The Hidden Opportunity in Price Transparency for EHRs and HealthTech Companies (Part 2)

Why Price Transparency Is a Massive Opportunity for HealthTech

For most healthcare companies, price transparency feels like a compliance burden—just another regulatory box to check. But in reality, it’s a massive business opportunity.

EHRs, digital health platforms, and health tech startups that can automate and simplify transparency efforts will become the go-to solutions in a fast-evolving landscape.

As providers and payers scramble to meet new regulations, companies that solve these challenges seamlessly will be ahead of the curve.

Where HealthTech Companies Can Lead

Where HealthTech Companies Can Lead

💡 1. EHRs & Practice Management Systems: Embed Pricing Estimates in Workflows

Instead of forcing providers to toggle between systems for pricing estimates, EHRs should make Good Faith Estimates (GFEs) and AEOBs a native experience.

Opportunities for EHRs:

• Automate real-time pricing calculations based on insurance contracts and real-time prescription benefits data.

• Display price estimates in provider workflows before ordering services.

• Generate Good Faith Estimates (GFEs) and AEOBs automatically.

  
  

Providers don’t want more administrative tasks—they want automation that works within their current tools.

🔗 2. Interoperability & API Solutions: Solve the Data Exchange Problem

Healthcare systems still don’t talk to each other well. With multiple stakeholders (hospitals, insurers, third-party administrators), seamless price data exchange is critical.

FHIR-based APIs and data-sharing platforms will be in high demand to:

✅ Standardize pricing data across providers and payers

✅ Enable real-time price transparency checks

✅ Support AEOB and GFE transmission

Companies that specialize in FHIR-based API solutions will have a competitive edge.

📊 3. Consumer-Facing Price Transparency Tools: Meet Patients Where They Are

Most patients won’t dig through provider portals or hospital PDFs to find cost estimates. They want clear, consumer-friendly tools to compare pricing in real time.

Health tech companies can create:

• AI-driven price comparison platforms

• Insurance coverage checkers integrated with benefits portals

• Mobile apps that help patients plan for out-of-pocket expenses

  
  

Patients are demanding transparency, and companies that deliver intuitive solutions will dominate the market.

🤖 4. AI & Automation for Compliance: Make GFEs & AEOBs Effortless

Regulatory compliance is painful when it’s manual. AI-powered automation can streamline the generation of Good Faith Estimates and AEOBs.

High-value AI applications:

✔ Auto-generate GFEs based on payer contracts and historical claims data

✔ Predict patient out-of-pocket costs in real time

✔ Automate price transparency compliance reporting

Companies that help providers and insurers comply effortlessly will see rapid adoption.

Final Thoughts: Health Tech Companies Should See Transparency as an Opportunity, Not a Burden

Price transparency is happening—with or without industry buy-in. The question isn’t if health tech companies should adapt, but how fast they can build the solutions the industry desperately needs.

🔹 EHRs should embed price transparency directly into workflows.

🔹 API & interoperability solutions must simplify data exchange.

🔹 Consumer-facing tools should make pricing easy to understand.

🔹 AI-powered automation should handle compliance effortlessly.

The health tech leaders who seize this moment will drive the next wave of industry transformation. 🚀

📩 Want to stay ahead of healthcare innovation or need help with the strategy behind it? Reach out to me at mary@coordinationhealth.com