Price transparency is a subject avoided by most providers. The hurdle in providing pricing is three-fold: 1) providers worry patients will price shop, 2) providers worry patients won't understand that prices are estimates and may change due to negotiated rates, and 3) providers worry competitors will check their prices. If done in a way to incentivize providers to cooperate, consumers will have access to pricing information they want and providers will obtain contact information "a lead" for follow up. By combining price transparency with lead generation, more practices that offer medically-necessary services and are reliant on patients paying their high deductible will benefit from greater cash flow. Dr. Kaplan will provide statistical evidence demonstrating how a pricing estimator on his office website transformed his practice into a mostly cash-pay enterprise.