You're right, Repub leaders have proposed these reforms, and were rebuffed. I think they need to sell it, though. I'm a news junkie and rarely hear about market based reforms. They need to put it in a simple package and sell that package to the public. Speak it at every tea party, every TV interview, every article. The public should be as familiar with the term "health savings account" as they are with "public option".
I agree about no concessions. Every single Dem idea makes the problem worse.
I remember before the 1994 Republican revolution that Newt and others bought ad space in TV Guide (then one of the most widely circulated periodicals, not sure about now) and published the Contract with America.
The RNC should be doing that with proposals like the one you mentioned. Printed periodicals are hurting now and ad rates are low. Put a printed catchy ad (maybe a photo like a line in a DMV but for health care) and state their proposals.
That ad will be picked up by the news as it is something novel. It will get talked about and it will bypass the usual news networks.
I’m not sure how much it would cost to buy some infomercial space or some ads on some other cable channels but they need to get their message out.
Every politician with an ‘R’ after his name should be able to articulate the Republican position in an interview, a town-hall, or a stump speech and be able to back it up with facts. In most professions, those who succeed do their homework. Republicans should be the most informed out there and should be able to shoot holes in opposition arguments.