Transparency is a growing factor in health care. You have been hired to consult with a group of orthopedists who have just developed their first website. The practice is located in a medium-sized community where there are three other larger ortho- pedic practices. The practice just opened its own surgical center and is recruiting for three new orthopedic physicians to join the group: one specializing in hips; another, knees; and a hand surgeon. At the same time, a large employer in the community that is a division of a major automobile manufacturer has informed you that they are moving to reference pricing for all orthopedic procedures. The health benefit manager said she would be back to you shortly with the reference price list. The president of the group has asked you to develop a strategy in terms of how to respond as the group is now con- cerned about its expansion plan and investment. Some partners have not been sure as to how transparent the group should be on its website. Present the pros and cons for them in developing a proac- tive approach to transparency on the website.