do is very disruptive. We're going to encourage others to do it," he said.