Healthcare pricing has moved out of the shadows—and onto your website. But many medical practices still don’t know what they’re required to share, what patients expect, or how to present it without creating confusion.

Here’s the truth: Whether or not your practice is federally required to post prices, smart pricing content builds trust—and keeps you ahead of compliance trends.

Let’s Clear Up the Confusion

Hospitals are currently required by CMS to publish:

• A machine-readable file with standard charges for all items and services
• A consumer-friendly display of pricing for at least 300 shoppable services (70 of which are mandated by CMS)

Ambulatory Surgical Centers (ASCs) do not fall under this exact federal rule—yet.

However, ASCs are subject to the No Surprises Act, which requires providing good faith estimates for self-pay and uninsured patients. Many states (like Indiana) are also rolling out their own pricing disclosure rules. And proposed legislation like the Lower Costs, More Transparency Act could expand federal price posting rules to ASCs by 2026.

So What Should a Medical Pricing Page Include Today?

Even if you’re not mandated, patients are actively looking for this information. They’re used to shopping online—and that includes healthcare.

Your pricing page should:

• Include transparent language about costs—even if you list ranges, not exact numbers
• Explain what affects pricing (insurance, complexity, location)
• Provide sample costs for your most common services
• Mention whether Good Faith Estimates are available
• Offer a clear way to contact your office for personalized estimates

Even something as simple as “Most knee arthroscopies range from $2,000–$4,500 for self-pay patients” is 10x more helpful than a blank page or “call for pricing.”

Common Pricing Page Mistakes to Avoid

• Hiding prices in dense PDFs: These aren’t patient-friendly—and they usually go unread.
• Listing every CPT code: This confuses, rather than clarifies.
• Using vague, promotional language: “Affordable care for all” doesn’t answer a patient’s real question: “What will I owe?”

For ASCs: Get Ahead of the Curve

While not federally mandated (yet), it’s smart for ASCs to begin building patient-facing pricing content now. When legislation shifts—which it likely will—you won’t be scrambling to catch up.

And even today, pricing transparency is a differentiator. It shows honesty, confidence, and patient-first thinking.

Need Help Creating a Smart Pricing Page?

We’ll help you build a page that’s:

• Easy to navigate
• Trust-building, not overwhelming
• Compliant with today’s standards—and ready for tomorrow’s

We’ll build a pricing page that works for your patients and your practice.

Bottom Line

You don’t need to post a spreadsheet full of billing codes. But you do need to think strategically about how your website communicates price.

Because when patients can’t find it, they assume the worst—and look elsewhere.