Any actions from the health industry that would facilitate providing meaningful information around healthcare prices, the relative effectiveness of treatment choices for a given condition, and the quality of the care provided to consumers will help them make better choices and potentially reduce overall healthcare costs in the United States. This paper explores what price transparency means in the healthcare market, the forces driving the need for price transparency, challenges and uses of price transparency, and potential ways in which transparency can be improved for the benefit of consumers and also to be more effective in reducing overall healthcare costs.