Hi,
Yes it is indeed possible, you can let the access level to the product on "public" and in the price zone of the product edition page, click on the acl icon to set the price access level to a specific user group.
This way the product will be set a free for public users, so please disable the option "Display 'add to cart' button for free products" in Configuration > Main > Product, and finally do a translation override on the key "FREE_PRICE" to set the desired text.
www.hikashop.com/support/faq.html#tran