Huh? I'm assuming their only motivation was, will always be, profit.They've always had incentive to do that. And their primary roadblock in those efforts has been state regulations preventing it.
That presumes that their primary motivation was concern for their customers.
Here's how it worked:
Pharma Company X develops a drug to treat cancer. Sets whatever price it pleases, because this drug saves lives and desperate people will pay anything for it.
Dr. Y prescribes Drug X for one of his patients, who has a policy with Insurance Company Z, and starts treatment.
Insurance Company Z receives the bill and says "We refuse to cover Drug X. Nothing you can do about it. But we might maybe consider covering older drugs that aren't effective."
LOL... no, it never 'worked' that way. Insurance companies have never been able to change the terms of a policy after the fact. What the could do - before ACA anyway - was respond to high priced drugs and services by excluding them from future policies, in hopes that customers would prefer lower rates to coverage for the latest and greatest medical developments. If they were right, they got more customers. If they were wrong, they lost customers.
But they don't have to worry about pleasing customers anymore. All they need to do is keep their buddies in the regulatory regime happy.