When looking at the plan details, “full price” indicates that you’d be responsible for paying the entire cost of a service or drug. In other words, your insurance carrier will not help you pay for these expenses. For doctor visits and medical services, this price varies depending on your provider’s rates. For drugs, this depends on what tier the drug falls into.
Many plans require you pay "full price" before you meet the plan's deductible. Once the annual deductible has been met, you will pay the "after deductible" price.