*As patients increasingly demand clarity around healthcare costs, price transparency has become a critical part of modern care delivery. This session will examine how transparent pricing enhances affordability, builds trust, and improves access to care. Panelists will discuss how accurate patient estimates enable informed decisions, prevent unexpected costs, and support treatment adherence—ultimately driving better outcomes. The discussion will also cover the impact of price transparency regulations, innovative solutions, and how collaboration between providers, payers, and vendors—supported by technology—can improve affordability. Patients want clear, upfront information about costs, coverage, and payment options, while providers strive to build trust, empower informed decisions, enhance satisfaction, and promote patient-centered, value-based care. Price transparency is a win-win for patients and providers alike!*