On January 24, 2019 an executive order was issued on healthcare price and quality transparency. The goal of the executive order is to help consumers know the prices and quality of a good or service and to make informed decisions about their health care. The order is not a change in law or regulations, but rather a directive to draft new rules or guidance…that could take months or years. That said, the push toward price transparency in healthcare continues and will eventually become a key component of patients’ selection of healthcare services and providers. To that point, all physician practices are encouraged to ensure fees are set in a consistent, logical and defensible manner. Be prepared for a more informed and scrutinizing “shopper” as price transparency trends toward becoming the norm for the healthcare industry.