It could be interpreted as the cost to the end payer (either patient or insurance). In this case, it's clickbait, because it doesn't represent what the patients pay, but still, it causes a stir, because readers will think that it does (as a matter of fact, some comments make this assumption).

It could be otherwise interpreted as the cost to the patients. In this case, since only a fraction of the users pay the whole bill, and the rest pays a fraction of the bill, the average is far below the full bill. For this reason, this is also a case of clickbait.