You're personally paying more for health services. But good luck trying to shop around for a better deal.

A new analysis finds that Americans with health insurance through their employers paid almost 7 percent more for out-of-pocket medical costs in 2013 compared to 2012rising from an average of $662 per person annually to $707.

The increase comes as more people are enrolled in so-called high-deductible health plans, which require them to directly bear a larger share of health costs.

The same study by the Health Care Cost Institute also looked at what people paid out-of-pocket for services in nine states, and found a wide range of costs.

Some people paid less out-of-pocket for certain services, while others getting the same services in the same state paid significantly more, according to HCCI. The study examined variations in costs of five services: new doctor visits, cataract removal, colonoscopies, lower leg MRIs and pregnancy ultrasounds.

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"Some may interpret the out-of-pocket variations as discouraging, but the results demonstrate that there are real opportunities for consumers to save on health-care spending," noted the HCCI report entitled "Shopping for Health Care Makes 'Cents' for Consumers."

Those opportunities come from discretionary medical services that can be scheduled by patients, and which they can theoretically shop for based on price.

HCCI's Executive Director David Newman said, "I'm not going to be shopping for the ambulance and the hospital during my heart attack."

Nationally, on average, the prices people directly paid for a new doctor's visit varied by $19, according the report.

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Shopping smart for health care? Good luck with that