Pricing transparency has been a hot topic in the healthcare industry and in national news since the publication of the Affordable Health Care Act (ACA) in 2010. As time has progressed, information has been slow coming to the general consumer, and publications such as “The Bitter Pill” by Steven Brill have caused additional angst regarding pricing transparency within the healthcare industry. With new regulations published at both the national and state level regarding price publication, BayCare wants consumers to better understand the real out-of-pocket cost associated with a service. With the implementation of their Central Pricing Office (CPO) in 2018 and the roll-out of a real-time on-line estimator tool in 2019, BayCare has faced many challenges in providing this much needed value-added service. This session will describe BayCare’s ever-evolving approach to consumer pricing transparency and estimation of out-of-pockets costs for services on the road to a positive financial experience for the patient.